PoshVine, a fin-tech which is trying to help banks in India provide a better user experience by building products for them, finally decided to design their website. I had the pleasure of working closely with the CEO during the UX process.

• Client: PoshVine
• Project duration: Feb-Mar 2018
• Roles I assumed: UX Designer, Visual Designer

Project brief

During the project brief, I went to work with Richik who was the CEO. We discussed the project scope, the project timeline, and the goal of the website. After that I had setup a meeting with PoshVine’s Marketing team to understand their clients better.

Here is what our conversation looked like:

Why do we want to create a website for the company?

We want to communicate the work we do through this website. Right now our sales team manages our client calls and it is never enough time to explain things to the client on a call. 

What is the procedure of communicating our work right now?‍

We get our clients through our  sales team contacting the clients and telling them about poshVine. After the discussion if the client is interested, a meeting is set up wherein we give them the demo of our products.

What makes a client to make the decision of going forward with a meeting?

One factor which matters a lot is “trust/credibility” which comes from looking at the big client names, also clients are impressed by the variety of products we have for customer’s engagement. All they care about is getting more customers and retaining the customers they have by keeping them happy.

What sorts of questions do they ask most frequently?

They want to know how we keep the users engaged throughout.They want to know about the responsibilities of PoshVine when they get onboard with us.

How do we sell ourselves in front of the competitors that we have?

Apart from creating a trust in our brand what is also very important is relationship building, which happens through achieving timelines, understanding client needs and language you use during conversations all of this reflects values company. Clients value that the most!

There were examples of both success stories (where the marketing team was able to convert the client) and the failure stories. We want the website to tell the success story always.

Core features of a success story for PoshVine:

• Instilling credibility/trust
• Telling a tale about the customer engagement through our PoshVine Products.
• Showcasing customer satisfaction
• Reflecting PoshVine’s values of customer comes first
• Showcasing Roles and responsibilities of PoshVine (in what ways it supports the clients)

Information Architecture

I created a flow for the entire website on the basis of these discussions and I showed it to Richik, he added a few comments we made the changes and here we were with the final structure

From my past experiences I am well aware of how important it is to involve stakeholders in the UX process. Iterations and the feedback loop are much shorter when decision-makers are involved in the early phase of the design cycle.

Sketch

I wanted to know the preferences of the company in terms of theme and style. Richik, sent me a few examples and I started creating a mood board using them.

After prioritisation, we proceeded to sketch different layouts for the homepage. This is the welcome mat and key to increasing client. My goal here is to get people’s attention and give context as to what the poshVine is within 5 seconds.

To do this, we needed visual assets to illustrate that how our product satisfies your customers and keep them engaged. We looked at popular illustration styles that reflect the brand.

I wanted the illustration to communicate how PoshVine helps keep your customer engaged. To make this communication more concrete it was important to add more detail to the illustration yet keeping it simple. I thought it would be a good idea to show the different stages of customer cycle (showing customer happy and satisfied)

2 days later, I sent the initial medium-fidelity wireframes to Richik on which he had a few comments. After the second round of iteration, I received his approval and proceeded to create the high-fidelity mockups as shown below.

Homepage flow

• Following a familiar pattern, the above-the-fold includes a concise headline explaining the product and clear call-to-action. A beautiful illustration is used to communicate how PoshVine helps keep your customer engaged with rewards at different stage of customer cycle.
• Second section is the list of all current clients, this instills credibility and trust in PoshVine.
• Third section is answer to the question of how and in what ways PoshVine can be of help, list of all PoshVine products.
• Fourth section list of all the value propositions(detail of what different we provide to your customers to keep them hooked)
• Now that the user trusts PoshVine and knows the services we can provide them with , a call-to-action blurb is effective in reinforcing them to get a demo .

Key takeaways

• Iterations and feedback loop is much shorter when decision-makers are involved in the early phase of the design cycle. They get to understand your processes, provide their inputs, and set their expectations on how your initial mockups will look like helps keep your customer engaged with rewards at different stage of customer cycle.
• For time and budget-constrained projects, consider looking at familiar patterns. This is the cheapest way to get insights into what works. Use the law of familiarity to your advantage
• Ultimately, there’s not a single standard layout that fits all. Always consider the goal of the project and where you’ll focus on to hit the goal