Wine meets Fintech
"This project reinforced the importance of understanding the target audience and building trust through design, particularly crucial in the fintech industry."
Executive Summary
WineFi, a fintech start-up, required a website redesign to better align with its brand identity and business goals. Through a user-centric design process, focusing on trust-building, lead generation, and scalability, a visually appealing and functional website was delivered in a timeframe of 2 months.
Introduction
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The existing website failed to meet the founder's and stakeholders' expectations, lacking trust, cohesive aesthetics, lead generation capabilities, and scalability. The existing copy and content structure needed to be enhanced with impactful visuals and a user-centric design.
Goals:
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Create a visually appealing design that fosters trust among potential investors in the fine wine market.
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Implement strategic design elements and calls to action to capture leads.
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Develop a scalable design system and flexible layout.
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Ensure the website's design aligns with WineFi's unique brand identity and values within the fintech industry.
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Complete the project within a 2-month timeframe to meet business needs.
Research and Analysis:
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Identified specific areas where the design fell short of stakeholder requirements, applied Colour and Gestalt theory to pinpoint areas for improvement in visual cohesion and user experience
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Created a UX Review to inform analysis.
My Approach​
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I believe conveying trust comes at both conscious and subconscious levels. If the typography and colour palette are not cohesive with the subject matter, the disparity will subconsciously create mistrust. To address this, I proposed a new visual style guide and a basic design system as a starting point for the redesign. This would ensure consistency and foster a sense of trust and reliability for WineFi's potential investors.
Design
Design Solutions:​
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Implemented a simplified colour palette and typography style, with clear usage rules to ensure consistency and brand alignment.
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Developed a comprehensive design system with layout rules, typography styles, button variations, reusable components, and mobile/desktop adaptability. This system provided a foundation for scalability and future design iterations.
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Integrated video content to showcase the founder's vision, humanising the brand and enhancing credibility.
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Utilised high-quality images and graphics to reinforce the brand's premium aesthetic and message.
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Incorporated a blog section to drive organic traffic through SEO marketing and position WineFi as an industry thought leader.
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Introduced "individual" and "partner" modes to cater to different target audiences, enabling future personalisation and scalability.
Implementation:
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Worked closely with the Webflow developer, including demoing prototypes and leveraging auto-layout in Figma and Webflow plugins to expedite the design-to-production process. This collaborative approach ensured a smooth transition from design to a functional website.
Result:
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Delivered a visually appealing, fintech-focused design that aligns with WineFi's brand identity and instils user trust.
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Implemented strategic design elements to capture leads effectively, supporting WineFi's business goals.
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Established a scalable design system, ready to accommodate future content expansion and personalisation for different user segments.
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Completed the entire project from design to production in a 2-month timeframe.
Conclusion
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​The WineFi website redesign achieved its goals, delivering a visually appealing and user-centric desktop and mobile designs and iproduction in record time. While early feedback is positive, the true measure of success lies in the site's ability to drive measurable results over time.
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Next Steps:
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Analyse website data to track user engagement and lead generation.
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Gather user feedback to identify areas for improvement.
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Iterate on the design based on data and feedback.
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Expand content marketing efforts to attract and engage potential investors.
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Explore further personalisation options to enhance user experience, including sign up process and platform integration.
This case study reflects the importance of visual design in creating a cohesive and impactful relationship between content and visual design, especially in a trust-sensitive industry like fintech.