Team:
Angela, Joanne, Tarun, & Tony
Timeline:
Sept – May 2026
Methodology: Information Architecture, Market Research, Ecosystem mapping, Heuristics Evaluation, Usability Testing
Our team conducted market research and redesigned the marketing website for Edgar Agents, a company in the financial services filing services sector.
TLDR:
Our team conducted market research and redesigned the marketing website for Edgar Agents, a company in the financial services filing services sector.
Initial Client Meeting & Project Goals
Success looks like: A revamped look for EA corporate website with a cohesive look and feel without overwhelming audience with content
1. Discover
What is EDGAR
EDGAR, the Electronic Data Gathering, Analysis, and Retrieval system, is the digital filling system for companies to file reports and documents under the Securities Act of 1933, the Securities Exchange Act of 1934, the Trust Indenture Act of 1939, and the Investment Company Act of 1940.
EDGAR’s public database allows you to research information such as a public company’s financial information and operations. You can also research financial reports provided by mutual funds (including money market funds), exchange-traded funds (ETFs), variable annuities, and individuals. (SEC.gov)
SEC Filings
The U.S. Securities and Exchange Commission (SEC) is a U.S. government agency that oversees securities exchanges, securities brokers and dealers, investment advisors, and mutual funds.
Who is EdgarAgents?
Edgar Agents is a filing and financial reporting partner that helps companies properly prepare and submit required SEC documents, especially during IPOs, public reporting, and fund disclosures. “Like a H&R Block for SEC”
Customers
Customers include: Private companies going public, public companies, ETF’s and mutual funds
Stakeholders
Stakeholders include: Law firms & audit partners, product teams, filing specialists, XBRL specialists, among other internal company stakeholders (account managers, sales teams, marketing, external WordPress/dev teams. and leadership)
Market Analysis: Competitive Landscape
We looked at the following competitors in the market, and assessed their websites across various dimensions: copy, visual layout, CTA’s, navigation, information architecture, and trust signals, and use of technical language.
What we found:
Auditing the current website
What we found:
Heuristics Evaluation
What we found:
Define
What we set out to fix:
Design
Refine
Usability Testing (N =4) — Key Quotes:
- “Transparency is number one for me.”
- “The metrics should be combined with qualitative evidence.”
- “What does the tool actually look like?”
- “The homepage throws me off.”
- “Looks not ‘financial vibe.’”
- “Forms section gives me a headache.”
- “Resources is not clear.”
- “Rather have the companies and name of the company brands.”
- “I’d check outside sources for credibility.”
- “‘See for yourself’ was confusing.”
High Fidelity Design
Key Design Decisions
Prototype
Reflection: Learning & Takeaways
- Designing for a niche industry
- Balancing user and business goals
- Designing trust before conversion
- Translating complex services into clear pathways