WEB PAGE COPY & CONTENT DESIGN
Navigator Global / Santander
The challenge
Navigator Global aimed to bring everything businesses need for international growth into one platform. But research showed users struggled to understand the proposition, Santander's role, who the platform was for, and how its providers, tools and services all fitted together. A clearer homepage was needed.
What I did
Working with Santander and Merkle's UX team and designers in Figma, I helped simplify the entire homepage.
Together we developed a clearer proposition, messaging framework and content strategy that simplified the experience, strengthened trust and made the platform's ecosystem easier for businesses to understand.
The results
The revised messaging tested strongly with users, who preferred the new approach by three to one. Users better understood the platform proposition, the role of Santander, and how its provider network worked together.
To address the research findings, the opening section had to do a lot of work. We rewrote it to answer four questions immediately: Who is this for? What is it? How can it help me? Why should I keep reading? This gave users a clearer mental model before they explored the rest of the page.→
The platform's partner logos needed to feature to gain trust and provide social proof. I added a headline positioning them as a network rather than individual partners.→
Rather than presenting dozens of individual services, we grouped them into four sequential stages of international growth. This gave businesses a much quicker way to understand what the platform offered, with a link from each stage sending users to a use case page.→
Research showed people wanted to see tangible outcomes, so I simplified the data into measurable benefits such as faster market entry and cost savings.→
Users weren't clear about Santander's role within the platform. I made it much clearer by introducing a dedicated section explaining that Santander created the platform and curates a network of more than 280 verified providers who deliver the services.→
Research showed users mainly associated Navigator Global with its provider network. I rewrote this section to distinguish these from the platform's own tools and events. →
Users needed stronger signals that Navigator Global was designed for businesses selling physical products internationally. We introduced sector examples so the right businesses could quickly recognise the platform was for them.→
Research found people focused almost entirely on the provider network, overlooking tools, coaching, market intelligence and events. We rebalanced the page so the wider platform became much easier to discover. →
