Vitamin Website

Adding delight

Project summary

Vitamin is an investing platform targeted at women. The mission was to power financial futures for all women and become women’s integrated financial companion, offering guidance to their life circumstances to achieve their goals.

Until recently, the company was only offering advice on investing, but now it was able to offer investment portfolios for women as well. This needed to be reflected on the website in order to drive new user registrations.

1 ✍️
Design audit of existing
elements

Vitamin was working with an external brand agency to find a bold, strong and powerful brand. Although vitamin was a fintech company, the branding around it was made to be a lifestyle brand, making investing and finance less dry and boring, but more delightful and more importantly, easy. The brand had several bold main colours to give it a distinguished look from other investing-related brands and a bold logo that was used together with imagery.

Although the colours and styles were bold and fresh, the existing website was still lacking the “delightful” experience we were looking for.

Existing brand styles

Usage of Colors

Usage of Illustrations

Usage of Imagery

Existing Website

2 👀
Defining the problems

After conducting the design audit of the brand guidelines and the existing website, we were able to pinpoint several issues that needed to be resolved:

Colors

The colour palette needed to be expanded. There was a lack of contrast and not enough light and dark colour variants to build a well-curated digital product and a working user interface that is consistent with the brand and mission.

Imagery

Women as imagery in various shapes or the "V" shape logo feels very distracting. since the topic of investing is already very complex in itself, we had to find a solution to provide cleaner and more essential visual elements.

Illustrations

The brand comes with several Illustrations mainly to help visualise vitamins' main usps. However, there were no rules in place as to where, how, and when to use the Illustration throughout product and web. There was a need to find a way to make Illustrations and imagery work alongside each other

Overall Delight

Looking at the current website, it was clear that the aspect of delight was not well incorporated. The website did not reflect vitamins' mission and still seemed complex and heavy. The bold colours were not represented enough.

3💡
Brand kick off workshop

In order to understand how we can improve the current website design and strategy, we needed to define our user’s main pains and understand the areas where we should focus on.

Focus on our Target group

First, we took a look at our main personas and the main needs we needed to solve:

Guidance

The need for a sense of belonging and guidance

Peace of mind

Minimum effort and ease

How might we?

Based on our design audit and found problems, the team came up with some “how might we” questions to define the most important Jobs To Be Done.

How might we take away the fear of users to start investing?

How might we help the user to take the first step?

How might we change the perception of investing being daunting?

How might we create emotions?

👁 Finding a Visual Style

We had To find a better visual style that reflects our mission and brand styles and resonates with our target group, we had a workshop to brainstorm and collect ideas.

Animated headers

Using videos instead of complex content to help understand the investment topic and create a more delightful approach.

Bold colors as delight element

UI that looks and feels fresh (bright brand colours, UI elements), uplifting and personal (illustrations and inclusive, relatable copy) because we believe it can be our differentiator in the FinTech space as well as excite our users about a process that usually isn’t that fun.