— PROJECT NAME
HQ Control Panel
— ROLE
Lead Content Designer
• Audience research
• Voice & tone
HQ Digital was formed as an innovative family office for a community of high-net-worth blockchain and fintech executives.
In HQ's first year, the team secured over $20M in assets under management (AUM) and 22 high-net-worth clients.
The Control Panel app was key in delivering those results, simplifying HQ's complex offerings in one clear, elegant interface.
Control Panel Dashboard
Control Panel became the gateway to HQ's offerings. I created the firm's voice & tone, information architecture, and UX copy—working closely with HQ's Legal team and subject matter experts.
Let's start on the dashboard. As you scroll, you'll see highlighted offerings, HQ's Portfolio Snapshot tool, a hub for conversations with the HQ team, and more.
Offering
Hub
The second navigation item is HQ's “offering hub," where you can explore HQ services.
Note the terms 'HQ Digital', 'HQ platform', and simply 'HQ'. These are used intentionally. I used 'HQ' to describe our community of members, to reinforce the message: members are not merely our "clients"—they are HQ.
On the 2nd screen below, notice HQ's offerings are organized into five pillars and various "life events". This information architecture helped make services navigable and accessible.
Manage Risk
Pillar
Next, let’s click to one of Control Panel’s pillar pages.
On these pages, you see the UVP of each pillar, followed by thumbnails to individual offerings.
Wealth Advisory
Offering
The last tier in Control Panel’s architecture is that of offering pages.
Each gives you an overview, then a detailed breakdown of the given service. Calls-to-action such as “get started” and “connect” bookend the page as chances for engagement.
Travel and Global Lifestyle
Finally, let’s go back to the offering hub and click to a life event page.
These are structured like offering pages, however, HQ’s “life events” package several offerings around important parts of life, framing them in a more accessible context.
For example, Travel and Global Lifestyle combines travel concierge and travel safety services.
RESULTS
The content strategy behind Control Panel played a major role in engaging HQ's members.
I also wrote HQ's monthly newsletter, driving members to Control Panel.
In turn, they engaged in paid services, registered for events, invested in exclusive financial products, and developed loyalty with the HQ platform.