2022 | wamo.io

Banking simplified for small and medium businesses

Overview

Wamo is an online banking platform targeting small and medium enterprises offering robust banking, payment, invoice, and other business-centric solutions.

The objective of the project was to redesign and develop a marketing website along with key improvements for the mobile app. The primary goal for the website was to highlight key offerings from WAMO for the prospects and improve conversion by creating engagement on the website with the right targetted content.

The app design focus was to improve the user experience (UX) of some of the key flows of the app that will be featured on the website for showcasing service experience for the prospects.

My Role

As a product designer, I was involved in Secondary Market Research and Competitor app audit, Information Architecture, User flows, low and mid-fidelity Wireframes, UI design and Visual design

Team: Head of Product & Marketing team(client side), Product Manager, Engineering team

Duration: 12 weeks

The Problem

To Redesign and enhance their marketing website

The old website's cluttered design and confusing navigation resulted in a high 60% bounce rate, indicating a lack of user engagement. The low 2% conversion rate underscored the challenge, prompting the redesign to enhance user experience and boost conversions for WAMO's services.

The Challenge

Diverse SMB Audience: Tailoring the design to meet the varied needs of different Small Medium businesses.

Building Trust and Credibility: Building credibility for a business card provider involves demonstrating reliability and quality.

Scalability and Differentiation: Designing for future growth, incorporating unique selling points and maintaining consistency across platforms

The Scope

To Transform the website into a responsive, visually appealing and engaging marketing website boosting conversion.

To establish WAMO as a trustworthy ally for SMBs through a compelling brand identity, design an engaging website that effectively communicates the advantages of WAMO's business cards, enhance customer retention via seamless user experiences, and ensure the website and brand identity are scalable for future growth and product expansions.

The Outcome

We introduced strategic navigation for a comprehensive overview of WAMO's offerings and sections, enhancing user experience. Clear, intuitive menu structures facilitate effortless exploration, while a visually appealing brand overhaul encourages deeper engagement, resulting in an overall more satisfying user experience

Before - The previous WAMO website lacked effective navigation, featured an overwhelming use of colors without a cohesive brand identity, and struggled to inspire trust among visitors.

After - Simplified navigation, adopted a cohesive color scheme for a strong brand identity, and strategically integrated trust-building elements and streamlined structure ensuring an enhanced user experience.

WAMO at a glance : Discovering features

On the WAMO homepage, we thoughtfully crafted distinct sections, spotlighting our business solutions for immediate understanding. Carefully designed information hierarchy ensures users quickly grasp how WAMO can transform their businesses. Each feature seamlessly leads to detailed pages, providing in-depth insights, ensuring visitors have a comprehensive understanding of our offerings and empowering them to make informed decisions.

Transparent Pricing: Clarity in Every Detail

Understanding the significance of pricing in decision-making, we designed a user-friendly and easily scannable layout, ensuring there are no uncertainties. By dedicating a specific page, we provide comprehensive details, eliminating any ambiguity and empowering visitors with clear insights into our pricing structure.

Color Harmony: Unifying WAMO's Online Presence

Streamlined the brand palette. The old website had excessive use of colors. By limiting the palette to 1 or 2 key colors, we established a strong color association for the brand, ensuring a unified and cohesive visual identity across the website.

Real Success with WAMO: Trusted Testimonials

Utilizing social proof, WAMO highlights real companies using their services. Through authentic photos and detailed case studies, these success stories create trust, offering genuine endorsements and showcasing the tangible impact WAMO has had on businesses.

01 - RESEARCH

The key focus of the secondary research phase was to audit similar players to identify strategic opportunities, AHA moments, design principles and experiences that should be considered for designing the marketing website. The goal was to clearly articulate the target audience with strategies and action items that will lead them to conversion.

Competitor audit

I identified a few key players in the business banking space, both direct and indirect competitors to conduct website audit. When evaluating competitors' websites, I prioritized key design elements. I assessed product presentation, trust indicators, unique features emphasis, and conversion-focused design.

Lastly, I examined competitors' use of elegant design and interactive content, such as videos, to convey messages with impact and simplicity.

KEY RESEARCH LEARNINGS

Some of the key observations and learnings from the audit were the guiding principles to emphasize what differentiates WAMO, focusing on its unique features and benefits.

  1. Using visuals and interactive elements to showcase product benefits clearly.

  2. Leveraging customer reviews and case studies to establish credibility and trust.

  3. Align design with user expectations to foster trust and encourage conversions.

  4. Implement live chat and chatbots for instant user engagement and assistance.

  5. Simplicity and Glanceable Content by presenting services elegantly, using concise, interactive content like videos for impactful messaging.

02 - INFORMATION ARCHITECTURE

The information architecture of the old website was convoluted and lacked intuitive organization. Navigational pathways and menu was unclear and confusing, making it challenging for visitors to locate specific information about WAMO's products and services.

By organizing content logically and intuitively, visitors could seamlessly navigate through the website, swiftly finding the information they sought. The clear hierarchy and structured layout ensured that visitors, including SMB owners at various entrepreneurial stages, easily understood WAMO's product offerings and unique value propositions.

03 - BRANDING

In the process of redefining WAMO's brand identity, a thorough exploration was conducted through multiple moodboards and color palette concepts. Various ideas were presented to the larger WAMO team, encouraging active participation and diverse perspectives. After a collaborative review, a winning concept emerged, garnering the most positive response. This concept became the cornerstone for further exploration, guiding the development of WAMO's visual identity and branding strategy, ensuring a cohesive and resonant brand presence

04 - VISUAL DESIGN

The visual design process presented a unique challenge: transitioning from a colorful yet untrustworthy website to one that was bold, secure, and user-friendly. Achieving this balance involved crafting a homepage with bold visuals and clear messaging, instilling trust and capturing attention. On product pages, the challenge was integrating creativity without overwhelming users. By harmonizing boldness with reassuring elements, the design successfully created a visually appealing and trustworthy digital space for WAMO's audience. Real people were strategically showcased in their work environments, adding authenticity to the design and enhancing the user connection with WAMO's services

05 - TESTING

The testing process for the WAMO website was meticulous and user-focused, specifically tailored to achieve the project's overarching goal of brand repositioning and building trust with users. The objective was not only to ensure usability and ease of navigation but also to make the website highly informative, detailed, thorough Information Architecture and persuasive in its content. By testing with small and medium-sized business (SMB) users, the focus was on crafting a website experience that resonated with the target audience.

TEST RESULTS

The process involved continuous monitoring, analysis, and iterative improvements based on the gathered data. Utilized tools like Google Analytics to track website traffic, user behavior, bounce rates, session durations, and conversion rates, providing detailed insights into user engagement and site performance.

“Building a brand, finding the brand’s core, communicating the brand values, rebranding, and many more... Not an easy job. It takes months, discussions, and countless meetings and it still continues.

On this journey, we’re very grateful that we had great partners like NOIN. They listened, they understood, and they brought our brand to a different level.”

— Sirma Er - Head of Marketing, WAMO

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