Digital Product Design / UX / UI
My role: Design Lead
Concept / User Experience / Innovation
My Role: Project Lead
3.2 million adults in the UK face excessive interest charges or problem debt as a result of credit. How can we help people to take control of their spending and how they use and repay money? How can we change peoples relationship with borrowing for the better?
A brand and product vision for a credit and financial management platform, empowing people to take control of their finances and make the most of their money.
The process started with explorative research to understand how people manage their money on a day-to-day basis. We used rapid prototyping as a research method and created early-stage mockups to help us test and verify user needs.
This uncovered various common behaviours and opportunities around credit and money management. A recurrent topic was the notion of control. We found that people want control shared between them and their provider. They wanted flexibility, but also wanted help and support to avoid getting into financial difficulty. Striking this balance was a key challenge in product development.
By the end of the research phase we had a broad picture of the types of proposition that were received positively by the audience, and lots of starting points for product features. Alongside this, we defined a set of brand promises that would be used to guide our process.
We then went on to explore how to represent this visually through imagery, typography, colour and UI. These brand concepts were used to gather client and user input.
During the research it became clear that many people find financial information difficult to understand, and harder still to see the true value and significance behind the numbers. We wanted to show information by using simple and relatable forms. This became the basis for the visual language of the brand.
The art-direction signifies a new way of thinking, without alienating the audience. Communicating a feeling of simplicity without dumbing down. Palettes and 3D objects help define a tone of voice that’s optimistic and forward looking.
We used quantitative testing to validate and refine the brand concept before going on to the next phase.
The core functions of the platform were borrowing, repayment, controls and guidance. Around these areas we came up with feature ideas that would deliver on the promise of the brand.
We developed behaviourally-informed product features using opportunities provided by Open Banking tech; linking spending patterns to insights.
The brand direction was developed as a design system for iOS. This was built as a library of styles and components, using familiar patterns for an intuitive user experience. A shared styleguide allowed us to maintain a single source of truth while collaborating and iterating designs based on feedback.