Aspiration Zero
- Product Design
- User Experience
- Brand Design
A unique credit offering centered around the idea of doing good for the world every time you use it.
Challenge
Applying for credit products requires a lot of information and can easily be off-putting. With Zero, we developed a sign up and onboarding experience that minimized the friction for new users and provided them as much agency as possible to successfully complete their application.
Approach
With the amount of information required to open a line of credit, we wanted to reduce confusion or frustration by keeping the steps clear. We accomplished this by grouping related fields. Also, any details not required for approvals were moved from the signup process to a separate section of the customer's new account.
Solution
We developed a journey for Zero that was as concise as possible, along with a structure that allowed consolidating or expanding details across each step. We also continued to improve the experience as we gathered data and insights from customers.
Planning the User Flow
Before any design, we defined the user path through the experience. From the entry points, primary paths and scenario specific branches to the processes supporting everything behind the scenes – all was detailed in order for us to design and test that we were creating a usable and reliable experience.
Experience Parity
Aspiration supported customers across web, mobile web, iOS, and Android. Creating a consistent experience across all platforms was essential for seamless transitions between devices. Progress was saved at each step so users could leave their application at any point, regardless of device, and return to resume their journey without getting lost.
States
With the amount of input required from the user, it was important to provide ample feedback with all the information they needed. This meant designing the appropriate states for each of the elements they would potentially interact with, clearly communicating progress, success or errors.
Signup & Onboarding
With so many required steps, a major goal was to reduce the cognitive load of any given point of the journey. This meant breaking down what could be very dense form into more manageable portions with simple and clear user expectations. It was also important to have a unified design language that applied to the overall appearance as well as the functional elements of the journey. This was achieved using patterns defined in the Aspiration design system, ensuring everything from spacing, typography, inputs and buttons, to imagery and iconography were consistent.
Brand & Marketing
A dedicated product webpage accompanied the product launch and new sign up experience. This webpage provided potential customers the essential product details and debuted Aspiration's rebranding initiative.
