Amanda Wondergem | Visual Designer

Borrowell, a web and mobile app, helps Canadians achieve financial wellness with free credit scores, reports, and personalized products. The About Us page no longer reflects the evolving brand vision, impacting user engagement and the 12% conversion rate. Without clear, relevant messaging, users may lose interest. Any update must work within existing CMS components while remaining compelling and conversion-driven.

15%

Conversion rate

‍Increased by 3%, indicating that the updated messaging conveyed a stronger story.

🔎 Research

Common sections in competitor research include:

Mission/vision
Timeline/story about the company and accomplishments
Data to show impact: Number of users, how they've helped users
Leadership team
CTA to Careers page

Takeaway: This research provided a clear starting point for structuring page content.

Baseline conversion rate: 12%

The goal was to maintain or exceed this with web page updates.

🚀 Design approach

Defined target audiences: Structured content to resonate with key groups.

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

‍Strategic content flow: Built credibility and trust through storytelling.

Started with Borrowell’s mission to improve financial health.
Showcased how users can take control of their finances.
Reinforced impact with measurable growth, metrics and tools.

Bridging diverse needs with one design

🚧 Overcoming challenges

Articulating design decisions

When an executive questioned the 'Our Story' section, I used research to show its value across audiences: consumers, potential employees, investors and partners. It builds credibility, showcases company growth and provides a clear company overview.

This clear rationale led to approval to keep the section, recognizing its importance in strengthening the company’s reputation.

Why I stood by the 'Our Story' section despite pushback

📊 Iterating

During the wireframing stage for the About Borrowell page, I iterated several times based on stakeholder feedback, competitor research and a focus on telling a clear, cohesive brand story. Each revision strengthened the page structure, highlighting Borrowell’s mission, member impact and business growth to align with audience expectations and business goals. This collaborative, research-driven approach ensured the final design effectively communicated Borrowell’s value.

Building connection through purposeful design