SPDR Goldshares

Problem

The existing SPDR GoldShares site was non-responsive, accessibility was poor, and the experience was dominated by legal copy with little hierarchy or clear navigation. Finding the right product for your market meant wading through dense documentation with no real flow. For a global investment product operating across multiple exchanges and regulatory jurisdictions, that was a significant problem.

Approach

Working closely with the World Gold Council, who provided the legal framework and data, I led the UX and UI across the full redesign. The core decision was to restructure the entry journey around a clear path: language, then market, then product. Each exchange has its own legal requirements and edge cases, so getting that gatekeeping right early in the flow was critical to everything downstream. Taking cues from leading ETF platforms, the design prioritised progressive disclosure, surfacing the right information at the right moment rather than front-loading every disclosure and data point at once.

Solution

The interface was rebuilt on a dark, restrained palette with gold and green accents, creating a premium environment that could carry heavy data without feeling clinical. To differentiate GLD and GLDM visually, I designed and built abstract 3D gold cube animations in Spline, a deliberate concept to give each product a distinct identity while referencing the physical gold backing. Typography, spacing, and layout were overhauled for accessibility and legibility across complex tables, charts, and regulatory documents, with key figures surfaced first and secondary information grouped to reduce noise.

Outcome

The redesign gave the World Gold Council a platform they could confidently push into new markets, with each region receiving equal parity rather than an English-led experience bolted on as an afterthought. Localisation became a feature rather than a workaround. The improved hierarchy and navigation significantly reduced friction for both retail and institutional investors navigating complex financial information for the first time.