Prosper Brand Refresh
Goal: To unify and modernize Prosper’s brand, aligning with the strategic vision, driving customer preference for, and loyalty to Prosper’s financial product ecosystem.
Lead Designer · 2022-2025
As Prosper’s strategy has evolved, so should its brand.
A fast-growing fintech product portfolio was testing the resilience of the Prosper brand. Prosper has rapidly transitioned from a monoline lender to a full-service loan provider, offering multiple products in various lending categories.
Our challenge was to ensure that we have the brand strategies (promise, positioning, value propositions, etc) and tools (architecture, nomenclature, visual and verbal guides, etc) to ensure the Prosper brand remains a driver of growth and not an impediment to it.
Opportunities: Color palette, logo, tagline, typography, information architecture, brand-wide value proposition, product value propositions, visual styles.
Public site information architecture & global navigation
Very much in line with a brand refresh was a need to take a renewed look at the public site information architecture & global navigation to align with our evolving organizational strategy. Two goals guided this work:
To create a user-centered information architecture of the site to inform and enhance the design of the Prosper.com global navigation
To better organize and structure site content to improve findability and discoverability of Prosper products and content with as little friction and cognitive load as possible.
Research initiated: internal cardsorting, external, open-ended cardsorting, tree testing, usability testing
Product positioning: visual + value propositions
Concurrent with the brand-level value proposition definition, product-level value propositions were outlined based on independently-conducted focus groups and surveys.
Visual design direction avoided stock illustration styles, leaning into tech-oriented user interface snippets of product experiences.
Research initiated: focus groups, surveying, quick-read visual preference testing
Fintech Brand Experience Refresh
Goal: To propose a brand refresh strategy that aligns with Prosper’s strategic vision, driving customer preference for, and loyalty to the Prosper brand.
Brand Experience Strategy · UX & UI Design · Content Design