ADACTA FINTECH

Crafting a compeling brand experience

Adacta Fintech is an international company and a leading software provider for the insurance industry. They are helping insurance organizations to grow their digital capabilities and drive new profits by uniting teams, streamlining processes, and adopting changes.

The
challenge

Due to the spin-off from parent company Adacta, the newly established Adacta Fintech needed to show their presence on different channels, online as well as offline, as soon as possible. For that purpose, it was crucial to develop a new brand identity as well as the website that will be associated with the previous brand, which gained a lot of recognition over the past 20 years. But on the other hand, it still needs to be differentiated. It has to communicate openness, user-friendliness, and look modern and attractive from the buyers' perspective as well as potential employees.

THE DISCOVERY  PHASE

At the core of every project, it is crucial to have a concrete strategy. Whether I am crafting a new brand identity or delightful user experience, every project must start with a solid plan.

Besides the lack of time due to short deadline (2 months), I worked closely with the Adacta's Fintech leadership and marketing teams to gain as much as insights from the users as well as from other stakeholders in order the develop user personas, journeys, and stories, then applied these to a navigation structure and information architecture.

USER SURVEY

Collecting insights from user survey

In order to understand our user's needs and goals in the quickest possible time, we decided to conduct a short survey with problems and questions that we weren't able to answer by ourselves and also to confirm our initial assumptions.

USER PERSONAS

Synthesizing data in persona development

Based on the findings from the survey, I created a set of archetypical users or so-called personas. When planning the content and making design decisions, personas helped us clarify if we're on the right track of satisfying user's needs. We didn't want to overcomplicate the format of persona. Therefore, we made them as brief as possible, so we could easily remember each persona and use it throughout the process. 

COMPETITIVE ANALYSIS

Knowing your competitor

To be aware of our competitors, their core competencies as well as weaknesses, we created a competitive analysis that guided us to make more precise decisions about what is still needed and what can we do to stand out from the crowd.

THE DELIVERY

At the core of every project, it is crucial to have a concrete strategy. Whether I am crafting a new brand identity or delightful user experience, every project must start with a solid plan.At the core of every project, it is crucial to have a concrete strategy. Whether I am crafting a new brand identity or delightful user experience, every project must start with a solid plan.

BRAND IDENTITY

Crafting a consistent brand identity

I took what was working well with the ancestor company logo, redefine it in a way that will feel less formal and more human. After all, it is not only a software development company, but we are helping teams achieve their goals more effectively.

WEBSITE DESIGN

A website that will successfully communicate

For Adacta Finish, the site is one of the most important sales channels. It must be clear to a visitor in a matter of seconds what it is about. The specific benefits of working with their platform are therefore given a prominent place. To make the (sometimes complexed) message clear, we used infographics, illustrations, and charts.

WIREFRAMES

Getting early feedback is crucial 

Based on the insights we gained through discovery, we knew precisely which users to target, what kind of content is relevant for them, and how they usually consume it. We took the content-first approach and visually represented it through low fidelity wireframes to receive feedback from stakeholders as early as possible. We didn't want to spend time on content and functionalities users don't need or have difficulties in understanding.

VISUAL DESIGN

Giving emotions to architecture

Based on the brand identity guidelines, I drew the initial concept of the website. I was aiming for something visually appealing and easy to digest even though the site was content-heavy due to the complex nature of the industry.

USABILITY TESTING

Checking if the user can perform their task with usability testing

We wanted to check if users can efficiently perform their jobs. After all, a bad experience on the website can influence the opinion about the digital product the company is selling. To prevent that, I preformed usability testing to discover possible design obstacles that might hinder the overall experience with the brand.

OTHER VISUAL OUTPUTS

Providing artillery for the sales team

Due to solid strategy established in the beginning, we were quickly able to reproduce the rest of the branding collateral to arm the sales personnel with the materials they need at meetings, fairs, and conferences. This helped them to communicate their mission effectively and consistently in order to conquer new clients.

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