OPEN BANKING SOLUTIONS
Creative Direction / Branding / Strategy / Web Design
Creative Direction / Branding / Strategy / Web Design
Rebranded and repositioned banking software into fintech for U.S. launch
Project background
An established Latin American banking software platform sought to enter the U.S. market. Its website was product feature focused and didn’t offer clear value propositions. Dated aesthetics and user experience gave site visitors the perception that the technology platform was antiquated.
High-level goals
01 / BRANDING
- Refresh branding to compete with U.S. Fintechs
- Reposition messaging for product suite to be solutions-focused
02 / CONVERSIONS
- Rework user flows to make it easy for prospects to request a demo and for clients to access login and customer support information
My role
I was responsible for everything: the new branding direction and design, website wireframes, prototypes, information architecture, visual design. The works.
- Primary project manager and owner leading team which included myself, a content strategist and a developer
- Creative director for new brand identity
- Collaborated with marketing strategist to conduct all research
- Helped develop human-centered value proposition messaging themes
- Executed all UX/UI work from concept through design, collaborated with developer for development, testing and launch
Research methodology
- Product demos
- Interviews with internal stakeholders: leadership, product, sales
- Value proposition workshop with internal stakeholders
- Google Analytics analysis reviewing user flow and drop off
- Competitive website UX and messaging audits
Launched: Summer 2022
Post-launch results
- Website and rebrand helped successfully launch the brand in the U.S. market
- As no post-launch support was included in the project, quantitative results weren’t available for this project
