Bankrate
Project
Bankrate
Client
Red Ventures
Category
Financial Services
Team
Brief
In response to my lead work on Coverage, I was given the opportunity to lead creative strategy for Bankrate's Insurance vertical. I worked with SEO and Marketing leads to devise creative for template pages, transactional flows and interactive tools and widgets through a series of UX practices and co-creation activities.
The name of the game was flow entry and flow completion. You’ll find I've included snippets of some of the templates on Bankrate, they feature interactive maps, tables, and widgets that lead a user to a question flow, much like the one featured in my Coverage product overview.The focus on many of the Bankrate assets was speedy iteration. I created a fully custom flow-builder in figma that would allow for quick question iteration and prototyping within the project file and allow for rapid updates to account for UX learnings. This allowed us to simply duplicate the frame and make entire flow layouts in a fraction of the time, and without any brand discrepancies.
Highlights
Bankrate is all about SEO and growth opportunity, over the iterations we have aimed to:
- increase brand synergy by unifying and updating our design systems and tools
- introduce user-focused tools to help gamify the experience and help users engage in learning more effectively, increasing their buying intent in the process
- provide scalable tools to facilitate quicker iteration and improvement
- build templates that resonate with our top of funnel traffic categories to help users convert the way they want to
We've increased click-through for partners by 76% this year.
