Borrowell is a fintech helping individuals achieve financial wellness through credit monitoring and personalized financial tools.

The "About Us" page no longer reflects the brand's vision, presenting an opportunity to refresh its messaging and design. The update must resonate with today's audience, use existing CMS components and maintain or improve the 12% conversion rate.

I identified the target audiences for the page and used research to determine the content that would resonate with each group, shaping the wireframe structure.

• Potential employees: Company mission, member impact, business growth.
• Potential members: How the company helps, social proof and credibility.
• Financial partners: Growth metrics, business impact, leadership, partners.
• Investors: Growth, impact, leadership and press coverage.

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An executive questioned the relevance of including the "Our Story" section, expressing concern that it might not appeal to consumers.

Drawing on my research, which showed this section is on most "About Us" pages, I emphasized its importance for not only consumers but also other audiences like potential employees, investors and partners. I explained how it builds credibility, highlights company growth and provides a comprehensive overview. With this perspective, the executive team approved keeping the section in the design.

Each section was strategically designed to build credibility and inspire trust among potential users, employees, partners and investors.

Telling Borrowell’s story starts with its mission to improve financial health. It then highlights how Borrowell helps users take control of their finances, followed by measurable growth and impact through metrics and tools to help members build credit.

• Crafting one design that caters to different audiences challenged me to be intentional about what content I put on the page and the story I told overall.
• I received pushback from an executive team member on my content choice. This enabled me to practice articulating my design decisions, using an approach informed by research.