thimbl. began as a white-label credit card designed to help people with poor credit build their financial standing. Over time, we expanded the brand by introducing Balance Transfer and Purchase Offer credit cards, as well as a new loan product, broadening our offerings to meet a wider range of customer needs.
Skills Used
User Research, UX Design, UI Design, Interaction Design
Year Started
2021
The rebrand of Thimbl focused on capturing a broader audience with updated visuals, messaging, and tone of voice to build trust and highlight USPs. The hero section was redesigned and A/B tested to increase engagement and drive applications. Form optimisation was achieved through continuous testing and restructuring, addressing pain points to improve completion rates. A down-sell journey was also introduced to retain users by offering alternative products for those ineligible for the credit card.
Result
The redesigned Thimbl website yielded significant improvements across key metrics. The form achieved a high conversion rate of 85%, from landing page visits to completed applications. We saw a notable increase in click-through rates, and our social media presence grew by 30%, driving more traffic to the site. Key design elements like the tabbed sections in the form and the progress bar enhanced user interaction, providing clarity on how much of the form was left to complete. These features minimised drop-off rates and improved the overall user experience. The down-sell journey was particularly effective, allowing us to retain users who were not eligible for the primary product by offering alternative solutions, keeping them within the company's ecosystem.
While the project was highly successful, we recognise there are still opportunities for iteration and further optimisation to enhance site performance and user engagement.