Crafting a more meaningful experience using needs-based design principles.
Roles: UX / Creative Direction / Art Direction / Design
Within financial services the tactic is usually to be dry and factual, or be high on buzz and low on actual substance. This can leave many challengers struggling to find their voice in the marketplace.
We chose to keep it simple: cut through the jargon, appeal to basic desires, and empower each audience segment to act on them. The result was a platform that leverages needs-based features that motivate visitors to self-segment; learning key messages and accomplishing tasks sooner, with lower effort.
Many in this category talk only about the facts and figures – we chose to humanise; to depict families, to show a lifestyle of financial independence. By bringing to life the emotional benefits, we were able to create a more meaningful proposition.
Project credits: additional design: Danielle Cori, animation: Clif Mitchell, Mikel Longa.
Much of our UX exploration was centred around content and feature parity, especially where online tools and calculators where concerned.
A novated leasing product video was developed to demystify the process and promote product benefits.