Two professional women having a meeting
B2B & B2C Website
Willow Inc.
uI | Brand & visual design | website redesign

Overview

A rebranded and redesigned website to better align with delivering financial education, trainings, and certifications to financial advisors and matching them with individuals. Willow pairs individuals with advisors tailored to their goals, interests, and personalities. View the website live HERE.

About Willow

Willow is redefining financial advice for women, NextGen, and underrepresented investors, by matching them with trusted, CE-certified advisors who truly connect with them. Willow’s matching system ensures investors are paired with advisors who resonate on a personal level and meet the unique needs of today’s diverse clientele.

Our Contributions

As Willow's UX/UI Designer, Krista played a pivotal role in shaping and elevating the brand's identity. We contributed a comprehensive redesign of the visual elements, interface, and interactions - ensuring effective messaging and alignment with the brand's vision.

The impact of this redesign was quickly recognized when Willow had the exciting opportunity to be featured on NBC's Today Show.

The success of the website redesign led to further projects entrusted to me by the CEO and CPO. We designed the Consumer Dashboard, Life Coach Dashboard, Content Creation Tool, and Advisor Dashboard, taking full ownership of these projects from concept to prototype.

Kind Words 🫶🏽

"Krista is an incredibly talented designer and absolute joy to work with! She has played an integral role in refreshing, developing and growing Willow's brand and visual identity through her design work. Always professional, collaborative and able to make tight deadlines with a great attitude. I could not recommend working with Krista more highly."
‍
- Lacy Garcia, CEO & Founder of Willow

01
the problem

Website hero before
Willow's previous website was not aligned with their mission and goals. It required a rebrand and redesign that would accurately portray their services and partnerships with financial advisors and their firms, while capturing the empowering and feminine essence of their end clients' life journeys.

Despite the project's tight deadlines, we successfully delivered high-quality designs within the specified timeframe
02
Design Solutions

Understand

Excel at comprehending the target audience and user needs, creating an intuitive and easy-to-navigate website

Strategize

To create a distinct advantage over competitors, align messaging and values to foster trust as a core element - establishing a strong and distinct brand presence in the market

Convert

Optimize the user and brand experience to attract a large number of leads, successful partnerships, and sign-ups for consumer dashboard, promoting growth and success

03
Previous Design

Website hero before
Website About before
Website Financial Life Coaches Before
Company Mission

04
UI Style Guide

Color

Primary
#394950
#d6b88b
Secondary
#8d9f97
#748386
Tertiary
#eaddd9
#3f5873
#777a69
Neutral
#FFFFFF
#e9e9e9
#ece5da
#c1baaf
Success
#9fb483 - op 25%
#9fb483
error
#c24936 - op 25%
#c24936

Typography

Lora
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Regular, Bold
Montserrat
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Regular, Bold

Custom Graphics

Save Share Spend WheelAspire Aware Appreciate Act AdaptSave Spend Share Wheel #2

Imagery

Family having fun at home together
Retired woman enjoying the outdoors
Two professional woman having a meeting
Financial Advisor
Retired Couple Enjoying Life
Interracial Friendship
Willow Woman
Single mother with daughter

05
Hi-fidelity Redesign

Channel Partners Website Page RedesignFinancial Life Coach Website Page Redesign
For Her Website Page Redesign

06
Interaction Design

The content we were given for this page was a bit text-heavy, so we created an interactive accordion component to make it digestible and interactive.

07
Reflection

Learn from mistakes
The initial feedback we received was not positive, particularly regarding the imagery we chose. While it can be disheartening, we embraced the constructive criticism, made significant improvements, and successfully met the deadline. This experience deepened our understanding of their mission, message, and most importantly, their users. As a result, it opened doors to more design opportunities.
Advocating for the user is key
While it's important to respect the client's opinions, as designers, we learned to balance them with the ultimate goal of creating a user-centered experience. Effectively explaining my design choices showed how they benefit the user. By having open conversations, we found a sweet spot that satisfies both the client and the end user, and that's when the magic happened!
Welcome feedback & collaboration
Embracing stakeholder feedback throughout this project provided us with a fresh perspective and helped us align user needs with stakeholder goals. It was a powerful reminder of the significance of collaboration, questioning assumptions, and actively seeking feedback.
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