Connect Group
Brand Redesign
I worked with the Product Owner on the Connect Group portfolio to redesign and revamp the brand and boost its conversion. The brand had been Venntro’s most popular brand, converting up to 40% higher than other company brands, but conversions had slowly dwindled and revamping site imagery and promotion is an effective strategy across the platform.
Designs were created through wire-framing and designing using the Adobe Suite (Illustrator and Photoshop), showcasing in inVision. The front end was built in Atom for delivery to the Development Team.
All user and technical statistics gathered through analytics, user testing and knowledge of the build.
Background
The Connect Group is the company’s highest converting multi-national dating brand. It targets the highest paying audience of
50-80 year olds and is inclusive and valuable to its audience. The Connect Group provide the essential service of finding a compatible life partner to people who have either lost or split from their previous spouse, or are looking to date as an empty nester.
The adult audience is the most profitable and affluent audience with less free apps marketed towards them, and so along with the adult market is the second leading area of profit for dating companies.
Logo development and iterations
Colour palettes
Brand History
Because the design was a revamp of the previous design the audience and all of its analytical data was available already. The structure was changed to push higher value IA to the top, but keeping selling material in further down as the mature audience responded better to more information and a clearer idea of the app experience.
Imagery
The imagery was reconsidered and curated to give a friendly, inclusive feel to the brand. Member imagery was used highlighting a mix of cultures and ethnicities, and imagery and testimonials were shown to depict people with full lives, families and interests already who were looking to share new experiences with others.
Imagery used to convey target market perception
Layout Design
The layout was weighted with the sign up form at the top, leading to selling material and finishing with cross sell to the rest of the brand. The design followed a tradition layout of centralised content, and simple page scrolling to access the information. Complexity was kept to a minimum for ease of use.
Wire-framing and design alignment
Accessibility
Clickable content was kept to a minimum, and once the sign up form was interacted with the rest of the design faded down to highlight the sign up areas. These techniques were used to focus attention for the audience. A lack of buttons and a push for larger areas of copy were chosen based on the success of these features in other brands. Analytical data showed that the target audience valued content and little distraction.
Sixties Connect new site design cross-platform
Scrolling Animation
To add interest lower down the page animation was given to the testimonials area. The content loaded only once on scroll in this way, giving a bit more style, quality and delight to the customer experience without detracting from the user journey.
Mobile design featuring animation
Cross-sell banners and marketing
