CHOICE FINANCE
Website Redesign | UI/UX | Live Website
Rebranding Choice Finance's website to increase user engagement, attract more clients, help them achieve their financial aspirations, and promote value creation for society
PROJECT OVERVIEW
Choice International Limited, one of India's top financial services conglomerates, offers services not just to its own country but to the entire world. They are committed to helping their clients achieve their financial aspirations and promoting value creation for society.
THE PROBLEM
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Low conversion rate
The website's aesthetic was a visual wastebasket that did not reflect the brand's mission, making it unreliable.
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Poor navigation
Navigation and user flow were both very disorganized. There is inconsistency because some items in the navbar link to the same page while others navigate to different pages.
HIGH LEVEL TIMELINE
Overall: 10+ weeks
MAKE OF THE TEAM
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2 UX designer
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2 developers
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Me
KEY GOAL
create a new brand identity that resonates brand
TARGET USERS
Primary User:
Financial Service Consumers and Potential Investors
Secondary Users:
1. Job Seekers:
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Individuals exploring career opportunities in the financial services sector.
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Seeking information on job openings and company culture.
2. Team Members:
Employees and stakeholders of Choice Finance who need access to internal information and updates.
THE SOLUTION
Design and implement a new band identity align with choice finance's value and mission in cohesive and consistent user experience.
MY ROLE AND RESULT
As the UI/UX designer, I collaborated with the Choice Finance team to understand their goals, conducted user research, and achieved the following:
Results:
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Increased conversion rate by 20%
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Improved navigation and user experience
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Created a modern and visually appealing website that reflects Choice Finance's brand identity
REVIEW AND ANALYSIS
I started with reviewing the old website, how it looked, how the navigation was, the imagery used, the content etc etc etc. So here are my views on the old website. I consider these to be the drawbacks and also the pain points that the user must have faced.
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Improper IA: Lack of a proper Information Architecture.
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Outdated Design: Cluttered layout with outdated design elements.
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Blurry Icons and Imagery: Unnecessary usage of unclear icons and imagery.
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Navigation Issues: Found "404: Page Not Found" errors and inconsistency in link destinations.
Here's a quick comparison of before and after the redesign.
COMPETITIVE ANALYSIS
Competitive analysis helped us understand what the competitors are doing better, what things they use to improve their website and how we can improve ourselves.
Why was this done ?
We did this to gain insight into what our rivals are doing better and how Choice Finance can excel.
INFORMATION ARCHITECTURE
Information architecture
Taking insights from the previous version of the website and getting new information , I laid down all that info as a rough IA. After several iterations, we finalized the information architecture for the website. Now the backbone of the website is done, and everything is to be built upon it.
Why was this done ?
I did this to understand the layout of the website, like which elements would be placed where, so that it would be easier for me to understand the foundation.
WIREFRAMES
The placement of elements and the hierarchy issue were resolved by the creation of Low Fidelity wireframes based on the IA. There were a LOT of client-requested changes in the first few iterations. However, once I had a handle on the brand concept, I finished it by creating wireframes that the client liked.
HIGH FIDELITY SOLUTION
Browse through variety of fintech services as per your needs
The home page and the services page have listings of several services that Choice offers to the clients. Once the client views the service to their liking, they contact the team and start their journey.
SERVICE PAGE
Dedicated service page for different clients offered by Choice Finance.
This page details the different services that the website offers to its users, such as personal finance management, investment advice, and loan services.
ABOUT US PAGE
A redesigned brand that is bold, vibrant, and will help build a sense of trust among the client
High-quality, real life images that build trust, vivid colors, and an unorthodox design representing the non-conformist nature of the brand - the brand stand out from the crowd.
SUPER APP PAGE
Mobile app that allows tracking of all trading strategies .
This page contains various calculators for financial planning such as mortgage calculators, loan calculators, investment calculators, etc.
CAREER PAGE
Dedicated career page of different regions for applicants to apply
Job boards with different job cards are posted according to the openings in different regions of the world. Also, it’s just a form click away for the job poster to post the job; yep, that easy.
SOLVING DESIGN CHALLENGES
Design challenge 1
Redefining User Interaction with Enhanced CTA Buttons and Strategic Content Placement
Challenge: Choice Finance is facing a low conversion rate on its homepage, necessitating a comprehensive redesign.
The challenge is twofold:
1.CTA Optimization:
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Reimagine and optimize CTA buttons.
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Ensure CTAs are compelling, strategically positioned, and aligned with user intent.
2.Strategic Content Placement:
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Refine placement of strategic content.
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Maximize user engagement, guiding visitors through key financial services.
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Impact :
Increased Conversion Rate by 20%
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Before Redesign Conversion Rate: 2.5%
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After Redesign Conversion Rate: 3.0%
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Design Challenge 2
Streamlined Information Architecture
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Before Redesign IA Complexity: High
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After Redesign IA Complexity: Low
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Impact: 50% reduction in Information Architecture complexity.
Design Challenge 3
Fragmented Talent Acquisition and Inefficient Job Search
Challenge :
Choice Finance's career page is a hidden gem, failing to attract top talent. We need to transform it into a talent magnet, showcasing vibrant culture and streamlining the journey from discovery to hire.
Proposed Solution:
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Develop and launch a dedicated career page with clear navigation, regional job boards, and detailed job descriptions for all open positions.
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Implement an intuitive job search function with filters based on location, job type, experience level, and other relevant criteria
Impact :
Enhanced Job Application Process
Before Application Completion Time: 15 min
After Application Completion Time: 8 min
Impact: 46.7% reduction in job
application completion time.
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TITLE OF THE CALLOUT BLOCK
LESSONS LEARNED
This was my first full time internship project while continuing my college career. Time management was surely a task, but here are my few reflections.
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The importance of user research: User research helps you identify the pain points and areas for improvement in an existing product or service. This information is essential to developing a new product or service that will be more user-friendly and effective.
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The importance of collaboration: Collaboration is essential for any successful project. By working closely with the client and other members of the team, you can ensure that the final product meets all of the client's requirements.
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The importance of managing your time and resources effectively: Time management and resource management are essential skills for any professional. By developing these skills, you can ensure that you are able to complete your projects on time and within budget.