Bank Serving Small Business Owners of South Florida
UI/UX Design, Art Direction, Product Design
UX/UI Design
Designed and launched a responsive marketing website in multiple phases, delivering a seamless user experience tailored to South Florida’s vibrant business community and driving over 1,500 user sign-ups.
Art Direction
Created a playful and engaging visual identity inspired by Miami’s architecture and vibrant colors, resulting in a diverse image library and dynamic marketing campaigns that encapsulated the "Bank like a Local" ethos.
Product Design
Developed a budget calculator through wireframes, iterations, and prototypes, including an interactive map feature that highlighted Locality’s business clients, enhancing user engagement and connection to the local community.
The Basics:
Role:
As the UI/UX Designer, I collaborated closely with Locality’s founders and the Nymbus marketing team. My role involved creating a fully functional marketing site, developing a cohesive visual brand, and producing an interactive budget calculator based on user research. I guided the project through wireframes, prototypes, and multiple design stages.
Problem and Opportunity:
South Florida’s small business owners needed a banking solution that resonated with their local identity. We saw an opportunity to address this by using vibrant imagery and intuitive design that highlighted local businesses like construction and wholesale.
Art Direction from a launch campaign that employed the bright colors and shapes from Miami architecture
Key Stakeholders and their Priorities:
Client: Develop a platform where SMB owners can upload tax documents and see qualifying loans.
CMO: Create a marketing site that drives users to download the app.
VP: Ensure the site looks modern and meets accessibility standards.
Developer: Define the functionality and how it integrates with tax document uploads.
Content Strategist: Utilize local themes and messaging to attract small business owners.
Junior Designers: Ensure consistency in social graphics and collateral.
The Discovery:
Who are the users/audience:
South Florida’s SMB owners include wholesalers, construction contractors, doctors, and lawyers. Our research revealed a gap in financial communication among couples, with 40% not discussing finances before engagement.
Research and Competitor Analysis:
We compiled a comprehensive 100-page playbook, analyzing competitors and their digital budgeting tools. Our goal was to provide a straightforward solution that simplified financial management without overwhelming users, unlike more complex tools like Mint.
The Process:
Strategize:
We began by developing a basic MVP site, which laid the foundation for our project. From initial wireframes, we progressed to creating low and high-fidelity prototypes in Figma, carefully mapping out the user journey and functionality. Each phase was designed to build upon the previous, allowing us to integrate advanced features and ensure scalability for future enhancements.
Visualize:
In crafting the site's visual identity, I drew inspiration from Miami's vibrant culture and architecture. The design featured a color palette reflective of South Florida’s lively atmosphere, complemented by stock photos and vector silhouettes that highlighted local business scenes. This approach was intended to foster a strong connection with users, making them feel proud and engaged with their local roots.
Experience:
Our design aimed to embody the unique vibe of South Florida while ensuring usability and accessibility. Through iterative design cycles and user testing, I refined the site's visual appeal and functionality to enhance user engagement. The final product effectively communicated Locality’s brand message and provided an inviting user experience.
Iterate:
Throughout the project, we continually incorporated feedback and introduced new features. Key updates included a QR-coded window cling for business networking and an interactive map showcasing Locality’s business clients. Each iteration focused on maintaining a clean, simple aesthetic while ensuring the site remained functional and user-friendly.
The Outcome:
Final Decisions and Tradeoffs:
The Locality website was launched in phases over six months. I developed a marketing design system that included colors, buttons, typography, and toolbars to support scalability. The evolving project scope required quick thinking and agile collaboration. Working with the Locality team was a fantastic experience that enhanced my design skills and adaptability.
Marketing Design System - Included essential components like colors, buttons, typography, and toolbars to ensure consistency and scalability.
