Case Study: Ollo

Ever Wonder
HOW SMART UX DESIGN
CAN HELP A NOVEL
CREDIT CARD BRAND

Ollo did. So they found Archer.

Challenge
A new space in a crowded market

The credit card marketplace is saturated with issuers that serve the industry’s two primary consumer segments: prime and subprime borrowers. The near-prime customer, however, has, historically, been under-served. To fill this coverage gap, Fair Square Financial developed Ollo, a brand with two product offerings for the mid-tier credit consumer. We partnered with the Delaware-based firm for the design, development, and launch of its acquisitions website.

STRATEGY
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.

EXPERIENCE
BRINGING DYNAMIC VISUALS TO LIFE

Our Experience Design, User Research, and Development teams worked together to create a rich, responsive experience for desktop and mobile users. From plan, to wireframe, to launch, Archer worked side-by-side with the Ollo team to bring their vision to life, while bringing our perspective and panache to the project.

CHALLENGE
FACILITATING CONVERSATIONS VIA DIRECT MAIL

Fair Square Financial’s customer acquisition phase began with a direct mail application invitation to a select group of near-prime consumers. The offer contained a unique reservation and access code with a directive to start an application at OlloCard.com. This approach required a website experience that established continuity with the mailer, and eased users through the application.

STRATEGY
SMART UX

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.

EXPERIENCE
UX IMPLEMENTATION

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.

CHALLENGE
FROM TIMELINE TO DEADLINE

With a firm production schedule, we were working on tight timelines for user experience and design. But midway through the project, another challenge was introduced. We were asked to take on development as well.

35+

SCREENS were designed for a cohesive cross-platform experience

STRATEGY
UNPRECEDENTED COLLABORATION

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.

EXPERIENCE
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.


Preliminary Site Map

Sample Homepage Sketch

CHALLENGE
RESTORING FAITH

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.

STRATEGY
DEVELOP A CONNECTION

To build consumer confidence, we focused on two primary elements: approachability and trust. That tone and feeling would be established through language choices and design. Building off the brand voice Ollo had devised, we set out to make even the most ordinary requests friendly and fun, without taking users’ credit knowledge for granted.

EXPERIENCE
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.

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