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The basic concept underlying the fintech startup Single was the idea of offering bank customers a highly attractive complex of financial services. Along with online banking, the services were to include online reservations and travel planning, a 24-hour concierge service and a unique loyalty programme.
What we did
- Brand digital strategy
- UX/UI design
- Front-end development
- OpenWay Way4 Integration
This was the project assigned to us in 2012. Facing us was the creation of an innovative product, one which would differ dramatically from all the web-sites and online banking systems available at the time. The product we were expected to come up with had to be a web offering of minimalistic design and, above all, employ a vividly graphic approach to the architecture of user engagement.
Yet another essential consideration was that the design we would create had to be technically compatible with our client’s WAY4 payment processing software from OpenWay Group.
At the time we were commissioned to do the work, there was no fully formed, universal understanding of what a PFM service should consist of. In the early stages of our work on the project, we made a careful analysis of all the existing trends in the design of such services. At the same time we took a firm decision to apply UX strategy, which we made an integral feature of the final product.
From the very start, the directors of Single were adamant that user convenience should be the cornerstone of their new PFM service. So, after examining such services as were on offer in early 2012, we designed our own laconically convenient interface for bank customers to manage their personal finances.
Providing bank customers with a rapid and accurate picture of their assets and money flow lies at the heart of any financial service. For people who rely on a number of credit cards and use accounts in different currencies for different purposes we created a single visual system to display their bank balance, savings account status and overdrafts.
Such basic information could become immediately available with just one click. If a user wished more explicit information, a second click would provide it.
One of the signal features we introduced was the exceptional ease with which a bank customer could make payments, transfer funds and perform other mundane financial transactions.
We combined visual simplicity for beginners along with advanced features for more experienced users who were already well accustomed to communicating with financial services.
For example, making occasional bank transfers became possible through just a simple operation instead of filling in tiresome forms as required by other online banking services.
Looking after a bank customer’s interests during any of the up- and-down stages of life is the mark of a well constructed bank product. As a client is just getting used to a digitalised service, the mutual engagement between the client and the service tends to be more tutorial in format. During that stage, the service helps to conduct the fledgling user through the basic steps of application in so clear a manner that questions seldom arise and mistakes are avoided.
Mobile phones with multiple functionality were already in wide use by 2012. As the auditory function became increasingly popular, we began to put greater emphasis on the user interface, which was fully applicable to mobiles. In short, our interface took into account the specialised communication between user and service in a mobile format.