Investing Accelerator

Project Consideration(s):

• An expedited delivery time was requested for this project, as the stakeholder wished to roll out the sales page in time to promote the launch. Due to time constraints, I had to forgo the surveying and testing I planned to do. 
  

Design Decisions:

• Color & Media: The original brand color palette consisted of bold pinks that the stakeholder wanted to honor and utilize throughout the page design. I facilitated conversation around expanding the color palette to include variations of colors usually associated with fintech, which would mean shifting away from the bold pink and towards blue, green, purple, and black. I adjusted the hues and saturation levels of these base colors to create the overall visual mood of the sales page. I combined illustrations with photography of working minority women to play off of the education and aspirational portions of the program. 
• Typography & Icon: For the heading typeface, I chose a display font that was feminine, modern, and legible, as the target audience for this program was minority middle-aged career women. I paired the display font with an easily scannable sans typeface. My iconography choices were driven by the need to convey complex messages cleanly. I went for icons that were a bit more complex but still had clean lines and were easy to follow and digest the meaning of alone but also when paired with supporting text.
• Web Copy Direction: I collaborated with a UX Copywriter for this project and directed them to focus on copy and phrases that would calm and disarm users. It's no secret that many people stress over finances and ways to grow their finances. We focused on using headings and supporting copy to ease investing anxiety and highlight how the program would shift the user from uneasiness to confidence.
• Wireframes & Prototypes: I worked my way up to Mid-Fidelity wireframes and used them to communicate the page structure and design direction to the client. I then built a Low-Code Prototype in Webflow and began further tweaking the layout and design, which ultimately became the base for the final build. 
  

Key Methods:

• Stakeholder Interview, Brainstorming, Sketching, Wireframing, Low-Code Prototyping, Hatch Utility Framework

Build Priorities:

• Effectively funnel target audience by implementing CTA's throughout the sales page
• Decrease friction to enrollment
• Use H1's to convey emotion and body copy to promote action
• 3 Seconds or Less page load time
• Prioritize Common Breakpoints & Fluidity in between
• Implement Donation integration and ambassador Inquiry Form.