Cashplus / Zempler Bank
OVERVIEW
At Zempler Bank (previously Cashplus Bank), I led a significant design transformation, enhancing their online banking platforms and crafting the Zempler Design System. My role covered a wide range of activities from directing and developing the full company rebrand to managing a team of designers. By steering this project, tried to foster a spirit of innovation and teamwork, blending the best of both our internal teams and external partners to achieve results that didn't just meet our goals - they exceeded them.
ROLE
Head of Design (FTC)
November 2023 - Present
Main responsibilities:
Orchestrated the shift from the Cashplus Design System to Zempler, setting a new benchmark for our brand's identity.
Directed user-focused design enhancements by carrying out thorough research and applying these insights effectively.
Worked hand-in-hand with the product teams to ensure design strategies perfectly mesh with our development roadmap.
Enhanced team workflows to boost efficiency, setting us up for scalable success in the future.
View the detailed case study:
Building the Design Foundation
Developing the Zempler Design System
Starting with the rebranding, I led the creation of the Zempler Design System, crafted to seamlessly connect the old with the new. This system built on the original Zempler guidelines, and brought in an updated colour palette, a meticulously designed typographic scale, a comprehensive set of icons and illustrations, and a set of custom components to be used across our various products. On top of this, to facilitate and steamline the transition between brands, I created a ‘re-skin’ Design System, which provided direct swaps for each and every style in the existing Cashplus Design System, meaning that both designers and developers could apply these replacements directly to switch the brands over. This meant that we saved significant design and development time during the transition. This work not only supported ongoing product improvements but laid a solid foundation for future design.
Enhancing User Experience
A key part of my role was to dive deep into user research to streamline and refine the customer journeys on Zempler’s digital platforms. This hands-on approach allowed us to pinpoint key areas for enhancement, making our interfaces more intuitive and engaging. The feedback loop from customers was invaluable in driving these enhancements, massively boosting user satisfaction.
Team Leadership and Process Optimisation
Cultivating Talent and Streamlining Operations
A big focus was on fine-tuning the design team's dynamics and workflows. I brought in three new designers, who brought fresh perspectives and vital skills to the table. I also focused on giving more autonomy to existing team members, which not only sped up our processes, but also lifted spirits across the board, fostering a more dynamic and responsive design environment.
Collaborative Efforts and Continuous Improvement
I worked closely with our content and product teams to improve the Design Team’s integration across projects, enabling a more unified approach to our design and development efforts. Regular updates and strategy sessions were also put into place to ensure everyone was on the same page, ready to tackle any challenges head-on. This nurtured an atmosphere of creativity, and ensured that our design initiatives aligned well with the broader business goals.
Learnings and Challenges
Navigating Through a Corporate Rebrand
Stepping in to direct the rebrand of an established company like Cashplus brought its set of challenges, especially in ensuring the new brand aligns with the strategic business priorities. I had a very broad remit that spanned the design across the whole brand, leaning into both Marketing and Product Design. By stepping into roles beyond my initial brief, I helped bridge gaps where resources were thin, maximising the project's impact and learning a great deal along the way.
Living Our Values
Throughout my time at Cashplus, I strived to live by the company's values, an effort that was recognised when I was nominated for the ‘Make a Difference’ category in our Living Our Values and Behaviours Awards. This nomination meant the world to me, and was confirmation of the positive influence our team's efforts have had on shaping a culture that embraces these values wholeheartedly.
Personal and Professional Growth
This role greatly expanded my technical skills in Figma and design system management, and prepared me for future challenges and innovations both inside and outside of Zempler. As I continue in my career, I’m eager to keep honing these skills and exploring new ways to further enrich customer experiences and operational efficacy, as well as design excellence.