Timeline
Aug 2021 - Dec 2021
Role
Visual DESIGNER
Tools
FIGMA, PHOTOSHOP, Motion, WEVO, GOOGLE MEET
Overview
Equifax has released several new products in recent years, but sales have not been meeting expectations. By understanding the competitive landscape, the company has identified what is and isn't working, and is now focused on creating products that are truly differentiated and modern.
Problem
Equifax's product and sales emails are too long, which reduces conversion rates and ROI. Emails that are too long are less likely to be read and they are more likely to be deleted or ignored. This means that Equifax is missing out on potential customers and sales.
Research
Digging Deep With WEVO
To understand what our customer audience values, we used WEVO to analyze Equifax's current winback emails and identify pain points that were reducing conversion rates.
Pain Points
The previous design of Equifax's winback emails required a lot of text, which distracted from the appeal and clarity of the emails. This also made it difficult to find the call to action (CTA). The current design scheme does not allow for storytelling, dynamic content, or iconography, which negatively impacts the email's experience driver score.
WEVO quickly identified the problems with Equifax's current email design and what information should be given more attention. The current visual style, which is designed for quick turnarounds, is not performing well because it does not appeal to customers or create a connected experience.
Key Demographic
Equifax's target demographic is broad and varies depending on the product or service offered. However, some of the key demographics include:
Age: Equifax's products and services are available to people of all ages, but they are particularly focused on people in their early 20s to early 40s. This is because these are the age group most likely to start their credit history and make major financial decisions, such as buying a car or home.
Location: Equifax has a global presence, but they are particularly focused on the United States, Canada, and the United Kingdom. This is because these countries have the largest economies and the highest levels of credit activity.
Services: Equifax offers a wide range of financial products and services, so its target demographic varies depending on the specific need. However, some key services include credit reporting, credit scoring, credit-building tools, and fraud prevention.
Products & Services
Use Persona
To tailor our strategies effectively, we first need to step into the shoes of our key users. This understanding guides our actions and choices. Here's a closer look at the individual who inspires our direction.
User Journey
The winback feature helps you create campaigns to encourage lapsed customers to come back to your store. This is a highly effective way to drive traffic to your store and re-ignite dormant business.
There are two plans available: Family and Premium. Each plan has three different versions, called "touches," which lead users to re-enroll in a plan.
Family Plan
The Family Plan includes three touches:
A welcome email: This email welcomes lapsed customers back to your store and reminds them of the benefits of your products or services.
A discount offer: This email offers lapsed customers a discount on their next purchase.
A personalized message: This email is sent directly to lapsed customers and is customized to their interests.
Premium Plan
The Premium Plan includes all of the features of the Family Plan, plus two additional touches:
A referral program: This program allows lapsed customers to earn rewards for referring their friends and family to your store.
A customer survey: This survey helps you to understand why lapsed customers stopped shopping with you and what you can do to win them back.
Sketch wireframes
We were tasked with creating three versions of emails that appealed to different emotions: protection, fear, and urgency. Our research showed that users responded best to emails that evoked an emotional response. To make this concept work, the hero illustration and headline had to work together to trigger an emotional response that would persuade users to re-enroll in a plan.
Three emotions to provoke re-enrollments
The wireframe sketches primarily determined which iconography would evoke the emotions associated with each theme. Color theory plays a significant role in evoking a mood.
A close look at concept 1 & concept 2
The sketches refined the layout and visual hierarchy of the design that would be used in all three email types. Concept two was selected because it effectively guided the user to the call to action.
First Round Wireframe
The first round of concepts were high-fidelity isometric flat-color illustrations that told a story that complemented the headline. The client wanted something that would break the mold of the existing creative style.
Second Round of Iteration
The designs used different shades of blue for Premier emails and orange for Family plans, with a top-down visual hierarchy that guides users to the call to action.
Final Round of Iteration
The third and final round of designs used improved imagery that seamlessly integrated the headline, hero image, body copy, and call to action. Each image captured the essence of the headline while also grabbing the user's attention.
Testimonials
We capture the authentic voices and experiences of users. Here's what users are saying about Equifax's revamped landing page and improved email communication:
Final Results
Key Takeaways and Future Directions:
Keep it Simple - Simplifying and streamlining communication can drastically improve engagement and conversion rates.
Keep iterating - Continuous iteration, based on feedback and research, is vital for sustained growth and relevancy.
Keep it Real - The integration of emotive design elements can play a pivotal role in enhancing user experience and boosting retention.
I am excited to see how Equifax leverages digital communication strategies to empower people to make informed financial decisions and live their financial best.
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