Demand
IG.com, a globally recognized online trading provider serving millions of visitors and hundreds of thousands of active clients each month, had not undergone a major website redesign in over seven years.
Over time, its digital experience had become more transaction-focused than experience-driven, limiting its ability to support evolving customer expectations, expand product offerings and maintain conversion performance.
The leadership at IG recognized that a shift toward a more engaging, scalable and flexible platform was necessary not only to improve usability and conversion but also to support broader business strategies across its 28 markets.
The challenge was therefore clear: transform IG.com from a legacy, rigid website into a modern, experience-first platform capable of serving diverse user needs, improving backend flexibility, and aligning with long-term strategic goals.
Design
we+ partnered with IG to co-design a transformation strategy grounded in customer experience and technical resilience.
Rather than applying surface-level changes, the focus was on rethinking both frontend experience and backend architecture to deliver a platform that is:
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Experience-driven, prioritizing ease of exploration and clarity of content
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Flexible, to support frequent product updates and localizations
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Scalable, to serve millions of users across geographies
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Maintainable, enabling efficient enhancements and reduced technical debt
The design blueprint included:
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Redevelopment using Adobe Experience Manager (AEM) as the core CMS
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Transition to a single-page application architecture with reusable components
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Use of micro-frontends and services to enable modular evolution
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Emphasis on quality, performance and user experience standards that reflect IG’s brand and market positioning
This dual focus on UX and scalable architecture ensured that design decisions supported both immediate user satisfaction and long-term growth.
Deliver
The delivery phase was executed collaboratively with IG’s internal teams, grounded in agile practices and strategic alignment.
Strategic roadmap alignment
Joint workshops helped align business goals, user experience ambitions and technical requirements, ensuring the transformation remained connected to broader objectives.
AEM modernization
we+ led the redevelopment of IG.com on Adobe Experience Manager, modernizing the codebase and establishing a flexible foundation capable of supporting future enhancements.
Single-page architecture & modularity
The platform was rebuilt with a single-page application approach, incorporating micro-frontend patterns and reusable components. This configuration enables high performance, reduced loading friction and greater agility for future feature delivery.
Performance & quality practices
Throughout the project, we+ applied rigorous quality checks, performance benchmarks and continuous integration practices to ensure the platform met industry standards and maintained resilience under heavy usage.
Drive
The outcomes of the reinvention project were both immediate and strategic.
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Enhanced agility and scalability - The platform now supports easier product additions, localized content and evolving user journeys.
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Improved performance and resilience - Modern architecture enables better load handling and faster interactions.
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Better colleague experience - Internal teams benefit from clearer structures, reusable components and reduced maintenance complexity.
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Stronger alignment with business strategy - Digital experience now supports broader corporate goals around customer engagement and product expansion.
Feedback from IG highlights that the collaboration felt truly strategic and integrated, with we+ delivering both architectural expertise and customer-centric best practices.
