Borrowell · Fintech · Desktop and Mobile web Experience

A revamped website for Borrowell that converts visitors into members

Providing easy access to members credit history, with the website acting as the sole source of traffic for monitoring credit profiles.

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Highlights

  • Borrowell wanted to redesign their website to meet their business goals
  • Improved overall User Experience, Accessibility and Conversions
  • Implemented a mobile-friendly experience for 70% of the visitors
  • Improved SEO ranking, bringing more traffic to the website

Company: TribalScale (2018)

Client: Borrowell · Finance

Role: Senior Product Designer

Team: Project Manager, 2 Developers, Junior UX/UI designer, Senior Product Designer, Head of Product Design from Borrowell

Toronto-based FinTech, Borrowell, engaged TribalScale for a website rewrite and redesign to assist them in achieving their strategic goal: draw greater attention to their revenue-generating products.

Borrowell provides members with easy access to their credit history, with the website acting as the sole source of traffic for monitoring credit profiles.

Since 75% of traffic to their site was from mobile devices, Borrowell knew they needed to launch a revamped website that would convert visitors into customers, build brand trust and confidence, and empower Canadians to improve their financial well-being through Borrowell’s intuitive and innovative tools and information.

Challenge · The business problem

Borrowell’s existing website faced a number of challenges that prevented the FinTech from bringing in revenue through their full repertoire of product offerings including loans, credit cards, and more. Those challenges included:

  • Under performant keywords and search engine optimization (SEO) relative to competitors, leading to a loss in organic traffic
  • High spending on digital advertising
  • Mismatch in the user experience between the website, applications, and the overall brand
  • Gated content limiting potential consumer exposure to Borrowell’s offerings and benefits
  • Outdated and counter-intuitive website design and layout with little informative content
  • Lack of compliance with AA accessibility standards

In addition to that, Borrowell just updated their brand identity and wanted to bring to their new website, with a set of new images, colours, and vision.

Solution

Borrowell’s ultimate goal was to launch a revamped website that would convert visitors into customers, build brand trust and confidence, and empower Canadians to improve their financial well-being through Borrowell’s intuitive and innovative tools and information. In order to do so, we engaged in the following:

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Discovery, Research and Information Architecture

Our team led a series of design activities with Borrowell’s stakeholders to identify a) how to best reflect their brand ethos and b) to determine all essential web pages.

We defined and built Information Architecture that would reflect services and other helpful resources Borrowell wanted to provide for its customers.

Further, we ensured the design was AA accessibility compliant and uniform throughout.

 

Use of Modules and Design System

Rather than build each distinct page from scratch, which is costly, we took a forward-thinking approach and opted for a modular site where components could be used and re-used down the road. With a modular site, employees would be able to easily build a page by mixing and matching various components in line with their needs.

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Platform and Technology

Working closely with our team of engineers, we decided to use Contentful, a content management system, and GatsbyJS, a modern website generator framework, we built a site that was dynamically generated, highly customizable, quick, responsive, and allowed for excellent SEO.

We also worked very closely with the Borrowell team and taught them how to use Contentful through a workshop, how to model within, and how the project integrates Contentful architecturally. This helped the whole team best understand how to build upon the site in the future, and allowed for post-engagement self-sufficiency.

As a result of this collaboration, we built a high performance, accessible and easy-to-use desktop and mobile experience, with the main focus on mobile experience.

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Cross-communication and Integrated Work

Our team of a Product Manager, 2 Product Designers and Engineers worked together in Borrowell's office to facilitate efficient learning and seamless collaboration.

We worked together to discover, document, and understand the unique business needs. Functioning as a single team, we assessed the audience makeup, discussed the new branding, and analyzed competitors in the market.

During the process, we implemented continuous testing, rapid delivery cycles, and a focus on designing and developing for accessibility, to make sure the largest possible audience could access and use the website both on desktop and mobile devices.

"

We contracted Tribal Scale to re-design our website, Alex was the primary designer on the project. As the Head of Design, it was a pleasure working with Alex, who was not only able to execute on the creative direction from my team but showed the maturity to work with me as a peer, contributing his vast industry knowledge and design craft. He was always very collaborative and in the end, we ended up with a high-quality website in a short period of time. Looking forward to hopefully working together again.

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Patryk Adamczyk

CX & Product Design Leadership

Outcome

How Borrowell benefited

Through our work, we helped Borrowell expand their reach, attract and convert visitors, improve their SEO ranking, and educate potential and real clients on their extensive product offering.

The website rebuild and design dramatically increased Borrowell’s scores across the board.

By working very closely with Borrowell’s team throughout the course of the engagement, we were able to deliver an innovative website that met their technological and business challenges, and one that was well within budget.

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Alexander Hess Gasiul

 Toronto, Canada 🇨🇦