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Consolidating Previous Organic Web Development into a Unified User Experience

NASDAQ, the largest U.S. electronic stock market, selected NavigationArts for a coordinated redesign and consolidation of its three principal websites as part of an enterprise-wide technology initiative. The project encompassed everything from initial site strategy, architecture, and design to coded page templates and documented Web standards for implementation by NASDAQ's development team.

NavigationArts presented and explained clear deliverables at every step, ensuring harmony with NASDAQ and helping the NASDAQ team secure internal buy-in as needed.

Project results included:

• Created a consistent and enhanced user experience for all audience segments in line with NASDAQ’s brand attributes
• Improved services and tools for underserved audiences, e.g.,  potential listing companies
• Enabled content re-use across all NASDAQ Web properties
• Optimized the balance and implementation of advertising content
• Enhanced product up-sell; monetization of site content is poised to increase revenues
• Aligned NASDAQ’s Web strategy with overall business strategy
• Developed a complex templated system that made heavy re-use of images and CSS classes
• Created 32 templates using valid, semantic XHTML code and CSS
• Dictated page layout through simple combination of template class and content class, allowing complex layouts to easily integrate with CMS
• Created a set of 15 modular CSS files