Website Redesign
I revamped an outdated website to make loan applications seamless and transparent. This also included restructuring the application form itself, as well as the overall aesthetic and vision of the website.
Background
The previous website was created to target the local market in Plano, Texas; however, as the company expanded their loan services to more states, the small-town connection no longer held the same benefits as before. With new owners and the incoming transition of implementing advanced technology into the business model, the previous website did not exhibit the modernity needed for the tech industry.
Outdated imagery, a limited color palette, and an excess of navigable options posed a threat to user attraction and retention. The images to the right are taken from the previous website, which at the time went by the name of Wildcat Lending.
Users and Pain Points
Crebrid's primary users are real estate investors, borrowers, and partners seeking funding or investment opportunities. Through stakeholder interviews, a brand audit, and site analytics, we identified several key pain points:
Outdated Application
Brand Identity Issues
Poor Navigation
Inconsistent Content
Solutions
The final website showcases modern imagery, an entirely new branding guideline from the Takt Design Agency, and a new structure to all key pages, the navigation bar, and the loan application. In short, this is a complete redesign. Below is the new hompage design which applies modern colors and principles to highlight Crebrid's presence as a key player in the loan-origination industry.
Challenges
The website went through many redesigns, targeting many different styles and ideas. Inspiration was drawn from several modern websites, but with a majority of the attention paid to Uber and their modern interface. The constant changing and redesigning is innate to the start-up environment, but poses its challenges due to a sense of a lacking brand identity. Choosing the right identity is quintissential for a company, especially one that is going through a rebranding. After Takt became involved and helped curate the new branding, the website came together much easier.
Showcased below are early home page renditions spanning the duration of several months.
Next Steps
My website build was used as a base for the new website that is now live at crebrid.com. There is still more work to be done, but I am happy with the progress thus far!