I first joined Advicefront in June 2016, as a design intern in Faber-Ventures summer internship. I didn’t know anything about startups and even less about fintech.
Advicefront’s value proposition was not clear to me since day one. The previous website didn’t help and I did struggle to understand the workflow of financial planning between advisers and their clients.
As a design intern, I was asked to redesign the website under Francisca Veloso’s mentorship (Advicefront's designer at the time).
The website was confusing, information exploding everywhere and full of dark-colored images. No one really understood what Advicefront was selling or who was their target audience. Was it robo-advice? Or just financial tools for advisers?
André Costa – Front-End Developer
Andreia Costa – Intern Designer (me)
Eduardo Pereira – Full Stack Developer
Francisca Veloso – Product Designer
Francisco Cordoeiro – Project Manager
It’s hard to design a good landing page or redesign a website.
The structure matters, the copy matters, the white space, and typography matters. What about the images and calls-to-action? Are we capturing the potential customer's needs?
This job gets even harder if:
To give a little bit of context: Advicefront was a B2B2C online collaborative platform between advisers and their respective clients – which aimed to simplify the whole workflow in such a way that every client becomes profitable – making everyone able to get financial advice.
The platform had two sides: adviser and client side. Despite being connected, each side had its own workflow with different features and tasks to accomplish – which lead to different design solutions.
I worked with Francisca to reach a new website structure, new visuals, clear calls-to-action, and better-explained product features.
We were still discovering what was the best proposition to fit Advicefront's audience needs.
To avoid the same mistakes, we divided the website into 3 main pages: Intro, Features, and Pricing.
The content was rewritten from zero. The pages were fragmented into small sections focusing on key points and a better storytelling.
The team was all aligned and everyone understood the need for a change.
As if this was not a big of a task, I also had to create an illustration style for this redesign (gasp!)
It wasn't an easy task. I needed the illustration style to be consistent and to leveraged Advicefront's value proposition, which was hard considering the financial advice industry was and still is a very traditional one.
I'll let the images speak for themselves.
As a starting point, I used the existing illustration style of Advicefront's product at the time.
I believe this style suits Advicefront’s brand. Trusting their financial adviser is the number one priority for all clients. So I aimed for collaboration and ongoing conversation between advisers and clients.
Problems with this style:
Focus on high value-added tasks and client relationships and let Advicefront handle the heavy lifting in the background, drastically reducing time spent per client.
Expand your network to hundreds of thousands of clients and engage digital natives by promoting healthy saving habits and tracking their actions.
We are witnessing the biggest wealth transfer in history, with younger clients set to inherit trillions of pounds in the coming years.
Advicefront can help you protect your AUMs and help you become one of the winners to emerge out of this massive market shift.
Advicefront is continually refining its compliance framework to ensure you apply market and regulatory best practices, making the advice
you deliver secure, personalised and searchable at all times.
Help your clients achieve their innermost goals and dreams, educating and supporting them along the way. Better engaged clients are clients for life.
The final website looked more modern and with a clear proposition. There were few colours and more defined blocks of information.
This version of Advicefront's website is no longer live, but you can see the old website at web.archive.org by clicking here.
Our next step was to adopt the new illustration/ website style to other areas of Advicefront (branding, marketing, product, etc).
Thank you to all the team for contributing with their feedback and guidance, especially to Francisca.