[UI/UX]
INDUSTRY
Financial Services
ROLE
Web Design
Content Strategy
Design Systems
IMPACT
22% increase in average session duration.
3X increase in scroll depth.
“Cantor.com finally looks and feels like Cantor.”
Brandon Lutnick
Chairman, Cantor Fitzgerald
THE CONTEXT
Cantor Fitzgerald is a legacy financial institution in New York that needed to modernize its digital presence. Their website was dated, inconsistent, and increasingly difficult to scale or maintain.
Over four months, I worked directly with Cantor's executive, engineering, and marketing teams to transform their website end-to-end.
First, I conducted a UX audit that uncovered three key issues: inconsistency in visual language, unclear navigation paths, and poor information hierarchy. The mobile experience also felt like an afterthought, a table stakes consideration for a brand trying to signal innovation.
The solution was a full redesign of their core design system. This rebuilt the foundation for communicating Cantor’s story online and closed the gap between who they are and how they’re expressed to the public.
A Foundational Refresh
We delivered a flexible design system that brought visual consistency and scalability to a sprawling digital ecosystem across over 150 pages.
The new library introduced design tokens with reusable primitives. Buttons, layouts, typographic scales, and more, built to adapt across content types and user needs, all while reinforcing a unified visual language.
This system allowed for faster decision-making, clearer information hierarchy, and a mobile-optimized approach across the experience.
FRAGMENTED TO FUTURE-READY
Through this transformation, key pages saw a 300% increase in scroll depth, indicating that instead of bouncing immediately, users were staying, reading, and engaging.
A unified design system eliminated visual inconsistencies and a simplified navigation helped users find critical information with fewer clicks and less confusion.
Internally, shared design standards cut down on revision cycles and made it faster for teams to work from a single, scalable source of truth.
By taking a systems-level approach to the project, we gave Cantor a modernized digital presence and the tools to evolve its identity over time.
