Client
Grow Credit is a fintech startup that helps users with no or little credit history establish and grow their credit score for free. Grow Credit understands the pain of trying to establish a credit history in today’s age, so they offer users an elegant way to use the subscriptions they already pay for to build and grow their credit score.
The Brand
When I first started working with Grow Credit, the brand wasn’t fully fleshed out. In fact, there were some key issues with the current logo.
The logo used simple shapes that are commonly used in lots of other logos. So there wasn’t a strong connection or reference in the audience’s mind (ie: a star is not an ownable brand asset)
The colors were bland and didn’t inspire confidence
No clear connection between logo and app icon
My first task at Grow Credit was to rethink the overall brand.
The Product
With a solid logo and visual style in place, I shifted my focus to the product. At the time, Grow Credit already had a beta app ready for release. There were however some clear fundamental problems with the MVP.
Key Problems
The app was very technical for the normal user to fully understand
Lack of educational anchors to help users navigate credit scores and grow in their knowledge for future decisions
No viral elements in place to lower CAC
The face-value of the app was lacking. This is very important for a financial institution like Grow Credit.
My first step was to conduct an audit of the current app. For this step, I used InVision to capture the different flows within the app and identify the user pain points.