After being acquired by Goldman Sachs, it was time to elevate Honest Dollar’s brand and align it to its parent company’s other offerings, as well as address some of the pain points of the previous iteration of Honest Dollar’s site and presence.
We worked together with the marketing and product teams at HD to identify areas that often resulted in drop-offs and confusion for potential users, and started the brand, web, and product updates from the ground up.
Planning & Research
The new site design needed to be approachable but mature, utilizing concise but colloquial language to ease the audience into the financial vernacular required by law. We structured the site’s flow and content to be matter-of-fact and digestible, with the home page offering an overview of Honest Dollar’s offerings while always including a call-to-action for deeper dives into each aspect.
Visual flows and wireframes accompanied content overviews and information architecture as we collaborated with marketing and product to ensure that the site was hitting all of the value propositions and offerings accurately and effectively.
Once the content structure and a direction for copy was solidified, we moved into higher fidelity wireframes and began to build out Honest Dollar’s new design system. We sought to bring the look and feel closer to other Goldman Sachs products, such as Marcus, in terms of type and color, but wanted HD to clearly be its own autonomous product and have a distinct personality.
To achieve this while ensuring that the information remained at the forefront, we decided to supplement the content with illustrations depicting youthful but ambiguous people representing the ease-of-use of the platform and the peace of mind accompanying financial security.
The final result is a web presence that exists cohesively within the Goldman Sachs family of products, and an effective overview of the Honest Dollar brand and product that presents complex information in an approachable, digestible way to gain potential users’ trust, encouraging and empowering them to proceed with the on boarding process and take the next step toward financial wellness.
With the brand and web updates established, it was time to proceed applying the new design standards to the product side.