Rethinking Credit

Changing our relationships with money for good. Putting you in control of your borrowing, spending and repayments.

Project: Brand and Product Vision

My role: Design Lead

Agency: TH_NK

12 week project:

Brand & Experience design vision
Concept development and validation
iOS app design
Design foundation, style guide and component toolkit

Millions of people within the UK work hard to stay on top of their finances and balance what they need with what they can afford

We all know that ‘credit’ has a lot of stigma around it in terms of high APRs, causing more debt and harm than good.

We set out to change that, by creating a product that educates and empowers people to take control of spending to get more out of life.

Role & Project details

Over a 12 week period, we created a brand and product vision with continuous customer validation along the way.

From feature and brand design to in-home testing, we created an experience that changes people’s relationship with borrowing, for the better. For good.

Design Principles

Familiar - We design to build in familiarity, usability, and trust through recognised patterns, conversational interfaces.

Guiding - We always design to guide and help. We reduce complexity around information, visual graphs instead of just numbers. We remove distractions, present fewer options to allow people to focus on the task at hand, always looking to simplify and reduce content.

Uplifting - We design with warmer colours, a positive tone of voice, a well-placed nudge or hand to get you on track. Always looking for the positive.

Feature design

We introduced a number of features and tools to let users take control of their spending.

We added tools like ‘locks and controls’ to prevent underpayments, take payment holidays, split payments into more manageable pieces, and smarter ways to visually keep track of when payments are due.

Design Exploration

We developed a number of different visual concepts that looked to balance the idea of simplicity, honesty, optimism, and empathy through a mix of illustration and photography