My Role
My Role
Product designer
Product designer
Timeline
Timeline
May 2023-July 2023 (3 Months)
May 2023-July 2023 (3 Months)
Project description
Project description
As the primary designer, I took a key role in the redesign of Scripbox's website to match their rebranding efforts. Scripbox, a major mutual fund broker with over $2 billion in assets under management, entrusted me with the day-to-day design work, while a lead designer provided oversight. Our goal was to align the website with the new brand identity.
As the primary designer, I took a key role in the redesign of Scripbox's website to match their rebranding efforts. Scripbox, a major mutual fund broker with over $2 billion in assets under management, entrusted me with the day-to-day design work, while a lead designer provided oversight. Our goal was to align the website with the new brand identity.
Team members
Team members
Sandeep Prabhakaran (PM, Senior Designer)
Neha Dinesh (Illustrator)
Challenges & Constraints
Challenges & Constraints
Updating Scripbox's website had long been overdue, necessitating a comprehensive overhaul of both user experience and the business model. The project marked a complete rebranding effort, which introduced several notable constraints:
Updating Scripbox's website had long been overdue, necessitating a comprehensive overhaul of both user experience and the business model. The project marked a complete rebranding effort, which introduced several notable constraints:
Visual Consistency
Visual Consistency
The website redesign needed to closely align with the new mobile app's visual style, limiting our ability to explore entirely new design approaches.
The website redesign needed to closely align with the new mobile app's visual style, limiting our ability to explore entirely new design approaches.
Time Constraint
Time Constraint
The client had a predetermined launch date in mind before we even started the project, placing a significant time pressure on the team.
The client had a predetermined launch date in mind before we even started the project, placing a significant time pressure on the team.
Static Site Limitation
Static Site Limitation
Given the tight project deadline, we opted to stick with a static site approach to avoid overburdening the development team with complex technical experiments.
Given the tight project deadline, we opted to stick with a static site approach to avoid overburdening the development team with complex technical experiments.
Competitive audit
Competitive audit
In our extensive competitive audit of local and international fintech companies, we noticed a common trend. These companies often emphasized statistics and features while overlooking their own unique identity.
In response, we strategically chose to stand out. Rather than focusing on conventional numbers and features, we decided to infuse our website with a compelling narrative that reflects our company's essence, ensuring visitors experience something distinct and engaging.
In our extensive competitive audit of local and international fintech companies, we noticed a common trend. These companies often emphasized statistics and features while overlooking their own unique identity.
In response, we strategically chose to stand out. Rather than focusing on conventional numbers and features, we decided to infuse our website with a compelling narrative that reflects our company's essence, ensuring visitors experience something distinct and engaging.
Version 1
Our journey to define the website's narrative was meticulous and thoughtful. After numerous iterations and extensive deliberations, we landed on a storytelling approach centered around three core investor user journeys within an investment lifecycle
Invest
We spotlighted our investment advice services, emphasizing the value we provide to investors seeking guidance.
Course Correction
We emphasized our quarterly review process and recommendations, demonstrating our dedication to keeping investors on the right financial path.
Exit recommendations
We drew attention to our tax-saving and exit recommendations features, ensuring users are well-informed when making crucial financial decisions.
Feedback
Feedback
Upon presenting this concept to the client, they expressed reservations about proceeding due to its experimental nature, anticipating significantly increased development efforts. As an alternative, they encouraged us to explore a concept that would spotlight their products to drive business growth. Looking back, it's evident that their decision was a prudent one.
Upon presenting this concept to the client, they expressed reservations about proceeding due to its experimental nature, anticipating significantly increased development efforts. As an alternative, they encouraged us to explore a concept that would spotlight their products to drive business growth. Looking back, it's evident that their decision was a prudent one.
