The Problem

Freetrade is a UK-based financial technology company which offers a share dealing service. They focus on personal finance, giving their users a range of investment avenues that they can use as they wish.

Freetrade’s brand colours are bright and exciting to give a more modern and friendly face to the brand amongst other financial institutions. But upon visiting the homepage, the overall layout feels sparse and impersonal. I also struggled to understand the hierarchy of content on the page as there was little visual separation.

Aims:

• Make the page feel more friendly and relatable.

• Better convey the brands fun and casual image.

• Group the content to improve readability.

The Solution

• Swapping out the screenshot of the app with someone laughing to improve the perceived relatability of the page. My reasoning for this is based in selling a lifestyle or idea similar to brands like American Express, rather than selling a service or app.

• Implementing animations to the content on the page will help with improving the fun and casual image of the brand.

• Utilising the content available on the page, I have adjusted it’s scale and positioning to help users quickly and effectively understand the relationship between elements and sections.

Before & After