KupFundusz.pl
Brand refresh and web/mobile design update of the most innovative central european investing platform
KupFundusz is the go-to platform for both seasoned investors and complete beginners wanting to start their guided investing journey.
We worked with KupFundusz since their very beginning in 2017. We designed the logo, color palettes and the entire investing platform. After a couple of years of growth, we came back to the project again armed with research results, user feedback and new business goals. This is a redesign of our own work.
User Experience, Branding
E-commerce
to increase conversion
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A refreshed branding,
that looks modern and trustworthy.
The first branding we did, back in 2017 was already breaking some of the typical "serious fintech" rules and it worked perfectly for recall and user engagement.
The logo became a bit iconic in the industry, and matching well other brands in the set - for which we also did the logos. This time the goal was to bump up the contrast, make it a little more modern and some small tweaks to the typography.
We went for an organic touch. The brand has a startup vibe, but the colors and shapes are inspired by nature, and growth (green) instead of the ubiquitous "fintech blue"
Michal Malewicz
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Make it easy for beginners
and powerful for power users.
The platform is catered to both beginners and power users. Which means there are two main flows to accomplish most things. We didn't want to "average" it as then it would make both groups slightly unhappy.
Instead we focused on the strengths of each one and went all in on them.
Flow diagrams, when backed up by user data are one of the most fun parts of any redesign. Combining steps together, simplifying and removing clutter feels great!
Michal Malewicz
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A landing page that lands.
Customers.
The first iteration of the project (2017) was pretty novel. We had no data yet on how customers will react to a "friendly investing platform" which led to a lot of heuristic based patterns.
Now, armed with data on how people used the site, we were able to specifically focus on the right things and remove clutter. We used our standard "show value + clear doubts" approach. It was heavily based on asking the users. Then refining.
Clear communication is pretty easy to pull off once you start talking to the users and actually hearing their pain points.
Then simply addressing them!
Michal Malewicz
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Making investing friendly.
And visually stunning.
Once again we went with vibrant gradients and large typography, but this time we simplified the decorations in a big way.
Our research showed that tasteful minimalism with maximalist colors evoked the most positive feelings during the testing. In other words: people liked this the most. We also simplified the animations and transitions to take under 1 sec.
To make investing approachable to non-investors, we need to break free from the overwhelmingly serious styles that are too busy for real humans to even comprehend. Less is more.
Michal Malewicz
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Turning the platform into
a comfortable mobile experience
Since the last redesign, the mobile usage of the platform has grown significantly. That required a dedicated approach to what information and in what form will work best on mobile.
Graphs, charts and all interactive segments were redesigned from the ground up with larger controls and more fluid, granular data presentation. That kept the balance between powerful features and an interface that doesn't overwhelm the user.
We tested the spacing and font-sizes multiple times in real-world scenarios to see how comfortable it is to make investment decisions on a small screen.
Michal Malewicz
We reworked over 100 platform screens
for desktop and mobile
It all started with a design system to unify the platform's look & feel across each breakpoint. Because the experience is tailored to each breakpoint, we didn't try to make the design system universal.
Instead we created two - one for each dedicated experience. That allowed us to have some overlap but also craft potentially the best experience for each screen size with zero compromises.
We always start desktop first. In this case it was required because desktop is the primary way to interact with comparing investment performance. Then we adjust for a quality mobile experience with simplifying features and arranging them for ease of use on a smaller screen.
Michal Malewicz
We've accomplished over
3x growth of the platform usage
Views growth
after launch
Clicks growth
after launch
More new
registrations
Longer time
on site per user
More overall
engagement
Longer single blog
session time
Disclaimer: Data provided by our client (via Google Analytics) after 6 months since redesign went live
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We've accomplished over
3x growth of the platform usage
The redesign led to over 3x growth of the platform usage. Qualitatively the feedback from clients was overwhelmingly positive, but of course there is a long term tweaking and improvement strategy in place as well.
Many of the optimizations have also greatly helped website SEO leading to 400% more views and 350% more clicks. The registration form entries rose by another 270%, leading to improvements across the board.
After a few months we looked at the data and noticed a huge improvement along all key metrics. That shaped our post-launch strategy towards optimization without sacrificing what works.
Michal Malewicz
Our client's comment
"We've found that Squareblack is a truly result-driven partner"
"We trust them with challenging projects."
Analizy Online
Our client's comment
"We've found that Squareblack is a truly result-driven partner"
We have been working with Squareblack for almost 7 years and each time we have a challenging project we come back. That says something, isn't it?
Dorota Pietrzak, Marketing Director at Analizy Online
With our tested methods,
your product can close more clients,
drive purchases & engagement.
We have available Calendly slots
Or write to us at hello@squareblack.com