As part of our rebrand, we conducted some new research. Some of that suggested that a pool of prospective customers needed help on understanding the difference between our cards. So I distilled the main selling points of each product, designed some new concept iconography to represent these and boosted the colours.
To help ease in customers who have no idea what credit is, I widened the existing user journey to three simpler stages. Offering up relevant information when someone might need it - reducing overall complexity and making credit more accessible than ever.
We wanted the website to feel like not just all about onboarding, but also a place where existing customers wanted to be. So we wanted a content hub, a page that housed everything aqua - helpful articles on things like saving, holidays and more. One of the directions we explored in our rebrand was the personification of aqua as a fitness coach.