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Golden Coast Finance

RESPONSIVE FINANCE WEBSITE

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User Research and Data Analytics

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User Interface Design and Branding

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Interaction Design & Animation

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Content Writing and Strategy

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OVERVIEW

Perfectly designed pixels make everything more enchanting - even finance websites. Golden Coast Finance is a mortgage-lending company based in Los Angeles, California, whose website was in desperate need of a makeover. I transformed their digital presence from three pages of 20th-century terror into an elegant and immersive 50-page (and growing) experience befitting of their bright and authoritative brand and principles.

GOALS

  • Create a design system in Figma with ease of development and future designers in mind.

  • ​Design intuitive user flows and delightful interactions that conjure feelings of confidence and peace-of-mind for loan-seeking users.

  • Increase conversion rates by improving the application and pre-qualification processes.

  • Design resources that increase community engagement and help users boost their “financial fitness.”

RESEARCH

  • I conducted thorough research to identify user demographics, noting that 70% were mobile users.

  • I found that the majority of users were women and men aged 35-55, guiding the focus on their specific needs and preferences.

  • I researched industry leaders and direct competitors to identify key features and flows.

  • My research contributed to a library of resources that I designed to increase community engagement and help users boost their financial fluency.

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DESIGN PROCESS

  • The wireframing process went smoothly and efficiently, thanks to my new design system.
     

  • I created modern, streamlined application and pre-qualification flows to reduce user friction and address user feedback issues and conflicts.
     

  • I designed calculators, a blog, and an interactive “Ask an Expert” page, amongst a large list of resources, in order to help the Golden Coast Finance team establish themselves as industry experts.​
     

  • I pursued consistent collaboration with marketing, copywriting, and design teams to solicit feedback and ensure that visual choices were on-brand and in line with the CEO’s vision.
     

  • I validated all design decisions with robust user testing, and presented findings to stakeholders.

OUTCOME & KEY TAKEAWAYS

The key takeaway from this project was the ever-increasing importance of elevating and refining product design to a level that continually inspires trust and confidence in the user. In an era of A.I. advancements and security concerns, a flawless user experience and pixel-perfect user interface is a necessary foundation for establishing lasting relationships with one’s targeted audience.

Learn more about my thoughts on A.I. here.​

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CHALLENGES

  • There was a significant language barrier between myself and the company’s offshore development team.
     

  • The company pushed for design choices that would negatively impact the customer experience.
     

  • The timeline was significantly shortened in the middle of the design process.

SOLUTIONS

  • I patiently collaborated with the dev team by providing extensive, image-heavy feedback in Figma and ensuring that all mistakes that affected the user experience were corrected before product launch.
     

  • ​I made sure that I understood the vision and priorities of other departments in order to find compromises that benefited both the company and the user experience.
     

  • After learning of our shortened time line, I took a deep breath and adjusted my approach to ensure that I could complete my designs on time. I collaborated with the writing, design, and marketing departments to quickly finalize my files by the deadline without compromising quality.

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