Glide Invest Website
Glide Invest is a fintech start-up that makes goal-based investing via Direct Mutual Funds easier and smarter.
This project showcases the journey of revamping their existing website and adding many new landing pages.
Year
2022
Duration
Within a span of 2 Months
Target Audience
Working Professionals (25-40 years)
Service
Landing pages for marketing website
Role
UI & UX Designer
Note: Total 3 designers worked on this project. Here, I have showcased only the work done by me.
Responsibilities
• UX Research
• Paper & digital wireframing
• Low & high fidelity prototyping
• UI/ visual design creation
• Maintaining design system
• Usability testing
Tools
Hello!
Investing is important, but it is hard to decide where to invest. Building wealth via Direct Mutual Funds is even harder due to lack of awareness. So, Glide Invest was on a mission to make Direct Mutual Fund investing easy and simple.
Glide Invest already had a website ready with basic landing pages. They also had a design system and brand guidelines in place. But still… something was not right. In fact, many things were not right.
After doing a detailed competitive analysis, many things became much more clear. Design, Marketing and Product team had an intense brainstorming session in which, everyone shared their insights on current pain points and what needs to added / improved. Let’s have a look…
Existing Home Page
Pain Points
Cognitive Load
There were too many things happening on the home page, many of which were not really important to the user. So, the user was getting lost and was unable to take the required action (poor conversion rate).
Lack of Emotional Connect
The home page was filled with various product related information & screenshots. But there was no human connect throughout the website. It was more Product Centric than Human Centric.
Complexity
The overall content was full of jargons and was difficult to understand to the new investors. Many new pages were needed to be designed to make each topic more clear & understandable.
High Bounce Rate
The website was taking a lot of time to load due to GIF animations. Poorly structured and complex content made the experience even worse. This lead to high bounce rate & lower SEO ranking.
So, the Glide team decided to revamp the entire website, revise the content and add many new important pages.
We came up with the following website architecture and divided the work into 3 phases.
Home Page
Home page is the most important page for any website. It not only forms a first impression about the product, but also connects the user with other important pages.
Wireframes
Designing of each landing page started with the brainstorming, defining what’s required and then ideating via making multiple wireframes.
Visual Design Explorations
After brainstorming with the Design, Marketing and Product teams; we shortlisted one wireframe and created multiple options for the UI of the home page while keeping brand guidelines in our mind.
Brand Colours
Visual language representing compound growth
Here are a few initial mockup options…
Final UI
After so many brainstorming sessions and alterations, this is how the final Home page looks like…
Financial Goals Landing Pages
Once the Home page was ready, the next important one was the Financial Goal’s page. Glide Invest app had many goals.
Creating individual landing page for each goal could have become too much.
So, we decided to create one main landing page and then link it to only 4 most important/popular goals.
Goal Calculator
Old website had the following investment calculator.
For goal pages, I modified the old calculator and created a new simpler & cleaner design in which, users can calculate the required monthly investment amount much easily. Here it is…
Final UI
Similar to home page, we followed the same process of creating wireframes and visual design options for each landing page. Here is the final version…
Goal Category Pages
Once the main Goal landing page was ready, I created 4 more landing pages for shortlisted categories — Dream Vacation, Retire Early, Grow Wealth & Child’s Education.
These landing pages had a similar structure, but different colour schemes and content.
I also worked on e-books for various goals. These e-books were made available for downloading on their respective landing pages.
Custom Plans Landing Page
Custom plans help customers in building and managing their own mutual fund portfolio. These plans are mainly used by the pro investors, and are a bit difficult to understand for an average user. So, the main challenge was to present the entire process in a very simple yet effective way.
How It Works
I tried out many options in desktop as well as mobile version to make this section as easy as possible.
Let’s have a look at design journey of this fold…
Final UI
This is how the final landing page for Custom Plans looks like…
Website Menu
At Glide Invest, we wanted a menu that was simple to understand, informative and attractive. So, I went through multiple websites to explore various menu styles.
Wireframes
Based on my research, I came up with a few wireframe options for Glide Invest’s website.
But the overall process of finalization took longer than we had expected as everyone had different opinions. Here are a few styles I had though of…
Once the wireframe was finalized, the next task was to make the visual design. So, I created multiple icons & illustrations related to each menu item.
Final UI
I had never thought that a simple looking task like a menu design could be so tiring.
And finally after multiple alterations, this is how the final menu looks like…
That’s it?
Nope. There are many more. But don’t want you to keep on scrolling forever! So, here is a quick list of few more landing pages worth mentioning…
- Mutual Funds landing page
- Podcast landing page
- AMC landing page
- Financial calculators landing pages
- Gift of Legacy landing page
- Lead Generation landing page
- Crypto Webinar landing pages and marketing promotions
Takeaways
Challenges
- The main challenge was to maintain the simplicity, regardless of the complexity of the topic.
- Current Design System was poorly maintained and many components had various issues.
- Collaborating with Marketing, Tech, Product & Design team became a little confusing and difficult at times as all these teams had a different opinions and diverse set of feedbacks.
Impact
- Post revamp, there was a significant increase in average time spent per user per page/ session
- App download redirects to Google Play Store and App Store also got increased
- Bounce rate got reduced
- SEO rank got improved
- Design System became more organized, updated and scalable.
What I learnt
- While designing the Glide Invest website, I learnt the importance of planning in advance to assure the smooth process
- I got a chance to maintain the entire Design System by repairing old components and adding many new components to it.
- I also learned that the first ideas for any design are only the beginning of the process. Usability studies and peer feedback plays a great role in each iteration and final experience of the product.
- I realised that the things that may look small can take a much longer time than expected to get completed. Hence, we should always keep an additional buffer in our deadlines.
Hey, thank you so much for your time. Hope you liked my work. Please feel free to explore more projects. Have a great day ahead!
Testimonials
Here are a few testimonials related to this project
Vikas Singh
Associate Vice President Software Development, Glide Invest
“Nisha is very hardworking and dedicated towards her work, she understands things very quickly and very well. She has a very good sense of designing and always came up with very good designs. She will be an asset to any organization she works with.”
Rohit Ghag
Software Test Engineer, Glide Invest
“Nisha is diligent and always gives user experience priority while working on any project. Effectively expressing concepts through a simple design is her biggest strength. She will be a valuable asset to any company as she has great attitude and is always willing to help her colleagues.”
Please visit ‘Recommendations’ section of my LinkedIn profile to view all the testimonials.
Ready to collaborate on your next project ?
If you’re interested in hiring me or have any feedback, please don’t hesitate to get in touch. Let’s work together!