Version 2
Version 2
We veered away from the scroll animation concept and opted for a straightforward yet visually striking design that would resonate with our sophisticated audience, primarily aged between 30 and 50. To create a welcoming and user-friendly experience, we chose a light color palette. Recognizing that 75% of the website's users accessed it via smartphones, we adopted a mobile-first approach to ensure seamless accessibility and engagement across all devices.
We veered away from the scroll animation concept and opted for a straightforward yet visually striking design that would resonate with our sophisticated audience, primarily aged between 30 and 50. To create a welcoming and user-friendly experience, we chose a light color palette. Recognizing that 75% of the website's users accessed it via smartphones, we adopted a mobile-first approach to ensure seamless accessibility and engagement across all devices.
Home page
Home page
With a primary focus on app downloads and conversion, we strategically positioned these goals in the first and second sections of the homepage. To enhance user engagement, we incorporated an interactive element that captivates visitors. Notably, we featured a sample asset allocation calculator, tailored to individual risk profiles, offering a hands-on experience right from the homepage. This approach ensured that users felt both informed and engaged from their very first interaction with the site.
With a primary focus on app downloads and conversion, we strategically positioned these goals in the first and second sections of the homepage. To enhance user engagement, we incorporated an interactive element that captivates visitors. Notably, we featured a sample asset allocation calculator, tailored to individual risk profiles, offering a hands-on experience right from the homepage. This approach ensured that users felt both informed and engaged from their very first interaction with the site.
Visual mockups
Visual mockups
One of the central challenges we faced in this project was the creation of compelling visual mockups. It required designing eye-catching and aesthetically pleasing representations of the products to engage and entice our sophisticated audience.
One of the central challenges we faced in this project was the creation of compelling visual mockups. It required designing eye-catching and aesthetically pleasing representations of the products to engage and entice our sophisticated audience.
Calculators
Calculators
A key SEO feature of Scripbox was the provision of various calculators for their customers. These calculators, including the Retirement Corpus Calculator, Child Education Calculator, and Child Head-Start Calculator, were instrumental in providing users with valuable financial planning tools.
A key SEO feature of Scripbox was the provision of various calculators for their customers. These calculators, including the Retirement Corpus Calculator, Child Education Calculator, and Child Head-Start Calculator, were instrumental in providing users with valuable financial planning tools.
Key takeaways
Key takeaways
From a business perspective, I learned to prioritize solutions with an understanding of their critical impact on the overall success of the project.
From a business perspective, I learned to prioritize solutions with an understanding of their critical impact on the overall success of the project.
Dealing with rejections, I learned the importance of approaching design feedback with a rational mindset rather than an emotional one. It helped me become a better designer.
Dealing with rejections, I learned the importance of approaching design feedback with a rational mindset rather than an emotional one. It helped me become a better designer.
In terms of time management, I gained a deep appreciation for its significance, as it played a pivotal role in meeting project deadlines and objectives.
In terms of time management, I gained a deep appreciation for its significance, as it played a pivotal role in meeting project deadlines and objectives.
Effective communication revealed that engaging with stakeholders and team members often determined project success.
Effective communication revealed that engaging with stakeholders and team members often determined project success.
Collaborating closely with developers, I understood that a successful dev handoff is essential for translating design concepts into a functioning product.
Collaborating closely with developers, I understood that a successful dev handoff is essential for translating design concepts into a functioning product.
Embracing minimalism as a design principle, I discovered that the concept of "less is more" can have a profound impact on user experience and aesthetics.
Embracing minimalism as a design principle, I discovered that the concept of "less is more" can have a profound impact on user experience and aesthetics.
In hindsight, I acquired a wealth of wisdom from this project. The journey was a rollercoaster ride, filled with both enjoyment and setbacks, yet I cherished every moment, collaborating on the product with this exceptional team.
In hindsight, I acquired a wealth of wisdom from this project. The journey was a rollercoaster ride, filled with both enjoyment and setbacks, yet I cherished every moment, collaborating on the product with this exceptional team.
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Few Highlights
Few Highlights
