Umbaugh & Associates

Quantitative Analysis · Information Architecture · Persona-Driven Design · User Testing · Code Development

Restructuring dense bond and civic financial advisory services into a clear, municipal client-focused taxonomy.

Umbaugh was one of the nation's premier independent financial advisory practices serving municipal utilities, school districts, counties, and townships. Their legacy website mirrored their internal legal divisions rather than the service problems municipal clerks, superintendents, and bond issuers needed to solve.

George led quantitative analytics and user persona modeling to reorganize their entire practice hierarchy into actionable client categories—school financing, utility rate analysis, and municipal bonds—backed by a modern digital design.

Artifact Evidence

Rebuilt practice presence around how civic officials seek advisory services, clarifying service paths and driving increased direct consultations.

Source: Umbaugh Practice Record (2013)