Web Redesign & Digitalization Strategy for FinTech Company

If you don't have enough time to read through a whole case study (I do aim to keep them short and straightforward), please enjoy the following video about the project.

This project was made for alphaAI. The client is an investment roboadvisor platform bringing a twist to the sector by adding advance mathematics, machine learning, and artificial intelligence on top of the existing passive approaches that traditional roboadvisors have.

alphaAI's founder and I met through upwork. The project was very straightforward, alphaAI had a Wix site for which they wanted a complete redesign.

alphaAI has incredibly good numbers when it comes to their product. I've seen it first hand and they truly have a product that not only rivals the likes of big competitors such as Wealthfront, and Bettement, but actually aims to change the way they operate in order for them to stay in competition. This posed a real challenge to what we were going to achieve. We had to:

Position alphaAI with them as competition. Design, and communication wise

Clearly demonstrate that alphaAI was a new standard for investing

Make sure that the investment jargon was understandable by the not-so-savvy investor. After all this is a tool focused on democratizing investment for everyone.

To face this challenges, I did a thorough keyword research and went through hours of UI and UX audits of the Wealthfront, Betterment and Titan sites. They had one thing we lacked, which was a problem.

Visual content

During the research phase of the project, we determined that alphaAI's potential main target were upper middle class households making over ~200k a year and that had some experience with investment. This allowed us to start with lean communication that we could test with some users we knew to have dealt with investments in the past.

The pre-visit test, along with the marketing and website benchmarking research, gave us the right orientation to approach the project development and reorder the initial wireframes to fit a wider audience of investors while also catering for those who wanted to dive deeper.

To build the project, we had already chosen our stack:

Webflow for web development

Make for automations needed

Mailchimp for email marketing

Relume as a Webflow library

Microsoft Clarity for free heatmaps and screen recordings

Google analytics for, well... site analytics

And ClickUp for collaboration

After an initial launch, it was time to run a post-visit user test and see how we could improve. The longer term goal was still to communicate to a wider audience of investors and potential ones, but we chose this target to gradually propel us towards that. The findings of these surveys helped us address the existing copy on the site, and the information architecture in order to make the communication more accessible.

To address the visual content situation, we made sure to buy some good commercial licenses for some very nice illustrations and stock photos that ended up playing an important role in the site. That, coupled with some mockups from the platform currently in development allowed us to have a complete site that was not lacking in any form of content.

As of now, the project is currently launched and I continue to collaborate with alphaAI by providing continuous reporting and change suggestions based on the findings. The alphaAI team is very happy and we will continue to work together to expand the capacities of the digital infrastructure that alphaAI has. For now focused on lead generation and grabbing waitlist sign ups from the market.