Till payments came to Re for a website uplift, it no longer represented their ambition as they had grown from a spunky startup to a much more sophisticated and leading platform. Through a series of interviews and internal workshops, we were able to identify the real challenge that lay behind the brief of addressing the Till Payments website: The team had a brand that wasn’t fit for purpose throughout the entire experience – from comms and marketing to product. The result was a disconnected brand experience as customers transitioned from pre-sale to post-sale users.
The project turned into a transformational end-to-end brand refresh that embedded a robust digital design system into the business and facilitated a much more connected ecosystem across teams. Our work touches everything from their terminal UI, customer portal, marketing website, digital comms, OOH, packaging, and tradeshows.
Our work ultimately built a digital experience that lives up to the brand promise.
Process
We conducted thorough research to form a robust perspective on the issues and devised a solution plan, crucial for our success. The keys to our success were:
— Clear product feature call-outs
— Be quicker to encourage click-through
— Better anticipate customer questions
— Make the site interaction across web and mobile
— Tailor the content to sectors
— Add more exploratory prompts for the user
— Design User flows based on existing users behavioral characteristics
— Resolve SEO issues so not transferred to the new website environment
— Streamline the signup process and improve the conversion rate
In short: Be simple, be quick, embrace self-discovery
With all this in mind, the multi-disciplinary team helped to elevate every key metric on the site:
Conversion Rate = +100% increase
Page views/User = +93% increase
Time on Site = +16% increase
"The Re team partnered with us firstly to design our new Till website and then built our universal brand system which extended into product, comms and all our channels. They took a very static, comms-based brand system and made it truly digital. They are great partners and top quality designers in both the brand and product space and flexed around our process and pivots." — Romy Briers, Head of Brand & CX
See the full website experience here
Credits
Completed at Re Design alongside: Nick Hill, Alysha Menzel, and Iris Vanhecke with development support from Bone Digital
Services
UI / UX & Visual Design
Prototyping & QA
IA & Content Strategy