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UI Redesign News & Finance Platform

My role: Design Lead
Agency: Markenfels Ltd.
Client: Cash.ch
Year: 2013 - 2014

Context
Cash.ch is a news & finance portal in Switzerland, with over 100'000 visitors weekly and 219'000 users per month. Cash belongs to Ringier, an international media group with integrated media corporations, e-commerce and entertainment. 

Impact
At Markenfels we redesigned the Cash news & banking platform to feature and market Cash’ banking services and products more prominently. Cash’s customer base was declining at that time, and a market analysis revealed the people were not aware of the Cash bank. After one year Cash’s had a significant increase of new customer sign ups for online trading and finance services.

My role
I was the design lead for concept, ideation and creation of a new UI design proposal, and was co-managing client relationships and workshops for the executive board from Cash.

 

Rebranding Cash

Cash_Case_01.jpg

'Before and after' comparing the original UI design with the new one, prominently emphasizing Cash bank.

 

Trust, reliability and discretion

Cash_Case_13.jpg

Cash's existing colors are 'red' for news and 'terra-brown' for banking. We gave the color terra-brown more 'real-estate' to highlight Cash's banking & trading services.

 

Cash's target audience: four types of personas

Four user types:

Newbie: First visitor, reader, searcher, potential Cash subscriber and Cash bank customer
Regular User: Existing Cash-platform user, news-reader, economist, entrepreneur, Cash subscriber, potential Cash bank client with min CHF 40'000
Advanced User: Existing Cash-platform user, existing Cash bank client with min. CHF 40'000, economist, floor trader, entrepreneur, uses some tools
Power User: Existing Cash bank client with more then CHF 40'000, professional trader, investor, finance expert, institution, enterprise, uses advanced tools and trades on mobile app

 

Easy onboarding with a modified and simple sign up 

Cash_Login_SignUp.png

Redesigned sign up and login for effective on-boarding, tailored towards new potential customers 'regular users' and 'newbie'. 

 

Product feature teasers

Cross-promotion for Cash's banking and trading tools as teasers, to get new customers or existing subscribers faster on board.

 

Design Proposals

UI concept proposals for Cash

Cash_Case_11.jpg

Proposal A is the 'iterative solution', and was the closest to the existing old platform, that would require less skinning of template system in use
Proposal B added a new homepage with an intro movie promoting Cash Banking & Trading, demonstrating the competitive advantage of having news and banking in one app.
Proposal C has a 'shop window', displaying Cash's banking & news services prominently as 'buttons', providing fast access to its services.
Proposal D promoted the four most lucrative areas of Cash in form of teasers: news in red and e-banking, trading and wealth management in terra-brown.

 

UI concept proposals for Cash's Mobile app 

Proposal A – "iterative solution" – was selected and executed by the client, eventually also as a result of budgetary restrictions, stakeholders decided to pursue a light skinning approach in the first round.

 

Rebranding Cash's bank

Cash_Case_02.jpg

How to grow the customer base for Cash's bank
With a strategic rebranding of Cash's bank, we launched a new experience design to get existing CASH subscribers and new customers on board. 

 

Status Quo 2018

Cash_Web_App_Walkthrough.png

Cash has launched its responsive web design for mobile and launched it's own news and banking app. 
Developed by Markenfels AG, Zurich, Switzerland. © Markenfels Ltd. 2013.