Fin is a work insights platform that provides cross-applications and enterprise data insights for CX and operations teams. My responsibilities were to own and develop the brand. My initial focus was improving the brand consistency on fin.com and bringing the experience up to SaaS web standards. Unfortunately, Fin is no longer operating as of Feb 2023 - you can view an archived version of the site here.
PW: betterwithfin
After an initial audit, it was clear that the existing website’s user experience and brand consistency needed to be greatly improved. The initial site was built to look more editorial using things like a hamburger menu and no obvious structure for typography and color.
We conducted user tests to pinpoint areas of friction that users experienced and identified major disconnects that would cause the user not to convert. On the more technical side, we found that the website speed ranked really low, clocking below industry standard load speeds and often breaking on smaller device sizes.
As a result we decided to overhaul all of fin.com and created a design system with scalability in mind. We used Hotjar and Google analytics to make data-driven decisions that helped us improve the overall experience and performance of fin.com.
