Project overview:
COIN is a conscious investing start-up looking to better the world while disrupting the traditional investing ecosystem. COIN’s platform allows users to invest according their values by offering 8 social and environmentally-focused investment portfolios that have been designed make the maximum impact in each of their areas of focus. Each of the investments portfolios ladders up to one of the United Nations Sustainable Development Goals, aimed at achieving a more sustainable future for all. In addition to creating a more sustainable world, COIN also looks to make the investment experience more inclusive to a new generation of investors by offering a low minimum balance and offering financial education to its users.
Look and feel/messaging:
The COIN website serves as the main acquisition channel for new users entering the product, and it was important to convey the value proposition effectively with an interface that communicated the right amount of information and still felt modern and intuitive. In an increasingly crowded fintech landscape, we needed to convey what differentiated COIN from other robo-advisors. COIN’s value proposition to consumers is 2-fold: Do good (for the world) while doing well (financially, for yourself).
From a visual standpoint, it was important that the website felt both modern and accessible. Early proof of concept testing revealed that many novice investors feel intimidated by the idea of engaging with the stock market. The website needed to strike a balance of allowing users to feel empowered by their power to influence the world with their money, while still offering enough guidance and education to make a novice investor feel that their money would be in good hands.
Reacting to website analytics:
Early analytics revealed that most visitors to the website were not navigating around much beyond the homepage. Our team reacted to that data by redesigning the elements below the hero image, so that each subsequent module would link out to another page on the website, effectively reiterating the header navigation. The primary call to action (“Start investing) remained consistently present across all pages by virtue of it’s placement in the fixed header nav.
