Vesttoo Website Redesign

I redesigned the company's website, resulting in a memorable, contemporary brand and a 50% increase in monthly traffic.

my role

UX/UI Designer, Visual Designer

Team

Liran Grunhaus - VP Marketing
Jorge Morante - Development

Background

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 arose for a new website that would reflect the company's vision and attract new customers and investors.

The Outcome

User testing has shown that the new website is more accessible to its users and its visual language supports the company's vision of using technology and innovation to drive change in the capital markets. The new website has increased the company's visibility and resulted in a 50% increase in monthly traffic and a 25% increase in average time spent on the site.

The website supports and precedes the forthcoming online platform and has a clear call to action for its potential users.

Wireframes

Following marketing research, we came up with a new content structure for the website.

Visual Language

With the content and wireframes defined, the next step was to suggest color options - bright, bold, modern gradients. The geometric shapes would support the innovative and technology-based nature of the company as WebGL responsive animations. I also designed color icons to be used across the web and marketing materials (I redesigned them later to match the product style). Instead of a one-pager, we decided on a slide structure to emphasize the content of each part and achieve a technology look and feel.
In addition, I selected photo images that would reflect business, yet an accessible atmosphere.

Technology Page

For the technology page, I have designed and planned four simple animations that would illustrate each feature in an accessible, yet abstract and simple way:

Tests & Iterations

Following usability testing and extensive external market research, we found that while the brand was perceived as sleek, technological and modern, it lacked a personal touch and the ability to demonstrate the direct benefits of working with Vesttoo's technology and speak directly to our key audiences: insurers and investors. These findings led to a change in the structure and content of our website, splitting it into insurers and investors, putting our message about who we are at the forefront and enhancing the 'About' page.

Old vs. New

Below presented are the final screens next to the old websit:

Old Website

New Website