INDUSTRY: FINTECH
| TIMELINE: FEB 2022 -APR 2023
Led design and crafted a unified brand ecosystem for a growing fintech
Brand study and analysis to build a cohesive and scalable brand experience for India's fastest unicorn fintech.
Role:
User Research, Business Analysis, Brand Research, Brand Identity and Application, Visual Language, Design Strategy, Marketing Strategy, Guidelines & Component Library, User experience, User Interface, Accessibility, Inclusive Design, Email Marketing, Powerpoint, Design Systems, Component library, Design Process, Mentorship, Social Media, Editorial Design
Team:
1 Design Lead (Me)
3+ Designers
3 Product Manager
2 Brand Lead
1 Chief Marketing Officer
5 Product Leads
Skills:
Client: Yubi
Challenge & Opportunity:
As the lead of a three-person design team, I spearheaded Yubi's brand and product marketing design efforts. Collaborating closely with brand, product, and product marketing leadership, we aimed to create a cohesive brand experience. Following Yubi's rebranding, we faced challenges in audience connection, legibility, and accessibility. My team tackled these issues by developing creative solutions and building a scalable brand ecosystem capable of adapting to Yubi's rapid growth. We focused on improving the brand's visual identity, messaging, and overall user experience, resulting in increased brand awareness and customer engagement.
REFLECTIONS & IMPACT
Impact of the brand refresh
Working closely with product managers, product marketing managers across seven financial products, and the brand team, we conducted a comprehensive analysis and synthesis of Yubi's brand challenges. This brand exercise enabled us to significantly enhance Yubi's brand language across all print and digital channels, resulting in
30%
Increase in user engagement
There was a notable increase in user engagement across all digital touch points
60%
Reduction in Turn Around Time
Developed and maintained design system, guidelines and components that sustained 7+ principle financial products, significantly reducing TAT
43%
Increase in Click Through Rates
Yubi's email marketing campaigns saw significant improvements, with a measurable increase in click-through rates and a substantial reduction in drop-off rates.
Problem Breakdown
Observational and brand research of the current visual language
Following the rebrand launch, we focused on applying the new visual language to everyday materials, identifying key challenges in the process. We collaborated with product leads, managers, and our external design agency to gather feedback
BRAND RESEARCh
Assessing brand impact: a survey of customers and teams
In collaboration with the brand lead, to gauge market perception and brand effectiveness, we conducted a survey with 30 participants, including current customers and internal teams. This survey explored audience perceptions of Yubi's current visual language, brand reach, and communication effectiveness.
ACCESSIBILITY Considerations
Colour palette accessibility improvements
Our internal research and user feedback consistently revealed insufficient colour contrast, impacting legibility. My team analysed the existing colour palette, assessing its accessibility and revising it to meet WCAG standards. We explored numerous foreground and background colour combinations, identifying those with the highest contrast ratios for optimal readability.
EXtended Colour palette
Expanding the colour palette
The existing colour palette proved insufficient for several key business needs. For instance, the limited colour range hindered clear differentiation between report and chat data, a critical issue in the financial sector where data visualisation is paramount. Furthermore, the palette restricted the design and functionality of UI dashboards.
To address these limitations and effectively support a wider range of use cases, we expanded the palette. While introducing new colours, we prioritised maintaining brand recognition by leveraging tints and shades of existing hues. We also strategically added two new colours specifically for data visualisation and UI dashboards.
Brand APPlication / SOCIAL MEDIA
Crafting a new brand application for social media marketing
Informed by our research, we reimagined existing branding elements. We simplified the brand patterns and Yubi's underlying concept into a pattern of lines and dots, symbolising the connection between lenders, borrowers, and investors. Our updated visuals feature relatable photography showcasing our target audience and their aspirations, alongside industry-focused imagery. We also prioritised high contrast between text and backgrounds for improved readability.
Brand APPlication / Powerpoint
Improving information design to improve comprehension
Brand APPlication / EMAIL MARKETING
Optimising information design: a focus on engagement and accessibility
Brand APPlication / EDitorial design
Optimising editorial readability: Print & Digital design enhancements
Accessibility Improvements
Creating more inclusive editorial collaterals
BRAND APPLICATION - DIGITAL TOUCHPOINT
Improving digital experiences with brand language
REFLECTION
My Learnings & Key Takeaways
Strategic Brand Research for a Cohesive User Experience
A key learning from this project was the power of collaborative, user-centered research. Working alongside product and brand teams, I gained access to research resources that facilitated extensive user studies with over 30 participants. This process revealed critical insights into brand perception and language inconsistencies. By analysing and synthesising these findings, we were able to enhance the design language, ensuring greater accessibility and inclusivity. Additionally, we expanded our reach by creating localised content tailored to the unique requirements of Tier 2 and Tier 3 priority sectors in India.
Systematic Design Direction
To enhance cross-functional collaboration and address resource constraints, we implemented a systematic design direction. This involved establishing clear design processes, leveraging project management tools like Asana, and developing a comprehensive design system. Built upon our established design language, this system included an extensive component library and detailed guidelines, supporting over five core financial products. This initiative resulted in a 60% reduction in turnaround time and significantly improved visual consistency across all platforms.
Mentorship and Team Building
I spearheaded the development of a centralised design team, leading over five designers to support Yubi's marketing efforts. This role provided a valuable opportunity to mentor team members and conduct design workshops, fostering skill development and enhancing overall team performance.