HOW SMART UX DESIGN
CAN HELP A NOVEL
CREDIT CARD BRAND
Ollo did. So they found Archer.
ESTABLISHING CREDIBILITY TO COMPETE WITH THE BIG BOYS
Gaining a foothold in this industry required a memorable digital experience that established trust and credibility, from registration to account management. To compete with credit’s household names, it was essential that every OlloCard.com viewer be greeted with dynamic and distinctive brand elements, clear and concise product descriptions, and an intuitive user experience.
Near-prime consumers are relatively less likely to be versed in credit matters than other audiences, which influenced our approach to Ollo’s content and UX flow. To create a seamless customer journey, we needed a consistent look, feel, and voice across the mailer and online application. Our team also emphasized simple, educational content that conveyed the appropriate information hierarchy. This clarity would be crucial to maximizing acquisitions.
Our team created the user experience for OlloCard.com with a focus on action and consumer education. The website welcomes each user and immediately offers them the ability sign in or enroll, and then introduces the products. Through working sessions and the development of a design style guide, OlloCard.com and Ollo’s cardholder account site were created as a continuous experience, and are responsive across any device.
From the beginning, our partnership with Fair Square Financial was deeply collaborative. Our team communicated with the client on a daily basis, and working sessions were carried out between Archer, Fair Square Financial and its branding agency.
RICH WORKING SESSIONS
We worked together to define key content, sketch preliminary wireframes, and determine the look and feel for the Ollo Card and its web experience. We collaborated with the client and its branding agency to finalize branding elements, including the logo, stock images, palette, and voice. Some working sessions were dedicated to wireframing, where we homed in on the user flow to ensure customer acquisition goals were realized. It was in these sessions that we aligned on the vision that would give rise to a great experience.
Consumers with near-prime credit have often had unpleasant experiences with credit in the past or are new to the market and as such are overlooked by standard card issuers. It was essential, then, that Ollo establish credibility: both in its brand, and in the possibility of better credit.
BRINGING CONNECTIONS TO LIFE
Ollo’s core value is that consumers are “more than a number.” We drew inspiration from this mantra to create approachable content and welcoming visuals on every page. Inspired by the Ollo logo, we incorporated circular elements in the design. We featured relatable lifestyle photos throughout and developed a section dedicated to “credit education,” authored by a personal finance expert. We also identified and implemented a darker shade of cyan that became Ollo’s primary brand color—or “Ollo Blue.” Each element was selected to build trust.