challenge
As Money.ca was a legacy brand with significant recognition in the finance market in Canada, the product faced the challenge of feeling dated and disconnected from their users.
To solidify their position as a reputable source in the industry, they needed a refreshed visual language to help elevate their brand and craft an intuitive interface for their digital presence.
The goal was to discover what users needed most with regard to their finances and integrate these findings with elegant design, all while ensuring accessibility and inclusiveness for a diverse range of users and their unique needs.
process
Working in collaboration with an external agency, Iexperi, for user and market research I used their findings to distil the predominant conclusions.
We chose to focus on exploring the process of getting a mortgage in Canada for the launch due to its popularity in keyword research and the desirability of the related tools on the market, with multiple competitors developing various solutions for this space. We also found that there was no searchable index of providers.
Our key opportunities focused on creating a mortgage comparison tool and a mortgage broker index. Our unique selling point was to give users a seamless, customised, digital mortgage experience.
Once the research was completed I set about wireframes. I added and built on the experience by crafting a localised map so that users could find brokers and specialists in their local area. To further personalise the product, I added profiles for these local brokers.
Outcome
With our goal in high definition, I set about crafting a brand that would support this fully. The brand solution was to refresh our existing look and feel with a contemporary edge. Focusing on the idea of ‘championing finance’ I created a brand that feels bold and empowering. With clear blue skies and an emphasis on freedom, the visual direction holds a refreshing tone.
The end goal of the site was to connect users with the best mortgage options so this was a focus of my UX & design phase. I designed components that simplified the mortgage jargon and presented essential information in a clearly defined hierarchy.
We completed the research, UX, branding and wireframes before Money.ca was folded into the larger product roadmap for the Money pillar in early 2023.
