Overview
After acquiring The Business Backer in 2015, Enova realized it needed a large revamp after pages weren’t performing at the same level as competitors. In 2019, myself and the UX copywriter started reviewing the user experience and pitched the new design to stakeholders with success.
Challenge
Review and restructure the website based on new product offerings. Restructure should include an improved user experience, updates to accessibility, and a redesign to the branding.
Wireframes
After conducting a competitive market analysis, wireframes were created. Wireframes focused on updating site navigation, adding a new interactive loan calculator, and making loan terms clear to the users. On the previous live site, large blocks of text were being used with little visual break, causing users to abandon the page. I worked with the UX copywriter to break up the content to provide callouts for key information and easy to digest content. During the wireframing process, multiple rounds of user testing were conducted.
User Testing
Usability tests included reactions to new brand colors, usability for the calculators and charts, and additional testing on the new writing tone.
Navigational Updates
Additional focus went in to restructuring the site navigation and tree map. This included reorganizing the categories the SEO pages would fall under.
Final Design
After testing and user feedback was completed, the final step was to build out the brand colors and styles. This included altering the color palette for accessibility and revamping the photography style to freshenup the overall look and tone of The Business Backer.
Role: UI/UX Designer
Timeframe: 3 months
Process: User and market research, usability testing, wireframes,
prototyping, rebranding and visual design
prototyping, rebranding and visual design
Team: Myself, UX copywriter (Ashlyn Keefe), front-end coder (Lucas Nieboer)
Wireframes and Full Fidelity: Self-driven
Tools: Adobe XD, Usability Hub
