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Raisin Homepage - Redesign

Raisin is a web-based banking platform that empowers users to manage and open multiple savings and CD accounts, consolidating their finances in one place. SaveBetter was acquired by Raisin, and during the transition, our focus was on seamlessly integrating the new brand identity while enhancing product clarity, user engagement, and trust.

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

Challenge

As we transitioned from SaveBetter to Raisin, our goal was to integrate not just a new logo but an entire brand identity seamlessly. Over six months and two major phases, we achieved a rebrand that:

Enhanced Brand Recognition — Unified the brand identity across platforms to strengthen market presence.
Maintained User Trust — Ensured a smooth transition to prevent user confusion or attrition.
Aligned with Business Objectives — Reflected our evolving business goals and audience preferences.

This effort required extensive collaboration between our U.S. team and the European team, leveraging their design system and components to integrate them into our experiences powered by a headless CMS. Through this coordinated effort, we successfully executed the rebrand without confusing our existing users.

Strategic Approach & Execution

In the fourth quarter, we organized a redesign strategy unfolding in three distinct phases

Phase 1

Seamlessly transitioned users from SaveBetter to the enhanced 'SaveBetter by Raisin' experience, harmonizing the interface with Raisin's branded colors and components.

Phase 2

Integrated the official Raisin logo, signifying a deeper alignment with our overarching brand identity.

Phase 3

Redesigned our homepage to reflect the preferences of our audience and align with our current business objectives.

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.

Research & Synthesis: Turning Pain Points into Actionable Insights

To refine our redesign strategy, we conducted user interviews with 5 high-affluent users on Userlytics and ran a cross-functional affinity mapping workshop. By synthesizing pain points from research and grouping them into common themes, we aligned our findings with both user frustrations and business priorities.

Key Findings from Research & Synthesis

Unclear Website Messaging — Users struggled to grasp the platform’s purpose at a glance, highlighting the need for clearer content hierarchy.
Difficult Product Table Navigation — The limit of three visible products made comparison difficult, reducing confidence in financial decisions.
Missed Form Inputs Due to Poor Visual Hierarchy — Users frequently overlooked important CTAs, leading to drop-offs and incomplete actions.

These insights directly shaped our UX decisions, leading to a more intuitive homepage structure, improved financial product discoverability, and better interaction hierarchy—ensuring that users could engage with confidence.

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.

Targeting High-Affluent Users for Improved Conversions

Through user segmentation and targeted testing, we optimized the experience for high-affluent users, a key growth audience:

Users wanted to see high interest rates immediately — We adjusted the homepage layout to surface high-yield products first, ensuring users could compare and select options faster.
Users lacked knowledge about different financial platforms — We introduced educational callouts and tooltips to bridge the knowledge gap.
Users relied on inconsistent learning sources — We optimized the UI for better self-service, reducing reliance on external research or customer support.

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

User Sentiment Analysis: Measuring the Impact of the Redesign

To gauge the impact of our redesign, we conducted a sentiment analysis on user feedback, categorizing responses into positive, neutral, and negative sentiments.

User feedback analysis revealed a predominantly neutral or positive response (89.8%) to the homepage redesign, indicating successful improvements in usability and product clarity.

76.6%

Neutral Sentiment

Most users navigated without confusion, suggesting that the new layout and product hierarchy were intuitive.

13.0%

Positive Sentiment

Users specifically called out trust elements and improved financial product explanations as helpful.

10.2%

Negative Sentiment

small percentage of users still encountered friction, highlighting areas for further refinement.

Validating the designs

To refine our improvements, we conducted cross-functional workshops and iterative usability testing, ensuring alignment between user needs and business goals.

The average time spent on page

Through user interviews and behavioral analysis, we uncovered a major insight: many users lacked formal financial education.

Users struggled to identify errors and verify product details.
They relied on inconsistent information sources, leading to hesitation in making financial decisions.
Many had only a basic understanding of credit & savings, which impacted their ability to confidently select the right financial products.

Users struggled to identify errors and verify product details.
They relied on inconsistent information sources, leading to hesitation in making financial decisions.
Many had only a basic understanding of credit & savings, which impacted their ability to confidently select the right financial products.

Understanding the data

Our design validation efforts led to significant measurable improvements in user interaction

Rage clicks dropped to 0, indicating a drastic reduction in frustration. Average time on page increased to 1:05, showing improved engagement with financial products.
Drop-off rate improved to 29%, confirming that more users explored and engaged with financial content rather than abandoning the page.

Rage clicks dropped to 0, indicating a drastic reduction in frustration. Average time on page increased to 1:05, showing improved engagement with financial products.
Drop-off rate improved to 29%, confirming that more users explored and engaged with financial content rather than abandoning the page.

Final Takeaways & Strategic Learnings

Data-Driven UX Decisions Drive Business Growth — By analyzing heatmaps, session recordings, and sentiment analysis, we identified UX pain points that, when optimized, contributed to higher engagement, reduced support tickets, and increased financial product sign-ups.
Financial Education is a Key Conversion Driver — Users need clear, digestible financial guidance to make confident decisions. Our optimizations in content hierarchy and product clarity directly improved engagement and reduced drop-off rates.
Cross-Functional Alignment Leads to Scalable Solutions — Collaborating with product, engineering, and marketing teams ensured that design decisions met both user needs and business objectives, leading to a streamlined onboarding experience.
Next Steps — These insights will inform future optimizations, including AI-driven financial guidance and predictive UX enhancements, ensuring users receive personalized support in their financial decision-making journey.

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