All case studies

From traditional
banking to fintech

PEX was looking to break deeper into the Fintech industry by modernizing their web appearance. They felt their existing website needed an upgrade to compete with other new entrants to the Fintech marketplace.

Deliverable:

PEX

Deliverable:

Website

Role:

Product designer

Tools:

Figma

Industry:

Fintech, banking

T H E N E E D

Remaking PEX's outdated
web presence

Remaking PEX's outdated web presence

PEX stakeholders expressed the desire to create a memorable and visually appealing website that would resonate with their audience, differentiate them from competitors, and establish their presence for years to come. They felt that their current website appeared too traditional and they wanted an upgraded look. By transitioning to a modern and tech-forward website, they hoped to rebrand their look to appeal to a younger market.

Before Yoz Labs, users needed to follow companies, individuals, or projects on social media platforms, apps, news outlets, individual websites and more. This forced users to seek out more updates on their own, which is time-consuming and difficult to keep up for a long time. Without consistent interest, web3 entities struggled to get their projects noticed and keep users engaged over the course of their growth.

Website before redesign

T H E C H A L L E N G E

Bringing a website
into the future

Bringing a website into the future

In my discussions with PEX stakeholders, their primary objective was to establish a unique yet unmistakable brand identity to stand out from the crowd. In addition to this motivation, I matched PEX’s desire to structure their website content to communicate their offerings competitively and immediately connect with prospective clients.

B U S I N E S S G O A L S

Leveraging a vibrant ecosystem

The Fintech industry is on the forefront of modern technology. Design sensibilities in the industry are equally cutting-edge and the PEX team was uniquely open to a variety of styles and design philosophies.

B U S I N E S S G O A L S

Leveraging a vibrant ecosystem

B U S I N E S S G O A L S

Leveraging a vibrant ecosystem

B U S I N E S S G O A L S

Leveraging a vibrant ecosystem

M A R K E T R E S E A R C H

Competitor analysis

PEX stakeholders were highly aware of the competitors in their market. Concern with their image drove much of their emphasis on their own product’s strengths and weaknesses.

My analysis confirmed PEX stakeholders’ instincts about competitors showcasing cutting edge technology with a style that focuses on confidence-inspiring design. I recommended we move forward with developing brand guidelines that bring PEX’s modernity to the forefront to their existing and potential clients.

Direct: Ramp, Bill Spend & Expense (Formerly Divvy), Brex
Analogous: SAP Concur, Expensify, Airbase, Pleo, Emburse, Spendesk

U S E R R E S E A R C H

Initial user interviews

PEX had no project bandwidth for user interviews and opted to work directly with me to provide close feedback on their end-user needs. I combined this with competitor research to identify the following key needs and priorities:

💵️

Simplicity +
Attractive Pricing

Simplicity + Attractive Pricing

User want to feel that signing up for a service like PEX will remove an item from their to-do list. They are also very price sensitive.

🔑

Industry-Specific

User want a solution they feel captures the idiosyncrasies of money management in their specific industry such as setting limits or industry-specific benefits.

📲

Cross Platform

Users want optimized flow between web and mobile options in order to bring important financial data with them everywhere. Users are looking for a hands-off option.

🥕

Incentives for Card Holders

Offering exciting and unique advantages while performing daily tasks, as well as showcasing those programs, is a big-value add in this financial space.

T H E C H A L L E N G E

Role and impact

Below are 3 rounds of website designs. To arrive at these solutions, I did the following:

1.

I conducted incisive competitor research and presented the conclusions to PEX stakeholders for their impressions and goals for the rebrand.

2.

I surveyed existing design methodologies in the Fintech sphere and personalized those designs to fit PEX’s market.

3.

I maintained a close partnership with PEX stakeholder’s throughout the design process to prioritize their personal design philosophy for their brand.

T H E C H A L L E N G E

Inspiration

PEX was looking for a fintech feel and hoping to update their branding to include modern colors and typography. I looked at some other websites and was inspired by the full-width imagery, large text, and gradients. Striking a balance between clean/minimalist but with moments of bold personality was the key.

T H E C H A L L E N G E

First Pass

T H E C H A L L E N G E

Second Pass

On this pass, I focused on more fintech elements like gradients and isometric illustrations. I focused expanding the space between elements and using large type as a focal point. I also explored trying more trendy layouts and trends like glassmorphism.The client also wanted to see more bright and playful icons. I created several hero options, different card layouts, and slight differences in color.

T H E C H A L L E N G E

Final Pass

After the last pass, the client was able to choose the best layout with some smaller changes and combinations between options. I presented two options showing some slight differences in layout and color. They were able to finalize their website design after this pass.

T H E C H A L L E N G E

Rest of page +
alternate designs

Rest of page + alternate designs

Internal sections of the homepage went through several rounds of adjustments as I worked with the client to decide on content, order of sections, and ideal imagery. The sections to the right of the homepage were unselected designs from previous rounds.

T H E C H A L L E N G E

Bringing PEX into
the fintech age

Bringing PEX into the fintech age

Having built a strong relationship with PEX through multiple rounds of design iteration, we were able to establish a new look and feel that gave them the confidence they needed to move forward with updating their logo and overall brand guidelines. Our partnership extended into developing a new logo to match their new website. With this design package they moved forward with the next phase of their company’s development.