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Case study Cash.ch

Redesign News & Finance Platform for Cash.ch

My role: Design lead
Agency: Markenfels Ltd.
Client: Cash.ch
Context: Redesign Cash News & Banking platform
Year: 2013 - 2014

 

Context
Cash.ch is nowadays the most visited 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. 

The Challenge
Although Cash's news are widely known and subscribed, the bank was unknown. It's customer base was also in the decline. A revaluation of Cash's brand perception revealed that people have a one sided idea about Cash merely as news platform. With a new strategic brand outline the goal was to reposition Cash's online bank in the Swiss market, and redesign its user experience and sign up procedure to get new customers on board. 

 

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.