Offering an approachable financial planning and reporting solution for startup founders, the company recognised the need to establish a strong foundation in user experience during its initial development phase. They invite me to create a fresh visual identity that can engage the target audience and to craft an accessible and user-friendly journey for early adopters.
Having the opportunity to arrange discussions business customers, my research approach included semi-structured interviews to understand the points in their current financial reporting processes and pin down the workflow requirements. After the first prototypes created, I conducted moderated user testing sessions focusing on interface navigation patterns, task completion rates, and user satisfaction metrics.
The goal of the brand refreshment was to create a loveable brand identity that can engage the audience emotionally. This required me to analyse the preferences of the target market, implement design elements that promote trust, and develop visual hierarchy for the interface components.
The iterative process involved discussions with the development team and an agile, component-first design system. The collaboration allowed for a flexible work process and eventually a beta launch that could already provide a lightweight solution to display complex financial reporting.
