The challenge
BRISKPE’s previous website was templated and failed to communicate the brand’s offerings, authenticity, and the need for BRISKPE to make cross-border payments. As a result, it led to reduced trust amongst users, fewer conversions, higher bounce rates, and lower app installs.
The first challenge entailed getting all stakeholders on board with the impact of design and explaining the roadmap and design strategy we aimed to follow for the brand.
Since BRISKPE catered to very distinct personas - SMEs and freelancers, with unique pain points, our next challenge was to build a one-product-fits-all experience that would cater to both audience segments.
- Create a website experience that builds trust in BRISKPE’s products and offerings
- Build levers of engagement and encourage users to download the app and use the platform
- Reduce bounce rates and increase conversions. These were the North Star metrics we aimed to achieve.
- Provide relevant knowledge to users without bombarding them with an overload of information.
Our approach
Our team began by collaborating closely with BRISKPE’s founders to uncover their vision for their product and unravel the insights they already had about the customers.
Discussions with SMEs and freelancers revealed users’ perceptions of the brand and its competitors, their decision-making process, usage patterns of other payment platforms, and their anxieties about using online fintech platforms.
While we were building the website experience, we parallelly started multiple explorations around the brand strategy, tone, and voice. We then crafted a cohesive story by combining the brand, UX, and messaging. This was then tested with real users to ensure the accuracy of the direction we’d taken.
- Primary and Secondary research
- Brand audit
- Competitor benchmarking
- Persona creation
- Tone and Voice
- Brand strategy
- Metric benchmarking
- Wireframing and prototyping
- Brand design
- UX design
- User testing
- UX writing
- Website UI design
Unclear brand messaging and inadequate visuals and messaging. Lack of awareness about the platform and its USPs. Low user engagement on the website.
Trustworthy Fintech platform that supports global payment receipts. Distinct and consistent brand and messaging. Top-of-the-line customer experience.
User goals and features
Freelancers
Seek fintech platforms that simplify cross-border payments, and offer quick, transparent transactions, with minimal platform fees. They also value platforms that can be integrated with popular freelance platforms for seamless invoicing and payments.
SMEs
Require a platform that makes streamlining and managing domestic and international payments easy. They value platforms that can be easily integrated with existing accounting systems.
UX UI Design
For BRISKPE, we crafted a digital experience that seamlessly blended appealing visuals and motion to strategically highlight key differentiators, making complex information easily digestible. Every element was designed to create a cohesive, dynamic journey that resonated with BRISKPE’s diverse audience. We also strengthened their digital branding by proposing a modern typography and color palette that aligned with their values of trust and transparency.
The homepage served as a powerful lead-generation tool. Using customer insights, we created a narrative that spoke about how the brand differentiates from the competition and how a potential consumer will appreciate the variety of benefits it offers. This was all done through creatively integrating motion design in the UI while strategically positioning prompts to build conversions.
Indian users are value-driven and experience-conscious. The transactions and savings calculator was designed around a key metric - transparency. This would help visitors compare BRISKPE’s charges and how it fares better as compared to other players. It also shows their potential savings by using BRISKPE, which establishes trust and further motivates them to use their product.
SMEs and freelancers are distinct audiences with different motivations to use a product - manage and receive global payments. The two different pages catered to exactly that. Unique messaging, visual design, information segmentation, and relevant benefits that would engage both audiences.
Interactive widgets on the homepage allowed users to toggle between currencies and explore different scenarios, creating a dynamic and engaging experience.