Introduction

As a Senior Designer at Nymbus, I led the design of the marketing website and budget calculator for Hitched, a joint banking platform for couples. Working in an in-house agency capacity, I took on multiple roles including brand owner, art director, and product designer. This project showcases my ability to create cohesive user experiences, design data-driven tools, and contribute to comprehensive marketing strategies.

Challenge

When I joined the Hitched project, we had only a logo, a basic email and site mockup, and a typeface. My challenge was to:

1. Develop a comprehensive brand identity for the marketing site
2. Design an intuitive, multi-phase marketing website
3. Create a user-friendly budget calculator to facilitate financial discussions among couples
4. Ensure consistency across marketing materials while allowing for scalability
5. Contribute to the development of a comprehensive go-to-market strategy

User Research and Insights

While I wasn't directly responsible for conducting user research, I was actively involved in absorbing and applying the insights gathered. The research process included:

• Age-group based focus groups to gauge interest and assess financial literacy
• I participated by listening in on these Zoom calls, gaining first-hand exposure to user feedback and concerns

Key insights from this research that informed our design decisions included:

• 40% of couples don't discuss finances before engagement
• Young couples valued user-friendly financial management tools
• There was a need for platforms that could initiate financial conversations

These insights were instrumental in shaping our design decisions and feature prioritization. By listening to these focus groups, I gained valuable context that helped me create more user-centered designs for both the marketing website and the budget calculator.

Design Process

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Brand Development for Marketing Materials

Starting with the existing logo and typeface, I expanded the Hitched brand for marketing purposes:

1. Created a comprehensive color palette and typography system
2. Sourced and curated stock photography to represent diverse couples
3. Developed custom iconography and sourced complementary icons
4. Established guidelines for social media posts and marketing materials

This process resulted in a cohesive and scalable visual identity for all Hitched marketing efforts.

Marketing Website Design

I led the design of Hitched's marketing website, which was launched in multiple phases:

1. Initial Launch: A basic landing page focused on pre-signups
2. Expanded Site: A full scrolling site with added resources and external links
3. Feature Showcase: Incorporation of the budget calculator and key features
4. Full Integration: Seamless connection between the marketing site and app information

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For each phase, I created:

• Wireframes and prototypes using Figma
• Responsive designs for various devices
• Visual assets including custom graphics and adapted stock photography

This phased approach allowed for iterative improvements based on user feedback and evolving business needs.

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Budget Calculator Design

Based on our key insight about couples' financial discussions, I designed a budget calculator to:

• Initiate financial conversations between partners
• Provide a user-friendly interface for inputting and visualizing financial data
• Offer insights and recommendations based on the couple's financial situation

The design process included:

• User flow creation for the calculator
• Wireframing and prototyping in Figma
• Visual design aligned with the Hitched brand
• Iterative improvements based on user testing

This feature became a cornerstone of Hitched's value proposition, directly addressing a key user need.

Go-to-Market Playbook

I collaborated closely with the marketing team to develop a comprehensive 100+ page go-to-market playbook. My contributions included:

• Designing visual assets and infographics to illustrate key marketing concepts
• Ensuring brand consistency throughout the document
• Creating templates for various marketing materials
• Providing input on visual storytelling and user-centric messaging

This playbook served as a crucial resource for the entire team, aligning our marketing efforts and ensuring a cohesive approach to launching and promoting Hitched.

Cross-functional Collaboration

Throughout the project, I collaborated closely with:

• Nymbus team members across various disciplines
• Hitched stakeholders to ensure alignment with their vision
• Developers to ensure feasibility of design implementations
• Marketing team to align the website, calculator, and go-to-market strategy

This collaborative approach ensured that all aspects of the project were cohesive and aligned with business goals.

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Usability Testing and Iteration

I conducted multiple rounds of usability testing:

1. A/B testing of different marketing site layouts and messaging
2. Task-based testing of the budget calculator
3. Post-launch testing to gather feedback and inform iterations

This process allowed for data-driven design decisions and continuous improvement of the user experience.

Accessibility and Inclusivity

Throughout the design process, I prioritized accessibility and inclusivity:

• Ensured color contrast met WCAG standards
• Designed for easy navigation across devices
• Curated diverse imagery representing various types of couples

These efforts resulted in a more inclusive product that could serve a wider audience effectively.

Implementation and Impact

The marketing website, budget calculator, and go-to-market strategy were successfully implemented, resulting in:

• Over 1,500 user sign-ups through the marketing site
• Positive user feedback on the intuitiveness of the budget calculator
• Increased engagement and financial discussions among couples using the calculator
• A cohesive and comprehensive marketing approach guided by the go-to-market playbook

Lessons Learned and Future Improvements

Key learnings:

1. The importance of phased website launches in adapting to user feedback
2. The value of user insights in driving impactful feature design
3. The need for flexibility in design systems to accommodate evolving marketing needs
4. The significance of comprehensive marketing strategies in supporting product launch and growth

Future improvements:

• Further refinement of the budget calculator based on user feedback
• Development of additional interactive tools for the marketing site
• Enhanced data visualization in the calculator for better financial insights
• Continuous updating of the go-to-market playbook to reflect evolving market trends and user needs

This project showcases my ability to lead comprehensive design efforts across marketing and product features, as well as contribute to high-level marketing strategies. It demonstrates my skills in creating intuitive user flows, developing expandable design systems, and collaborating on extensive marketing initiatives - all crucial abilities for creating impactful digital experiences and supporting business growth.

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