SmartAsset is a financial technology company that provides transparent, automated and accurate advice on big personal financial decisions. It's a nimble, Y-Combinator startup established in 2011 by founders Michael Carvin and Philip Camilleri. After two years the company's branding, digital products, and overall visual presence had become outdated. They needed a new visual identity, a refined mission and vision statement, branding materials, website redesign and most importantly a complete overhaul of their financial products.
A competitive analysis kicked off the process to understand the company's market position and assess SmartAsset's strengths and weaknesses. I developed a working mission and vision statement to guide the new look and feel. I shared the redesign process with the company for their feedback and buy-in throughout the process. Product managers used quantitative and qualitative research methods to gain valuable insight for new features, language edits and areas of improvement. Consistent collaboration with the development team helped insure feasibility and an on time launch.
The redesign launched on time in January, 2015. The redesign was well received by our users and partners. The look and feel reflected the main principles of the brand: financial, educational and transparent. Friendly, bold and refined fonts and colors were selected for the new style guide. We increased brand awareness through clear, educational communications and easy-to-use tools and calculators. Traffic to the website increased by 24% month-over-month.