Compacting Sites
on Oct 07, 2014
There’s an industry trend towards more compact sites via mega menus (below example from American Funds) and contextual content (i.e., a right-hand rail that links up related materials). (The trend is away from breadcrumbs.) While there are pros and cons to any approach, there’s a primary advantage from compacting sites. Flatter sites facilitate firm information, products, and thought leadership becoming more interconnected than ever. Since the user isn’t driven down an ever-narrowing rabbit hole, she can view specific content as it relates products and people. That interconnection leads to a more natural experience for financial advisors and institutional investors/consultants.
