Spruce Homepage Redesign

In early 2023, my team was asked to create a completely refreshed homepage experience for Spruce — a mobile banking app, which promises to give consumers a financial glow up.

The new homepage design would focus on providing clients the main features of Spruce and guide them to an account creation.

After extensive research and analyzation of user habits on the existing homepage, our team created multiple versions for moderated user testing, followed by A/B testing on the live site experience.

After 6 months of iterating, we had made a homepage experience that captured the Spruce brand and key features, as well as increased account sign-up conversion for the business.

Process


After compiling previous page performance and user research, there was nothing to do but get to working on layouts, imagery, and copy writing.

The Spruce brand already had a robust design system, which contained everything needed to form consistent experiences across the site.

Design


We need a (financial) hero.

When it came to designing the hero,
rather than leading with a lifestyle photography approach, I opted to create an isometric comp. with the actual in-app experience of the budget tracking tool.

This approach resolves a major question consumers had: ‘What is this? An app?

Craft is still king.

On a personal note, I love agonizing over each pixel — especially when crafting an image.

After experimenting with many image treatment styles, I discovered that the isometric style added needed depth and delight that the previous iterations lacked.

Testing


Our team designed 3 homepage experiences for testing on the live site. Each page had a unique hero image, which highlighted a different aspect of Spruce.

Results


It all paid off

After all the research, collaboration with developers, testing, and iterating was done, the final published page contributed to a 51% YOY increase in signups.

More importantly, consumers were empowered with more information about what Spruce is and how it can help their financial lives.

Spruce’s web and app experience went on to win two consecutive AIGA KC design awards.

Thanks to a talented team

Kenzie Tubbs (Lead)

Roberto Perez

Jose Arellano

Trevor Stark

Designers

Becky Blackman

Writer

Rachel Nyp

Natalie Morgan

Zane Zwerenz

Matt Roiz

Authors + Devs

Mike Tolin

Kate Michel

Testing Partners

Alex Alewell

Project Manager

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