Creative Direction / Strategy / UX / Web Design
Creative Direction / Strategy / Web Design
StackSource is a commercial real estate finance fintech backed by its own network of experienced brokers. The startup’s previous website was written and designed by its founders and its lack of clear value prop messaging and unprofessional design was hindering the website’s ability to drive conversions. With the addition of the company’s first marketing leader, it was time to elevate the professionalism of the website.
01 / BRANDING
02 / USER EXPERIENCE
I was responsible for everything: the new branding direction and design, website wireframes, prototypes, information architecture, visual design. The works.
The previous website communicated an oversimplified 3-step ‘How it works’ process. The process was more complicated than that, which lead to customer frustration, so I facilitated a discovery session to dig into those details and see how we could communicate more appropriately without overcomplicating the message.
We landed on a 6-step process. We didn’t want to gloss over the details and make it seem easier than it was as that would create misalignment of customer expectations with how the product actually worked.