Float

Float

Float is a fintech company based in Stockholm that provides non-dilutive capital to SaaS and other subscription businesses as an alternative way of funding their growth. Float had an MVP of their product out but wanted to accelerate their client conversion.

Me together with our PO gathered insights and analysed data from three perspectives: the user, the business and tech to understand the barriers to conversion as well as what pain points to act on. We then procedeed to completely redesign Float’s website and product from the ground up in order to maximize for user conversion and brand experience.

Float is a fintech company based in Stockholm that provides non-dilutive capital to SaaS and other subscription businesses as an alternative way of funding their growth. Float had an MVP of their product out but wanted to accelerate their client conversion.

Me together with our PO gathered insights and analysed data from three perspectives: the user, the business and tech to understand the barriers to conversion as well as what pain points to act on. We then procedeed to completely redesign Float’s website and product from the ground up in order to maximize for user conversion and brand experience.

ROLE
Art Direction / Product design / Concept development

— View website

ROLE
Art Direction / Product design / Concept development

— View website

Updated brand experience

Updated brand experience

Based on the insights from the research Float’s online brand presence needed a rework with a focus on the overall visual quality and detail. Additional brand and functional colors were brought in to support the growing product. The typographic hierarchy, as well as all graphical elements, illustrations, and imagery, were redesigned for the website and product.

To ensure quality, a design system in Figma was set up with updated UI components, colors, typography, and spacing. This will also make future design and implementation improvements easier.

Based on the insights from the research Float’s online brand presence needed a rework with a focus on the overall visual quality and detail. Additional brand and functional colors were brought in to support the growing product. The typographic hierarchy, as well as all graphical elements, illustrations, and imagery, were redesigned for the website and product.

To ensure quality, a design system in Figma was set up with updated UI components, colors, typography, and spacing. This will also make future design and implementation improvements easier.

UX improvements

UX improvements

We did customer interviews, usability testing, and analysed web analytics data to understand the customers needs and their behavior. We then facilitated three different workshops with stakeholders at Float. The research revealed that a large number of customers left the site early on and that there were several important undiscovered pain points to handle throughout the user journey. There were also some small trust issues with the brand image that needed to be addressed.

I created hi-fi prototypes in Figma with new flows and improved content based on our wireframes, which we then tested on Float's potential clients to validate our ideas. I iterated on the final hi-fi designs of the responsive site and product based on those feedback sessions.

I worked closely together with Float and the development team throughout the project to ensure quality in every detail.

We did customer interviews, usability testing, and analysed web analytics data to understand the customers needs and their behavior. We then facilitated three different workshops with stakeholders at Float. The research revealed that a large number of customers left the site early on and that there were several important undiscovered pain points to handle throughout the user journey. There were also some small trust issues with the brand image that needed to be addressed.

I created hi-fi prototypes in Figma with new flows and improved content based on our wireframes, which we then tested on Float's potential clients to validate our ideas. I iterated on the final hi-fi designs of the responsive site and product based on those feedback sessions.

I worked closely together with Float and the development team throughout the project to ensure quality in every detail.

Improving the onboarding

Improving the onboarding

Our top priorities for the product were to improve the onboarding's usability and build greater trust by emphasizing the strong security and privacy features through updated content. A significant amount of time was invested to achieve the highest quality in the UI design as well as optimizing the user flow to reduce potential barriers.

Our top priorities for the product were to improve the onboarding's usability and build greater trust by emphasizing the strong security and privacy features through updated content. A significant amount of time was invested to achieve the highest quality in the UI design as well as optimizing the user flow to reduce potential barriers.

We were able to optimize Float's website thanks to the user insights and data-driven design process. The redesigned onboarding flow and website increased user engagement by 63 % and improved conversion rate by 450 % for MQLs from the previous website. Also, the bounce rate decreased by almost 50 %. Usability testing and costumer feedback validated the design changes and provided insights for continuous optimization.

We were able to optimize Float's website thanks to the user insights and data-driven design process. The redesigned onboarding flow and website increased user engagement by 63 % and improved conversion rate by 450 % for MQLs from their previous website. Also, the bounce rate decreased by almost 50 %. Usability testing and costumer feedback validated the design changes and provided insights for continuous optimization.

Next Project — Svea Bank

Next Project — Svea Bank

Senior Product & Brand Designer

Senior Product & Brand Designer

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