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The brand came with concerns and issues associated with their website that had an outdated look, feel, and function.

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.