Turning private equity into open conversations for investors
I worked as the lead visual designer for Reté Capital's branding and web design, partnered with a creative director and lead copywriter for 2 months. This project aimed to open a new sales channel to improve sales conversion by enabling potential investors with digestible knowledge in bite-sized sections.
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Sector: Design, Financial Services
Role: From UX to conception and visual design
Project time: 2~3 months
Problem statement: Through a series of discussions with the stakeholders, we learnt that the team were reliant on short calls to introduce their services to potential investors (end-users). Agents were constrained by working hours in one day, which limited their opportunities for sales conversion. I solved the problem by using stories to persuade, delivering dense information into bite-sized sections and designing the brand for trustworthiness.
Our insights:
• Investors need to understand the company's strengths and portfolio at a glance.
• Investors need to access information on the go, switching between devices.
• Investors need to be persuaded by the company's expertise and credibility before initiating contact.
• Investors need to access information on the go, switching between devices.
• Investors need to be persuaded by the company's expertise and credibility before initiating contact.
Solution: Through iterations of wire-framing, prototyping, we arrived at the following solution: Launch a responsive digital experience (desktop to mobile view) with sectioned information, so that investors can browse for information effortlessly. As shown in the following prototype, this solution enables a new source for leads generation and allocates existing on-call hours to providing tailored consultations over generic briefs.
Process: During this project, I delivered two components - Website design and brand look & development. I conducted an analysis on competitors chosen after in-depth market research and created a site map for a streamlined mobile-to-web experience with business and technical constraints in mind.
Our insights:
Investors felt that the competitors' overall branding felt undistinguishable (wordmarks with no icon)
Investors struggled to navigate their mobile websites as the loading times were too long
Investors found that it took a longer time to scan for information on the mobile sites (compact size)
Investors struggled to navigate their mobile websites as the loading times were too long
Investors found that it took a longer time to scan for information on the mobile sites (compact size)
Process: At the same time, I suggested 3 art directions for the Reté Capital brand. Inspired by the Greek Goddess Arete, Reté Capital promises its investors and partners trust, expertise and transparency through its systemic approach to investments. Our lead copywriting proposed 'Fostering the Future with You' as the overarching slogan behind the brand identity.
Personal takeaway:
• I felt confident practising better organisational habits such as naming conventions, managing colour library, design specification for efficient hand over to lead developer.
• I understood the value of developing accessible designs with a mobile-first approach.
• I understood the value of developing accessible designs with a mobile-first approach.
