Money3 is a specialist non-bank finance provider of personal loans and car loans. The company first opened its virtual doors in 2005, and since then has been facilitating loans for Australians and New Zealanders from all walks of life. Money3’s ethos and mission are centred around giving customers “a fair go” when they come against barriers from other financial providers who may not view them as attractive loan seekers.
The challenge
Money3 approached Luminary intending to establish a more solid and recognisable brand and carve out a place in the market amongst leading non-band providers. Their existing positioning was resulting in ineligible customers getting too far down the conversion funnel, and the users arriving on the Money3 website were not seeing optimal user-led, engaging content that they were searching for. Ultimately, they wanted to reach the right people at the right time and provide them with the required information and financial products.
What we did
Luminary executed a discovery and delivery project, using Umbraco Heartcore and Next JS. More specifically, the Design and UX team worked together to create a practical and functional design system and set of visual designs, which was seamlessly handed over to and executed by Luminary’s Solutions Architects and Front End Developers.
Designing for UX
Senior UX Designer, Dean Berlingeri and Digital Strategist, Anna Potter worked closely with the Money3 team as well as conducting customer interviews. They performed heuristic reviews, digital strategy audits, customer interviews with the view to better understand Money3’s customer base, optimise and stress-test components, test application flows and create a more effective and user-centric communication of Money3’s unique product offering. This close working group was able to build effective and purposeful components that conveyed key messaging in user-centric language. The application flow wireframes in particular offered clear and considered guardrails for future implementation.
Senior Designer, Kelvin Lin approached the website design by first imagining how Money3’s new brand positioning could be translated into the digital space. Kelvin built a bespoke design system for the Money3 site by leveraging the years of investment and expertise that Luminary has spent designing such systems for other clients, including the one that powers Luminary.com. This design system created a framework to efficiently uplift existing content layout components in a consistent manner as well as create new components with minimal friction. . Refinements made through design revision phases with the Money3 could then seamlessly and consistently flow through the entire design system. This approach enabled many efficiencies in execution and allowed the design work to scale with ease.
Reusability and flexibility were an important factor for the client, offering content authors the opportunity to use various content types and introduce a good balance of variability on the website. The reusable and flexible design offered long-term scalability and sustainability to the client and made handing the project over to the Front End Development team more seamless.
Theming and design tokens were utilised on the project, with as many as ten themes used within the four colourways in the branding. These colours and shades were assigned to text, background colour and other visual elements on the website which increased the consistency across designs and streamlined the flow between Design and Front End Development. These design tokens and a thorough theming guide were also useful tools to hand over to the client.
CMS that’s fit for purpose
Umbraco Heartcore was the selected CMS, chosen by the client due to the ease of use, the clean back office and hands-off maintenance due to being managed by Umbraco HQ. Umbraco Heartcore is Umbraco’s headless CMS offering and Money3 had the advantage of having Mario Lopez, Solutions Architect and Umbraco MVP as their solutions architect, bringing a high level of understanding to the team.
Front End Developers, Amelia Davis and Nadia Mayangputri , were responsible for setting up future content editors for success, picking up some key learnings along the way that provided tried and tested steps for Money3. Amelia and Nadia created a series of CMS style guide pages that acted as living examples within the CMS for the content editors to learn from and interact with. This enabled content editors to create pages and see them in real time, with the options of different components to select from depending on the required features.
The result
Money3 received a website that not only reflected their recent brand refresh but extended upon it in a way consistent to its intention. A cohesive and scalable design system and website flow that best communicated their key messages with a customer-centric focus . Money3 also received user research that would help them with decisions around how to position their brand and identity into the future. Money3 content editors had a roadmap to creating new content on the website that would retain the variability of the existing component mix, and allow them to see their work and changes in real-time. Users arriving on-page looking for financial solutions were better-suited candidates and able to find the information they needed.
Keep Reading
Want more? Here are some other examples of our work that you might be interested in.
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