UI, UX, visual and motion design
I was the sole designer working on this project alongside a PM.
2019 - 2020
75% reduction (YoY) in cost of acquisition from 2019 to 2020
120% growth (YoY) of product unit sales from 2019 to 2020
200% growth (YoY) of product funding sales from 2019 to 2020
Refresh Financial originally lacked a strong visual identity, which had evolved organically over time. I led the initiative to unify the look and feel across the website, user dashboard, and marketing assets.
New website
❌ Original logo
Colors and style guideline between our website and platform did not match
✅ New logo
Color and font update
I initially explored some 2D isometric illustrations to give our brand a more playful feeling and later on experimented with 3D visuals.
Refresh has been helping Canadians from any background build a better financial reputation since 2015.
Their main products are the Credit Builder Loan and the Refresh Secured Card which help people build credit safely.
Our business relied heavily on customer service to deal with applications and inquiries.
In order to scale up, we had to automate most processes as it became very costly and time consuming for our agents to deal with every application.
I initially use our extensive database of users feedback from our customer service to helped us understand our main user’s pain points.
I spoke with customer support team leads to understand what the client on-boarding process was and what info was important to gather during sign up.
I conducted a competitor analysis by looking at other financial institutions such as banks and fintech companies.
Our clients don’t necessarily have time to talk to someone on the phone and can have a feeling of distrust toward some sale agents.
Our clients still mistake our Credit Builder Loan for a traditional loan, and don’t always understand how it works.
Our clients don't understand how a secured card work and that they need to make a deposit to use it.
I worked alongside a product manager and engineering to understand how we could automate most of the customer service’s tasks and improve the application process, hence improving our customer experience.
We made it possible for our clients to complete their application online from start to finish without having to talk to customer service.
We build a customer dashboard to allow user to use self-serve features and get update on their application status.
We initially tried to replicate the experience our clients were having on the phone where agents would gather info about their goals and financial situation in order to recommend a more personalized Credit Builder Loan.
We realized that the steps to personalize their profile were creating drop off because the conversation clients used to have on the phone with our agents wasn’t translating well on an online form.
User can select between 3 different packs which include either the Secured Card, the Credit Builder Loan or both.
A label is display next to the pack name to indicate the speed of the pack selected.
A description for each product included in the selected pack is displayed at the bottom.
Removed any mention of the word “size” to not be confused with a loan.
Removed explainer video as it wasn’t being watched.
Simplified how it works section into a 1-2-3 step.
Change size selection to a bi-weekly payment with a clearer breakdown.
75% reduction (YoY) in cost of acquisition from 2019 to 2020
120% growth (YoY) of product unit sales from 2019 to 2020
200% growth (YoY) of product funding sales from 2019 to 2020
Many iterations were launched without usability testing, leaving us to guess why it wasn’t working as intended.
Proper user interviews would have helped us pinpoint user expectations during sign up instead of relying on user feedback and reviews.
