From a complex financial service
to a clearer digital customer journey.
A Danish fintech company needed a website that could explain a relatively complex financial service without making the customer journey unnecessarily difficult. The work focused on structuring the information, clarifying the proposition and creating a digital experience that made it easier for visitors to understand the service and what to do next.
The challenge
Financial services can be difficult to communicate digitally. Customers need enough information to understand how a service works and feel comfortable moving forward, without being overwhelmed by unnecessary complexity.
The existing challenge was therefore larger than visual design. The website needed to explain the proposition, organise complex information and guide visitors through the customer journey.
Without a clear information hierarchy, users would have to spend too much effort understanding how the different parts of the service related to one another.
The task was to turn a relatively complex proposition into a simpler digital experience without removing information customers genuinely needed.
The approach
The work started with the customer journey rather than the visual design. The first step was to identify what a prospective customer needed to understand from the first visit to the point where they were ready to take the next action.
The information architecture and page structure were then organised around those needs. Product explanations, supporting information and calls to action were placed in a clearer hierarchy.
Messaging was treated as part of the user experience. Complex concepts were simplified where possible while preserving the context customers needed to make sense of the service.
The result was a website where structure, content and navigation worked together around the customer journey.
The impact
The company gained a clearer digital way to present a complex service and guide prospective customers through the proposition.
Information that could otherwise feel fragmented was brought into a more coherent structure, making the relationship between the service, the process and the next action easier to understand.
The value was therefore not simply a new website. It was a digital customer journey designed around the business model and the information customers needed to move forward.
The case reflects SR Konsul's approach to websites: start with the business and the customer journey, then design the digital experience around them.
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