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Raisin Homepage - Redesign

Raisin is a comprehensive web-based banking platform empowering users to effortlessly manage and open multiple savings and CD accounts, consolidating their finances in one convenient location. In the fourth quarter, we meticulously orchestrated a redesign strategy unfolding in three distinct phases. Initially, our focus was on seamlessly transitioning users from SaveBetter to the enhanced SaveBetter by Raisin experience, while harmonizing the interface with Raisin's branded colors and components (see palettes below). We proceeded with the second phase by integrating the official Raisin logo, signifying a deeper alignment with our overarching brand identity. During the final phase, we redesigned our homepage to reflect the preferences of our audience and align with our current business objectives.

Role

UI/UX Designer

Product Strategy, User Research, Interaction, Visual design, Prototyping & Testing

UI/UX Designer

Product Strategy, User Research,
Interaction, Visual design,
Prototyping & Testing

Duration

September - March 2023

Launched

July 2023

Overview

As we transitioned from Savebetter to Raisin, our goal was to gradually integrate not just a new logo, but an entire brand identity. Over six months and two major phases, we achieved a seamless rebrand. In the first phase, we introduced a full color rebrand under 'Savebetter by Raisin,' and in the final phase, we completed the transition to Raisin. This effort was managed across two quarters and required extensive collaboration between our PMs, developers, and the entire US team. We also collaborated closely with the Europe team, leveraging their design system and components to integrate them into our pre- and post-login experiences, powered by a headless CMS. Through this coordinated effort, we successfully executed the rebrand without confusing our existing users.

Problems of old designs

I talked to users and found that people didn't understand how the product table worked.

Users struggle to understand the product cards.
The heat map shows frequent rage clicks and a tendency to keep searching for the next product.
Data reveals that users rarely scroll beyond 30% of the homepage fold.

Users struggle to understand the product cards.
The heat map shows frequent rage clicks and a tendency to keep searching for the next product.
Data reveals that users rarely scroll beyond 30% of the homepage fold.

They struggle to identify errors.
They rely on inconsistent sources of information for learning.
People possess only a basic understanding of credit & personal finance.

Solutions

We needed to balance the business goals of showcasing featured products with the user-focused approach of organizing content into tabs.

They struggle to identify errors.
They rely on inconsistent sources of information for learning.
The homepage was divided into sections based on user wants and needs identified through interviews, while also balancing our business goals.

They struggle to identify errors.
They rely on inconsistent sources of information for learning.
People possess only a basic understanding of credit & personal finance.

Process

After collecting the recordings from the user interviews, we conducted affinity mapping with my teammate to synthesise the pains identified. We grouped these problems under common themes and features in the platform.

Gathering insights

Based on the user interviews conducted with 5 high-affluent users on Userlytics, several key issues were identified:

Complexity in Understanding the Main Website: Users expressed difficulty in grasping the main website's content and purpose. This suggests a possible need for clearer messaging or improved navigation to help users understand the site more easily.

Frustration with Product Table Navigation: Some users found the product table challenging to navigate. Specifically, they mentioned difficulties in identifying the best products because only a maximum of 3 products were shown. This indicates a need for improvements in how products are displayed and navigated within the table.

Issues with Visual Hierarchy in Form Inputs: A majority of users noted that they found it easy to miss filling out certain CTAs due to a lack of visual hierarchy. This suggests that there might be issues with the design or layout of form inputs, making it hard for users to notice and interact with them effectively.

These findings highlight specific areas where improvements can be made to enhance user experience on the website, particularly focusing on clarity of information presentation, ease of navigation within product listings, and optimizing visual hierarchy in form inputs to improve usability.

Opportunities

Based on user research, we reworked the homepage to better align with user needs and preferences. By monitoring user interactions, identifying usage patterns, and leveraging analytics tools and feedback, we continuously iterated and enhanced the homepage to improve engagement and user experience.

Back to the users

We talked to new high-affluent users and found that people want to see high rates immediately.

Users wanted to see and compare the different products being offered.
Users rely on inconsistent sources of information for learning.
People had limited knowledge of different financial platforms.

They struggle to identify errors.
They rely on inconsistent sources of information for learning.
People possess only a basic understanding of credit & personal finance.

Overall sentiments

Illustrates the distribution of sentiment in user feedback.

It shows the percentage of feedback categorized into positive, negative, and neutral sentiments. This visualization helps to quickly understand the overall sentiment of user feedback at a glance. Overall, the users understood the USPs well for the new homepage, found the trust elements helpful, and understood the new product table.

They struggle to identify errors.
They rely on inconsistent sources of information for learning.
People possess only a basic understanding of credit & personal finance.

Validating the designs

Based on user research, we redesigned the homepage to better align with user needs and preferences. By monitoring user interactions, identifying usage patterns, and leveraging analytics tools and feedback, we continuously iterated and enhanced the homepage. This resulted in a successful new homepage, evidenced by a significant reduction in angry click rates and improved staying time on the website. Next, we will analyze heat maps to further compare its performance with the previous version.

The average time spent on page

I talked to users and found that people didn't receive formal learning on personal finance.

They struggle to identify errors.
They rely on inconsistent sources of information for learning.
People possess only a basic understanding of credit & personal finance.

They struggle to identify errors.
They rely on inconsistent sources of information for learning.
People possess only a basic understanding of credit & personal finance.

Understanding the data

Rage clicks gone down to 0, and average time on page increased to 1:05.

The heatmap shows a decrease in rage clicks, suggesting that user frustration has lessened.
Insights from user interviews confirm that the product table is now effectively understood by users
The heatmap highlights frequently clicked and navigated areas, offering detailed insights into user behavior and interaction patterns.

They struggle to identify errors.
They rely on inconsistent sources of information for learning.
People possess only a basic understanding of credit & personal finance.

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Lets connect

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Mail