Level Money Marketing Site
Ideation, Art Direction, Copy, Prototyping, User research, Iteration
Update Level's marketing site and create a more aspirational impression to attract new users and to inspire the experiences we were creating going forward.
Build trust so that people will feel comfortable adding their bank information to use Level when they sign up. Build awareness for Level's new automated saving feature and see what questions people had.
I started by looking at both the competition and companies that were more aspirational. Then I started whiteboarding out different ideas for the page.
I came up with three initial concepts: Get clarity on your financial life, Painless: avoid overspending without a budget, and You might be surprised.
Painless was all about the simplicity of Level over budgeting. You might be surprised was sort of a wild card full of aspirational imagery based on the things the people told us they wanted to do, like travel. and Clarity was an attempt to marry the ease and simplicity of Level to peoples' larger lives and show the places they might go, were they able to save more.
I ran small round of Rite Testing in the office with targeted participants to learn what taglines and images really resonated with people
This information was used to refine and modify the existing concepts.
Below you can see them in their further refined stages.
I then used Usertesting.com to run tests on 8 participants per test.
The tests started with a blank screen to ask people about their spending and saving habits as well as what financial tools that they used. I screened for urban, coastal people who matched our personas.
I started with the painless concept and from there, quickly learned that people would never go for the site comprised primarily of aspirational images. People wanted to see the product and what it did. They loved that it was powered by a trusted financial institution but wanted to know this sooner. They needed to know that it was free too.
I listened to this feedback and refined the Clarity concept. I emphasized the relationship with Capital One and added back a press section. People liked the site and the clear language and imagery but certain questions kept popping up, especially around the new saving feature. So with peoples' underlying motivations in mind, I edited the copy and tested again. As I made changes, the Net Promoter scored grew.
However a certain subset of primarily male listeners, generally the super financially-conscious, hated having to scroll through pictures. So I cut out some of the images, but left enough to appeal to our core who said they loved the pictures. Some people even saw the connection: saving more means you can travel more and do more things.
Yes, it was mobile first but then here is the desktop version.