Ascent's FinTech Evolution: A Refreshed Brand Experience

As the VP of UX & Design, I spearheaded all aspects of UX, design, and branding throughout the organization. This encompassed a comprehensive overhaul of the Ascent brand, its web properties, and its products experience. Additionally, I established, led, and oversaw a dedicated team of UX designers, visual designers, front-end web developers, and interns.

Ascentfunding.com →

 
 

300,000 +

VISITORS PER MONTH

50%

INCREASE IN TRAFFIC

60%

INCREASE IN CONVERSIONS

 
 

“
It's hard to imagine the amount of work required to revamp the look, lead design and experience for millions of users during this period of growth. Josh's knowledge of the product, marketing, design, development, engineering and operations allowed the UX team and company as a whole to be incredibly productive because of his communication and leadership.

– Ryan P. - Senior Web Developer

 
 
 

The Process

** Due to confidentiality reasons, process and research documentation could not be shared.

This iterative journey delivered a well-designed experience that engaged users and met expectations. The UX design process blends creativity, empathy, and data-driven insights for a compelling and effective experience.

  • Research & Discovery: Conducted user research and defined goals for redesign.

  • Journey Mapping: Interviewed our audience and mapped out the user journey to find pain points.

  • Brand Strategy: Collaborated with marketing to refine content messaging, and values for consistency.

  • Information Architecture: Organized content and structure for user friendly navigation.

  • Design: I led the team that created the UX, visual design and design system that align with content and brand and created prototypes for testing.

  • Usability + A/B Testing: Gathered feedback through testing and ensured a user-friendly experience.

  • Development: Ensured responsive design and compatibility while coding for SEO & compliance.

  • Analytics & Optimization: Implemented analytics tools for tracking. Made data-driven improvements.

  • Ongoing improvement: Maintained and updated the UX and brand as needed.

 
 

Rebranding for Success

 
 

The new design and brand direction made a significant impact, leading to an impressive increase in website traffic. This surge in visitors, 300,000 + per month, translated into a substantial rise in loan application submissions, marking a remarkable achievement for the organization.

 
 
 
 

Guided Efficiency: Structured Navigation

Designing clean website navigation for SEO involves creating a user-friendly and organized menu structure that is easy for both visitors and search engines to navigate. By using clear, descriptive labels for menu items and maintaining a logical hierarchy, users can quickly find the content they're looking for.

 
 
 
 

Data Driven Design

A/B testing confirmed that the new design variations significantly improved user engagement, reducing bounce rates and increasing conversion rates to the application. With these results, the product delivers a seamless user experience that not only meets but exceeds user expectations, making it a standout success.

 
 
 
 
 

Fully Responsive Design

We introduced a fully responsive design that was previously non-existent, ensuring an optimal user experience on various screen sizes and devices.

 
 

  • Improved User Experience

  • Accessibility Compliance

  • Better SEO Performance

 

  • Increased Conversion Rates

  • Faster Page Loading

  • Wider Audience Reach

 
 
 
 
 
 

Comprehensive Design System

We built a design system with a full library of pre-designed components, styles and guidelines to streamline the process between our designers and web developers.

 
 
 
 

A Style Guide For Success

Crafting the new brand style guide was a thorough process. We started by outlining key elements like the logos, icons, colors, fonts, and visual standards. This guide now acts as a vital reference, keeping the brand consistent and easily recognizable across different platforms and materials. It provides clear guidelines for both internal and external teams.

 
 
 
 

Haley, The Voice of Ascent

Haley brand persona, adds a personal touch to the brand with her relatable, friendly, and approachable communication style, while also looking to the future. She embodies the brand's commitment to connecting with customers on a human level and providing support that feels like a conversation with a trusted friend.

 
 
 
 

Connecting in Style: Social Media Assets

We developed customizable social media templates for our marketing team to edit as required, streamlining our social media marketing efforts. There were templates across all social platforms.