Revamping Fintech website experience for financial decision-makers
Refine.finance
Refine.finance is a financial analytics platform that helps users make informed decisions by providing market data, equity analysis, screening, portfolio tracking, and financial insights across US, Indian, and Dubai-listed equities.
Challenge
The goal was to redesign an outdated website and create a more clear, credible, and consistent digital experience for financial decision-makers. The existing website lacked a defined visual system and had an unclear value proposition.
Outcome
I redesigned the website with a stronger visual identity, clearer information hierarchy, and improved navigation across its data-heavy pages. The new experience made Refine.finance’s offerings easier to understand while creating a more trustworthy and modern interface for exploring its financial products and insights.
Industry
B2B
Platform
Web
My Role
Product Designer
Timeline
Sep 2023 - Nov 2024
UNDERSTANDING THE PROBLEM SPACE
No proper design system for consistency
The website lacked a coherent design system, resulting in inconsistent visuals that did not align with any defined brand identity. This inconsistency made the site appear unprofessional and confusing to users.
Unclear value proposition
The website did not effectively communicate the value of the business or its services. Users struggled to understand what the company offered and how it could benefit them, which hindered their ability to engage with the site.
The old website is outdated
The design elements were outdated and did not reflect current design trends or user expectations. This made the website feel stale and less credible, impacting user trust and engagement.
REDESIGN GOALS
Communicate Refine.finance's value proposition
The website lacked a coherent design system, resulting in inconsistent visuals that did not align with any defined brand identity. This inconsistency made the site appear unprofessional and confusing to users.
Building client trust with consistent design
Our primary goal in redesigning the Refine Finance website was to establish and strengthen trust among potential clients. To achieve this, we focused on creating a cohesive and visually appealing design that reflects modern aesthetics and industry standards.
Better CTAs
Enhancing the design and placement of CTAs was crucial for guiding users towards desired actions. The redesign aimed to create clear, persuasive CTAs that would drive user engagement and improve conversion rates.
RESEARCH
I conducted one-on-one interview with Founder & CTO.
Interview Goals
Enhancing the design and placement of CTAs was crucial for guiding users towards desired actions. The redesign aimed to create clear, persuasive CTAs that would drive user engagement and improve conversion rates.
With the Founder:
Who are our primary users and what are their needs?
Understanding the target audience of the B2B business to design solutions that cater to their requirements, given the challenge of direct customer interaction.
What are the business processes and how do we deliver our solutions?
Gaining insights into the operational workflow to align the website’s design with the business's functional needs.
Why is a redesign needed after 4 years and what challenges have been faced?
Identifying the reasons behind the need for a redesign and understanding any issues or limitations with the current website.
With the CTO:
What are the key development challenges we should consider?
Learning about technical constraints or requirements to ensure the redesign accommodates these challenges and improves technical performance.
PAIN POINTS
Data should be presented in an easy-to-understand way
The target audience, being busy professionals, required information to be presented clearly and concisely. The previous website failed to deliver data in an easily digestible format, leading to user frustration and disengagement.
Information overload
The website suffered from slow loading times, primarily because of large financial data and POWER BI dashboards files and excessive backend processing. This negatively impacted user experience, as visitors had to wait for pages to load, which led to higher abandonment rates.
Performance issues due to data organization
With a large volume of backend data, the challenge was to present it effectively without overwhelming users. The existing design struggled to balance detail with clarity, making it hard for users to find and understand relevant information.
HEURISTIC EVALUATION
I conducted a heuristic evaluation of the old website to identify usability issues, missing elements, and design inconsistencies. This assessment helped uncover key areas that needed improvement,
FINAL SHIPPED DESIGN
I conducted a heuristic evaluation of the old website to identify usability issues, missing elements, and design inconsistencies. This assessment helped uncover key areas that needed improvement,
Refine.finance's Home page
Our primary goal in redesigning the Refine Finance website was to establish and strengthen trust among potential clients. To achieve this, we focused on creating a cohesive and visually appealing design that reflects modern aesthetics and industry standards.
Explore page
To enhance usability on data-heavy pages, I implemented a side navigation bar that allows users to switch between "Equity Analysis" and "Managerial Reporting" with a click. Dynamic submenus appear as users scroll, and strong color contrast helps them easily distinguish between sections, providing clear access to detailed content.
Feature page
To improve readability on long, information-heavy pages, a Z-pattern layout was used. This design guides users' eyes naturally across the content, helping them quickly find key details without feeling overwhelmed.
