A $1M platform built from zero, and relaunched six years later as a mobile app, working directly with Wall Street Journal and Barron's editors throughout.
No comparable product existed, no benchmark, no model, nothing to reference. Dow Jones wanted to take the financial markets expertise of the Wall Street Journal and Barron's editorial teams and build a digital learning destination individual investors could actually use.
WSJ editors write for financially literate readers. DJU's audience was learning. That gap had to be bridged without compromising the brand's authority. Content strategy, UX, copywriting, video production, and ad campaigns, all simultaneously, all held to Dow Jones brand standards.
End-to-end platform design and content architecture, the first investor education destination built on the credibility of the WSJ editorial team. Content strategy developed in direct collaboration with WSJ and Barron's editors, translating institutional financial expertise into accessible, chapter-based learning.
Full video production: scripting, multi-camera setup, direction, and post-production of course content with WSJ editors. All platform copy, course descriptions, and marketing content written in a voice that honored the Dow Jones brand while remaining genuinely accessible.
Brought back six years later to relaunch DJU as a subscription mobile app, the same editorial authority, a new format. Repurposed course content for mobile-first, chapter-based consumption. Redesigned UX for the App Store and subscription model. New onboarding, trial flow, and conversion screens.
The 2017 relaunch required a full campaign to reintroduce the product to a national audience, including a commercial produced in-house with the Wall Street Journal as the backdrop. Directed, scripted, and produced entirely within Dow Jones brand standards.
DJU commercial, directed and produced in-house against the Wall Street Journal brand backdrop.
Wrote all primary content on the homepage and landing pages, the editorial voice that introduced WSJ-quality financial education to investors who weren't yet WSJ readers. Also wrote all ad campaign copy and social content for both the original launch and the 2017 mobile relaunch. Every line had to honor the parent brand while staying accessible to a learning audience.
A first-of-its-kind platform, built twice, both times from zero, making Wall Street Journal financial expertise accessible to individual investors at national scale.