Christine Bath
Design + Research
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Uplift Financial

  • A/B Testing
  • Branding
  • Front-End
  • UX
  • Visual Design

At Cogo Labs, I've worked with many teams to help define and craft ideas into experiences that can be tested. One such experiment was Uplift Financial. A small group of analysts wanted to investigate how analytics and online marketing could help users navigate the personal finance landscape more efficiently. I worked closely with the team to design and define their brand and built their initial user-facing site.

When we started conversations around the project, I started first by tackling the brand. I wanted the logo to convey the values of the project - helping users build their financial capacity and grow their knowledge of a confusing, often uncaring industry. I also wanted to remain true to design patterns within the finance industry to communicate trustworthiness while also being approachable and friendly. Early on I was attracted to the idea of seed imagery and the light, airy motion of being lifted up in the wind. The final logo treatment uses this iconography, paired with a blue slate and money green palette reflective of the industry and the modern but friendly Asap typeface.

final logo design
final logo design

I then moved onto the UI. I worked closely with the co-founders to understand what they needed to deliver a minimal viable product. Their initial goal was to test crowdsourced loan offers and to understand the space. They fully expected this to be the start of a much more robust site, so I wanted to make sure we had a good, solid design base for them to work with. I worked closely with their team to understand the exact requirements of the site and what they would need to run an initial first test.

I developed a UI style that was clean and easy to navigate regardless of screen size. The initial site was a simple 3-step application and approval process for personal loans. After a few quick photoshop mockups, I worked with a web engineer to build the front end code and get it ready for launch. I worked mostly on handling the basic styling set up and pitching in to style certain components.

initial home page design
initial home page design
intake on user's financial needs
intake on user's financial needs
successful + accepted application
successful + accepted application

As they continued to succeed and learn, I helped design and implement additional features to the site, including a credit card comparison tool. Because they found a majority of their audience visit their site on a mobile phone, I designed this new feature to have the same information on mobile as on larger screens.

initial credit card desktop flow
initial credit card desktop flow
initial credit card mobile flow
initial credit card mobile flow

As this was a smaller project, I took on the vast majority of the styling while a web engineering worked on populating the offers. I used JQuery to implement a few enhancements planned in the initial mock, like the ‘click to reveal’ edit bar on mobile and the on scroll user signup bar. This page has been through many iterations since then to test and optimize the page even further. While I did not design the current page, I helped advise Uplift on possible tests to run and provided design and front-end feedback throughout the process.