Miranda Makes
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Honest Dollar - Website

Research - Experience - Interface - Design System

Client: Goldman Sachs, Honest Dollar | Project: Brand and System Update, Website Redesign | Year: 2017 | Team: Myself, Olivia Hayes, Paul Russo, Danni Kirchoff, Stephanie Ciccone

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Brief

Brief

After being acquired by Goldman Sachs, it was time to elevate the brand and align it to the 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

Planning & Research

The new site design needed to be approachable but mature, utilizing concise 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.

Experience

Experience

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.

Interface

Interface

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.

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Result

Result

The final result was a pleasing introduction to the 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.