The Challenge
Vesttoo is a revolutionary startup offering risk transfer solutions for insurance companies and market investors, using innovative AI technology for risk modeling. While working on an upcoming online platform, the need for a new website that would reflect the company's vision and attract new clients and investors. Working together with a marketing team, we have created the general content layout and a site map. The goal was to speak to two separate audiences: insurance companies and large investors in the capital market- as does the online platform, as well.
Sketches
After defining the content and the wireframes, as the next step, I have suggested a few palette options, bright, bold, modern gradients and geometric shapes that would support the innovative and technology-based nature of the company, as well as different icon styles:
Initial icons:
I later came up with a new icon style that we used in both marketing materials and on the product:
After additional user research, it was decided to split the website for the two target audiences at the very beginning, in order to make easier access to the specific information they were searching for. I have also sketched all the animations that would appear on each page.
For the technology page, I have designed four simple animations that would illustrate each feature in an accessible, yet abstract and simple way:
Conclusion
User testing has shown that the new website is more accessible to its users and its visual language supports the company's vision: which is to use technology and innovation to create change in the capital market. The website supports and precedes the upcoming online platform and has a clear call to action for its potential users - however, its actual effectiveness and success will be more clear and measurable with time.