Borrowell is a customer facing platform that provides free credit scores, credit education, credit building products and financial product recommendations. Their mission is to make financial prosperity possible for everyone; making them feel in control and optimistic about their financial future.
My role involved: Visual design Storyboarding Animation
Teams I worked with: Design, Marketing
Borrowell launched two new credit-building products, Credit Builder and Rent Advantage, expanding beyond its reputation beyond free credit scores.
The Borrowell App Store listing at the start of the experiment.
A/B test different App Store screens in order to identify themes that improve app conversion. We will execute paid campaigns based on keywords search for custom product pages.
CTR grew by
8%
Details of the request were not provided in the brief.
Pushed me to build my skills in strategy and planning.
Collaborated with Marketing to identify keywords to target with paid campaigns.
Copy not provided. Proposed copy with my designs. Coordinated with Marketing to finalize it.
Images from app listings of competitors and well-known companies: Koho, Google, Paypal and Wealthsimple.
Common themes:
Concise, action-oriented text.
Emphasized/bold keywords.
Used partial screen displays to reduce the visual redundancy of a phone within a phone when viewed on mobile devices.
Placing relevant information at the beginning will make it more impactful to the user, offer value and consequently boost the CTR.
Set of images focused on the theme of free credit score/report.
Set of images focused on the theme of Credit Builder.
Set of images focused on the theme of Rent Advantage.
Set of images focused on the theme of building credit.
Set of images focused on the theme of financial products.
We conducted testing against the live, organic App Store listing, using it as our baseline. The initial screens focused on free credit score messaging, which is what Borrowell is primarily known for.
The organic App Store video that was live at the time of testing.
The organic App Store images that were live at the time of testing.
The CTR (click-through rate) improved across campaigns types for the test version over the organic version. For the free credit score test, the CTR grew from 37% to 45%. The Credit Builder CTR was 15%.
Targeting users based on intent will increase the likelihood they will click the listing.
Vague requests: Ask questions. Ensures understanding and provides an opportunity to propose design solutions that directly tackle the challenges at hand.
© 2024 Amanda Wondergem