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

Credit Builder is a confusing product for members, with user research revealing that 3/5 applicants didn’t fully understand it. Poor financial education, increased Help Centre visits and stagnant conversions from A/B testing, highlight the need to improve user understanding and engagement.

I proposed an explainer video to clarify the Credit Builder product. This self-initiated project was integrated into the product launch strategy, initially tested on the Borrowell app’s landing page. It was subsequently used across emails, social media, ads, landing pages, pitch decks and Help Centre FAQ articles.

Pitching

Project management

Scriptwriting

Storyboarding

Animation

Art direction

Research conducted on the impact of videos to validate my idea:

• “People have short attention spans: Average of 8 seconds.” -Kraus Group Marketing article
• “Search engine optimization (SEO) benefits: Between Google and YouTube being the first and second–largest search engines in the world, video marketing is a core tactic for SEO. Increasing website traffic and dwell time with videos can signal your website’s value to Google, which may help increase rankings.” -Shootsta article

A roadblock I encountered was the concern around my capacity to take on an extra project with my current workload. I worked with the Marketing team to set expectations, negotiate the business impact this explainer video could have and spread out this extra work over two months. I also art directed a freelancer to collaborate on the storyboard with me and pass off a few other projects to them. This approach enabled me to continue meeting the Marketing team deadlines and working on this side project simultaneously.

• Explainer videos can make a notable difference in terms of metrics and user comprehension. 
• Design can have a huge impact if given room to solve problems in different ways, rather than being told to design a specific thing/solution.
• Once we saw the results that an explainer video could have, it was much easier to get buy-in for another explainer video for the next new product.