Website redesign

Client: hummpro
Industry: Fintech
My role: Lead UI/UX designer
The Team: Creative Director, Project Manager, Copywriter, Digital producer and Front-End Developers
Project: hummpro's website was essential for communicating the product's value proposition, features, benefits, and application requirements to the customer. The team identified pain points and tested the UI and conversion triggers to improve the old website's performance and conversion rates. We then modernised and refreshed the website, guided by a UX framework, which led to a successful and budget-friendly delivery.

Wireframes,UI and Design System

Wireframes were crucial in organising copy and mapping conversion flows while allowing for sign-offs. I integrated the UI into a basic design system to make changes seamlessly. As the design system was fleshed out, it aided in testing and speeding up the workflow, ensuring everyone was on the same page.

Information architecture and conversion flows

We overhauled the top-level navigation and nested content within pages to make it easier for users to discover the content without searching through massive dropdown menus.

After discovering a disconnect in the conversion funnel for customers to download the app, we realised that the website was not working hard enough. I introduced QR codes and created sticky headers with an always-on call-to-action to address this issue. As a result, we saw a significant increase in conversions, with a 75% improvement.

Initial brainstorm and level checking

This informed the brief and allowed pain points to surface.

Empathy Mapping and Persona creation

We develop customer personas based on insights provided by our external agency, Roam, to understand who our customers are and their needs. This information helps us make informed design decisions.

A/B Testing & Data driven decisions

We tested different imagery territories and user engagement using Hotjar. We found a combination of human and tech-based images proved to be effective. Additionally, we reduced vertical scrolling and organised information into tabs based on user tracking.

Conversion Screens

Noticing a drop-off in the application process, we simplified the information required and added QR codes, app store buttons, and strong calls to action. We also introduced a step-by-step approach to set expectations and emphasise core product value propositions. We integrated Branch.io up front on mobile-first and prioritised essential information for conversion.

Design refresh

We improved the design by introducing white space, flipping the colour scheme, and using images that depicted relatable small business owners. Above the fold, we highlighted three key benefits, used cards to emphasise the product features, and created an information-rich conversion section.

“I put the customer at the center of everything I do. I love to create solutions that truly meet their needs.”

humm
design
system

I developed humm's design system, actively running retrospectives to ensure that it continued to perform effectively for our designers.

“Attention to detail is crucial - every pixel and interaction matters when creating seamless experiences.”

Social Media templates

I developed templates and included them in the humm marketing design system. Our team needed reusable social media post templates for our organic feed that could be adapted for various merchants, offers, and special promos.

App Store optimisation

I overhauled Bundll's app store listing. I utilised product mockups to highlight the core app features functionality and included a clear call-to-action in the final screenshot to prompt users to download the app.

Marketing Campaign

I executed a marketing campaign for the New Zealand brand Q Mastercard that involved direct email and paid social media advertising. The campaign successfully drove traffic to landing pages.

Monthly giveaways to drive spend.

Customers who make purchased with their Q Mastercard automatically have a chance to win.

Car Giveaway

I art directed and designed assets for multiple platforms across direct marketing, organic and paid social media channels.

Customers were either directed to shophumm.com's homepage or directly to a landing page that broke down the registration process and rules of the competition and housed the terms and conditions.

We used Movable Ink's Martech scratchable content to entice customers to interact and click through, which led to a notable boost in customer engagement, click-through rate and spend stim.

Facebook chatbot

I was tasked to illustrate four characters based on Christmas shopping personas. These were integrated into a Facebook chatbot campaign that paired customers with gifts based on a short interaction. The campaign was a success and helped increase customer spending over Christmas.