Note
To comply with my non-disclosure agreement, I have omitted specific confidential information showcasing the internal look and feel and functionalities of the Fintel Connect SaaS platform. More information is available upon request.
Challenge
Redesign Fintel Connect's marketing website so that brands and publishers, Fintel's main audience, can clearly understand the value offered by Fintel tools. Visitors were sometimes confused about Fintel Connect, how it connects publishers and brands, and how both target audiences would benefit from the products offered.
Challenge
Redesign Fintel Connect's marketing website so that brands and publishers, Fintel's main audience, can clearly understand the value offered by Fintel tools. Visitors were sometimes confused about Fintel Connect, how it connects publishers and brands, and how both target audiences would benefit from the products offered.
My Role
UX Design, UI Design, Prototyping, Visual Design
UX Design, UI Design, Prototyping, Visual Design
Tools
Figma, After Effects, Photoshop, Illustrator
Figma, After Effects, Photoshop, Illustrator
Launched
2021
2021
01 Understand
Fintel Connect is a bespoke performance affiliate marketing network which connects publishers and brands within the financial services space. In the context of affiliate marketing, a publisher is a blog, website, or social channel that drives traffic to a brand or company's site.
Fintel’s new marketing website needed to:
• better reflect Fintel Connect's technological advances
• promote 2 new products, Fintel Check and Fintel Performance
• be more engaging and impactful to both brands and publishers
• promote 2 new products, Fintel Check and Fintel Performance
• be more engaging and impactful to both brands and publishers
Their first marketing website was built in WordPress and Fintel's team would like to keep using the same CMS platform. Content and visual assets should be improved, the information architecture should include two new product pages and also display new brands and publishers' partnerships.
Here are some screens of the previous website.
Although functional and well structured, it was outdated and not visually appealing.
02 Think
Fintel's website needed to be tailored to two types of visitors: brands (or merchants) and publishers. Understanding their preferences, and also Fintel's business needs were essential to start the project. Google Analytics data could not be provided by the client at the time. To make design decisions based on user input, I focused on the qualitative data I gathered after conducting interviews with stakeholders.
A site map and wireframes were essential to align structural decisions around page sections, page elements and content strategy. Working collaboratively with Fintel, we got the following insights from our visual exploration:
Image assets – a healthy mix of infographics and animations would help Fintel Connect explain how their product works and how their tools were essential to brands and publishers.
Colour scheme – using Fintel's colour palette effectively could create the right atmosphere for content directed at brands and publishers.
Image assets – a healthy mix of infographics and animations would help Fintel Connect explain how their product works and how their tools were essential to brands and publishers.
Colour scheme – using Fintel's colour palette effectively could create the right atmosphere for content directed at brands and publishers.
03 Create
Fintel Connect's public-facing marketing website needed to reflect the different visual approaches for brands and publishers. Brands dealing with financial products need to establish trust and confidence through their website look and feel. Images that reflect publishers would add a human element to their website, something that was lacking on their first one.
As a result, for brand content, we used a tone of dark blue to represent elegance, authority, and intelligence — traits that are paramount to the financial industry. Dark blue was already present in Fintel's colour palette.
For publishers' content, a brighter blue made more sense and provided the look and feel that resonated with the audience: something optimistic, and human with images related to creating connections and bridges.
Fintel Connect also needed a way to better communicate two important products to their customers: Fintel Performance, an end-to-end solution to manage the performance marketing partnerships, and Fintel Check, an AI-driven monitoring and compliance tool which protects customers' brands and keeps their partners compliant.
After aligning our understanding of each product through discovery meetings, the process began with the design team creating two new logos that would follow the main brand guidelines. The ultimate goal was to solidify Fintel Connect's brand recognition while building a consistent sub-brand ecosystem. The colour studies passed through multiple rounds of reviews with stakeholders.
Upon consensus, the team agreed on the main visual concept that would guide all of the visual assets: finance-focused networks built through human connections. The two overlapping circles represent Fintel Connect's main target audiences — publishers and brands.
Fintel sub-brand ecosystem
Credits
It’s all about teamwork. I was lucky enough to work with amazing teammates in a great working environment and I’m truly thankful for that.
Mako Mizuno • Front-end development
James Dahl • Front-end development
WORK
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