Identity Verification Product Page
Plaid
UX / UI Design
Visual Design & Branding
Role
Lead designer
Team
Brand Web: Lindsay G., James C.
Brand Motion: Rodrigo D.
Product Marketing: Jina N.
WebDev Engineering: Jamie K.
Plaid Inc. is a financial technology company that provides a platform, using APIs (Application Programming Interfaces), to connect consumer bank accounts with financial apps, like Venmo and Chime.
In early 2022, Plaid acquired Cognito, an identity verification and compliance (KYC, AML) platform, and integrated within to develop a highly robust identity verification product suite all under one system.
Challenge
Update current product page with more informed product features and benefits to both customer and consumers.
Coordinate release date with annual customer event, Threads 2023, as part of the keynote theme.
Elevate and begin the push brand's web design system.
Process
I was responsible for consolidating and creating timely designs for the page update. This included developing new components and modules that weren't available in Contentful, our content management system. I collaborated closely with the design team and our product marketing member to achieve this.
I also designed new interactive elements, such as a horizontal carousel with a discreet timer function, allowing users to view related imagery alongside the content. Additionally, I directed and exported the necessary file formats for three animated assets used in the design. To enhance the layout, I focused on pairing a more sophisticated design with visuals that emphasized simplified product UI over illustrations.
Previous product page (scroll image for full layout)
Hero animation storyboard with animation notes
Desktop experience with animations and interactions (scroll image for full design)
Outcome
Work was completed one week in advance to the launch date through the speedy collaboration between myself and my team.
90 days after launch performance:
Increased web traffic and scrolling further down the page than previously
New page is quite a bit longer than before so the content and design is more engaging (more time spent on page)
4.2% decrease in drop-off rate
This page update served as a catalyst for the brand's Web 2.0 system, which my team and I used to advance and refine our web design approach, distinct from the product design system.