ING Direct was always a progressive alternative in the banking industry. Tangerine is a perfect reflection of just that. Its simplified, innovative and fair approach goes uncontested. One that continues to refuse charging unfair fees, provide cutting-edge products and award-winning customer service. The only thing that changed is their name. Everything else is just getting better.
Upon onboarding, it became clear that this was a complete overhaul. Previous iterations fell short. Nothing felt personalized to the brand besides the logo; it was not enough of a departure from ING's previous platform. The approach needed more differentiation in order to make design decisions.
There was alot of focus around navigational hierarchy, whether icons should be represented, logged in versus logged out states; several factors needed consideration. Two solutions—each having their own merits—were presented after rounds of design. The second option below was selected as it followed convention, and promoted conversation vs. transaction.
A family of icons were handcrafted. Inspiration was drawn from Concrete’s brand book. The set was used across the platform, brand materials and advertising campaigns.
Inside pages were prioritized once the design system was in a good enough spot. Flows, components, states and responsive screens needed to be mocked up. Not everything was mocked up; alot of it was designed in code.
Tap me :)
hover over me :)
I was naive towards the complexity of this site once onboarded. It was far more than adding visual design to an existing platform, but more about reshaping the experience for the user. Easing a user into a product experience they once knew that has since changed is not an easy task. Also, due to its responsiveness, it was important to keep not only a visual congruity, but also a functional congruity across all platforms. Knowing when to trim the fat against retaining full features as the screen sizes got smaller were not easy decisions to make.
Credits: Nellie Kim, Tony Ponzo and Ben Prout.