Progressive disclosure
Leading with the plain-language version and letting the reader open the detail only if they want it.
Concept project
Marwood Capital
A concept about making dense financial content followable by a non-specialist.
- Category
- Information Architecture
The premise
Financial firms usually have more to explain than a website comfortably holds — instruments, terms, eligibility, process. The default response is a wall of paragraphs that only an existing customer can parse. Marwood was an exercise in structure rather than styling: same content, arranged so a newcomer keeps up.
What I was testing
Scan paths
Designing for the reader who skims headings first and reads second, which is nearly everyone.
Numbers as content
Where a figure carries the point better than a sentence, and where it is just decoration.
Jargon thresholds
How many industry terms a page can use before a non-specialist stops reading entirely.
What I took from it
Cutting the word count did less than reordering it. Putting the plain answer first and the qualifying detail second made the same material readable without removing anything — which matters for businesses that are not allowed to simplify their terms.
Too much to explain on one website?
Let's talk about what your customers need to understand first.
More work
More projects
Warehousing / Logistics / Distribution
North Star Warehousing & Distribution
A responsive business website with clearer service information, modern presentation, and improved customer contact paths.
Minneapolis–St. Paul, MN
Concept project
Stonefield Capital Group
A concept testing how much visual conservatism an institutional site needs before restraint tips into looking dated.
Concept project
Brookmere Capital
A concept exploring how far a single visual metaphor can carry a brand system without becoming decoration.