Jade ThirdEye
Creating a Seamless Web Experience
Role
Digital Designer
Team
3 People
Timeline
Jan, 2024 – May, 2024
Jade Thirdeye, a SaaS anti-money laundering solution, required a website redesign to reflect its modern capabilities and stand out in the market. As the SME and lead designer, I collaborated closely with the marketing lead on wire-framing, design, and development, built on HubSpot’s CRM. The successful launch enhanced the brand narrative and market positioning, serving as the centre point for marketing communications and lead generation.
The Problem
Transitioning from a MVP to established product, Jade Thirdeye needed a new website to showcase its premium solution and differentiate itself within the competitive market.
The goals were to refine Jade Thirdeye's brand identity and digital presence to better reflect its position as a reputable industry leader and stand out from its competitors. Some of the challenges were that the website had to be built in HubSpot, the CRM system used by our sales and marketing teams. It needed a flexible, user-friendly backend that would empower our team to create web and landing pages autonomously going forward.
The Solution
We delivered 37 new webpages with a clean, modern design that stands out in a competitive market and will stay relevant over time. Inspired by minimalist Swiss design, we used plenty of white space to let the content breathe and feel easy to read. Since many pages were content-heavy and complex, our goal was to keep them clear, engaging, and not overwhelming. Imagery was minimal, used mainly to break up text and colour was used sparingly to highlight key information and interactive elements.
A New Design System
Through an analysis of the existing website and its common content blocks, I designed and built various templated modules and layout guides that allowed our team to quickly build webpages with little to no design or web experience. A library of imagery and icons were also created to give autonomy to users.
Creating Illustrations
Understanding our conservative market demographic, we tailored our storytelling to address serious topics in an engaging manner. A series of digital collage images were created to help tell this story, depicting key solutions like transaction monitoring and customer screening. These images, enhanced with guilloche textures reminiscent of money, helped convey complex topics in a fun and engaging way.
Bringing the Brand to Life
Recognising that users consume information more effectively through video, we ensured this was front and centre, providing an overview of the product and offerings. The video brought to life the digital collages, making for an end-to-end storytelling experience.
Results
The successful launch improved our brand's narrative, market positioning and acted as an anchor point for future visual communications. The new design system empowered our marketing team to swiftly create and launch landing pages, significantly reducing production time and the number of stakeholders involved. This removed previous bottlenecks, leading to more efficient processes.