A leader & one of the oldest brands in the forex industry but FX Street had stumbled with its revamped website in 2016– affecting its readership by a decline of more than 50%. In order to understand what went wrong, I’ve conducted full user persona research of its core audience, followed by an UX assessment on areas to optimize. Based on my findings along with substantial usability testings & user interviews, remedies to UX pain-points were recommended to make design adjustments in the key parts of the user interface, and climb a long trek ahead to gain simplification(which I believe it had departed from its early success). A UX report with list of areas were mapped out, with consistent usability testings to validate hypothesis and act on facts (instead of assumptions). These are just some examples of the enhancements designed for them to apply.