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    Case study - Website design and development - design thinking research driven

    Web Design Case Study: Plugging the branding of a regional Deep Tech unicorn within its recent FinTech acquisition.

    About the Company:

    A regional technology-based financial company with a product portfolio of payment gateways and fraud detection, who was officially acquired by a multinational unicorn.

    Brief:

    The company did not have its website updated for more than five years. The present version was dated, and not a proper representation of its improved product, service and growth. Based on a recent study of its existing & potential client base and competitors, the company was struggling with its skewed image led by its digital assets especially the website.

    Post-acquisition, they kicked off a full website revamp process to resonate with its vision to become the most friendly payment gateway for all businesses especially the startup and new business cohort.

    Goals

    Approach

    Result

    • Strengthen brand’s competitiveness against competitors especially in acquiring startup companies.
    • Communication & Content – Highlight Unique Selling Proposition (USP). Build content tailored for multiple stakeholders, minimize questions and enable social channel access.
    • Increase Website Traffic by 12%
    • Increase conversion and retention rate on website
    • Simple and Easy Access – Focus on making the entire customer journey humanized and seamless. The website visitor should feel they are in control and understands the product onboarding process without much external help.
    • Decreased Mobile traffic bounce rate by 16%
    • Strengthen the brand’s credibility and presence as simple, reliable and secure FinTech enabler in the global market.

     

    • Incorporate brand elements of the acquirer, without losing the identity of the acquired company.
    • Strong presence – Unique brand representation/colours/shape. Believable trusted, approachable. Trilingual content
    • Increased Average Pages per Session by 21%

     

    Technical Requirements

    • Mobile-first approach, SEO friendly.
    • No dependency on acquirer company’s server and/or existing infrastructure
    • WCAG2.1 compliant
    • Key browser supported – Chrome, Safari, IE, Edge, Firefox
    • CMS for an easy blog update. Maintenance, security and update fixes of the CMS
    • Platforms Support – Windows, Mac OS X, Android, IOS
    • Auto sitemap, robot.txt
    • Implement chatbot engine
    • i18n ready (Admin+Frontend+Emails)
    • Auto regular backup

    Approach:

    The brand came with concerns and issues associated with their website that had an outdated look, feel, and function.

    Customer first design thinking process

    Led by Customer-first design thinking approach and exhaustive competitor research, we created user personas. Our Design, Development, and SEO teams worked collaboratively together with the client’s marketing team to create a unique and functional website that would have subtle brand reinforcements of the acquirer company without losing its innate identity. The site needed to be functional, easy to navigate, and offer a seamless sign-in/onboarding experience for its target customers.

    Tech stack: Node.js web application on AWS.

    Planning your next website refresh? Connect with us to design and develop your next mobile-first website or build your app.