Empowering financial health

Borrowell, a web and mobile app, helps Canadians achieve financial wellness with free credit scores, reports and personalized products.

Credit Builder is a product designed to help Canadians strengthen their credit history. However, 60% of applicants don’t fully understand the product, highlighting the need for clearer positioning and education to drive engagement and adoption.

User research findings from the Product team:

• ‍High trust, low clarity: 5/5 users trusted the product, but 3/5 didn’t fully understand it when applying.‍
• Support matters: 4/5 users needed to call for clarification before completing their application.‍
• Human connection drives action: 3/5 users relied on speaking to someone to finalize their application.‍
• Perceived as a last resort: 2/5 users viewed the product as their only solution for better financial stability.

Takeaway: Lack of user understanding indicated a need for clearer messaging and education.

Common sections in competitor research include:

• Hero section: Clear product benefit
• How it works section: Explain the product in detail
• Social proof

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

Design decisions that drive trust

• Updated branding: Revamped visual design to align with the company's refreshed identity, creating a cohesive and modern user experience.
• Hero section: Used clear and engaging copy to immediately communicate the product's value and capture user attention based on competitor insights.
• Unique Selling Point (USP): Highlighted a 41 point potential credit score increase to convey the product's tangible benefits and encourage conversions.
• How it works section: Expanded and simplified content to clarify steps, reducing user friction and increasing comprehension.
• Feature section: Added detailed content to educate users on the product's key offerings, supporting decision-making and boosting user confidence.
• Social proof: Added product-specific testimonials to build trust and credibility, addressing a common user concern about effectiveness.