Blockchain based credit reports
Credittrust is a blockchain based credit report service that provides trustable credit reports to Swiss private clients. They are highly rated because of three aspects:
This credit report has several uses such as applying for bank loans and providing a proof of credit worthiness when applying for a rental apartment.
The MVP is a joint venture between Blockfactory (certifaction.io) and Intrum & CRIF. They provide the credit data and BlockFactory provides the technical solution and design.
My role in this project: Branding, Visual design, UX, UI, Interaction design, Animations.
The branding of this project needed to be ageless because the target audience is so diverse. That’s why we chose illustrations over photos for the landing page. As an overall image I decided that this application should have a fresh look which breathes innovation as this credit report is in every way an improvement over the competitors.
For the logo we went for a blocked C shape with a light blue check mark. Blue is considered a professional color, but using it in a light tone helps to add youthfulness. The same rules apply to square and round shapes, square is more professional, round more playful (just look at the difference between the logos of Microsoft, Google, and Apple). The use of gradients also helps to give a more innovative impression. It removes some of the seriousness, which is exactly what we were striving for in this project. Additionally, to emphasise the link between the brand and the website (which uses a .ch domain) we added the .ch to the logo in a neutral color.
Visuals & Icons
We use a small descriptive illustration on the main landing page keeping the focus on the title, the highlights and price. Throughout the process we use subtle line icons to give visual reinforcement to some elements while keep the focus on the process.
For this process we initially wanted to capture and verify the email address in the beginning, like many processes do. The main reason for this is that we didn’t want to have sensitive information being sent to wrong email addresses. However, as this process is more comparable to e-commerce checkout than to account creation, we were committed to find a way to remove this initial hurdle, remove email verification and lower the rate of wrongfully input email addresses. How did we do this? By changing the file’s primary delivery method from email to download button. The vast majority of people will click the obvious download button after payment, covering the file delivery for over 90%. For the remaining 10% there is a secondary call to action allowing the delivery method to be email. This button will make the user input their email address, but this time (after payment) the user will be a lot more committed to input their correct email address, with no mistakes. The result is as follows: lower error rate on emails, lower initial hurdles for the user to complete, making the process easier, higher delivery rate of documents and because of the lower hurdles: higher amount of total sold documents and a higher completion rate. All thanks to not capturing the email of the client as a first step. For a lot of companies this would be a requirement for re-marketing, email lists, and other user-unfriendly practices. However this makes the brand unpopular and, by forcing their business logic on users, actually makes them sell less.
As a process flow we got inspiration from Coinbase amongst others. It’s important to know that it’s not necessary to reinvent the wheel if others have spent many hours researching and designing similar processes. That being said, Coinbase must obviously collect much larger amounts of data on users to accept them. The scanning of the identity card however isn’t bad.
Two things need to be captured: a copy of the identity card and the address. We decided to capture the address first as it requires a lower amount of commitment from the user. Not only that but we decided to ask the first- and last name before asking the address because asking address and ID without a name might not feel comfortable to the user. This way the thresholds are low and incremental, and the user gets early success (cause it’s supposed to be easy to remember your name and address). By detaching the name and the address we lower the commitment level in each and reward with success and personalisation. For address input we use google address lookup which provides a very easy solution to complete these fields.
First many of the wireframes were focused on desktop, as people would be redirected from desktop focused sites like Homegate.ch or Newhome. However the mobile aspect was always kept in mind. We have to follow the expectation that many people will still complete this process on the go on mobile and it should be possible to be completed easily and instantly.
In order of appearance:
1) An easy to follow progress bar featuring the step you are at and the total amount of steps, with clear visual indication of steps.
2) Left aligned text for easy readability
3) Using name capture to build trust, give sense of win and add personal feeling
4) systematically appearing fields for easy decision making
5) good visual and verbal guidance on instructions for the more difficult tasks like scanning id
After successful identification, document creation and payment, the user can acquire the document through a download button. Alternatively the user also has the possibility to choose the secondary option of sending a download link via email. This method covers the issue of faulty email capture we discussed in the early stages of this project. Because the user paid for the product, the commitment to correctly enter his data is now much higher, reducing the likelihood of bad input data.