Company
Toro Investments is a fintech investment company that assists its clients in finding the best opportunities in the market and investing – It belongs to Santander S.A, a multinational banking group headquartered in Spain, Europe. It provides a wide range of financial services to individuals, businesses, and institutions throughout the country.
The Challenge & Goals
Implement and showcase the new brand position on the homepage to drive enhanced engagement and client acquisition, emphasizing exclusive investors' and traders' unique journeys while catering to individuals with diversified backgrounds.
1
Strategic Redesign
Strategically guide visitors through the acquisition journey by refining the homepage, aiming for a substantial increase in conversion rates.
2
New components and interactions
Increase homepage metrics through compelling brand messaging and visuals.
3
Enhance client acquisition
Elevate homepage performance and boost conversion rates by guiding visitors through the acquisition journey with compelling brand messages and visuals, fostering a stronger connection with the target audience.
The solution
The new homepage is the core page of every website; there, you showcase the benefits and values to the audience, consequently capturing new clients. In this scenario, we have two different personas, and on the new website.
Now, it's possible to navigate through these pages by swapping between the two pages.
New Brand
Elements of the new brand are applied, incorporating a fresh tone of voice, with sections strategically linked to the current landing pages.
User Autonomy
Seamless transitions between Trader and Investor accounts, tailoring insights for measurements on MixPanel.
Accessibility
Alt text added, color contrast checked, forms updated, and font size increased.
Ideation
Information Architecture and Sitemap
Given the strategy we defined to follow, we had our default home (Investor) and the Trader. To address possible content gaps and work together, aligned with the marketing team, the sitemap also contemplates which Landing Page the customer will go to after hitting the call to action.
Ideation
Sketches & Wireframes
Delivery
Visual & Interactions
Strategic Redesign
For two audiences, two different homes. Exclusive content for each profile, bringing interactivity to the website.
Lessons learned
This project was particularly challenging as it was the Marketing Team's project, not the Product Team's. It involved a different workflow, deadlines, and new project manager and stakeholders. As a result, I gathered valuable insights that have significantly contributed to my professional background.
I've worked with amazing designers on this project: Mariana Moura (UX Writer) and Luciana Baptista (UX Designer).
Be kind to yourself
Sometimes, a new project can be intimidating at first glance, especially when working with a new team. Keep in mind that you're not alone, and always communicate with your team when you need help.
Don't reinvent the wheel
Given all the context of this project, I sometimes felt blocked. So, I decided to bring my designs to critique, and each comment was amazing for progressing with my work.