CASE STUDY
Carat
Growing Fiserv's enterprise brand
Spearheaded design for Fiserv's enterprise brand which offerings FinTech solutions to large enterprises.
I leveraged my startup experience to grow Carat fast, leading a variety of initiatives across this young brand. My two key areas of focus were shaping the brand to stand out in the market and crafting digital experiences that convert prospective clients.
25%
Increase in monthly site visitors YoY
16%
Revenue growth YoY
34%
Increase in brand awareness YoY
$200M+
Revenue from qualified leads generated
Bringing the site to life with animation
Animation in web design is a powerful storytelling tool that brings products to life by creating engaging and dynamic user experiences. It helps convey complex ideas and product features in a visually intuitive way, making it easier for users to understand functionality and value. LottieFiles were the main method of animation used across the site.
Where product design and marketing design meet
I believe the product experience does not begin at onboarding, but rather at the first touch points, when a client is first introduced to the brand in the marketing and sales funnels. I had the pleasure of working on the UI/UX for not only the Carat brand, but for it's key product, Control Center, as well. This allowed me to properly represent the product in early stages of the experience, pulling out key offerings to use in storytelling visuals and narratives to make complex technology easy to understand.
The Carat tone is...
Confident, but not cocky
Tech-Savvy, but not jargony
Innovative, but not nerdy
Direct, never vague
Inclusive, not elitist
3D Animation
3D animation and rendering was utilized to breathe life into brand elements. I brought my Cinema 4D skills to the table to create movement in the facet patterns and to ensure greater control of 3D assets when composting them into imagery.
Pattern evolution
Over time, the graphics evolved but always kept triangular elements true to the original assets. The most recent iterations align closer to Fiserv's line patterns yet distinct through it's usage of the triangular pattern.
Audience segmentation
Increasingly, the Carat client is the tech-forward, sophisticated enterprise buyer who leads the business of digital commerce, marketing and client experience. Clients are seeking partners who emphasize digital technology and consumer experience, with financial services often a secondary expertise.
The Carat marketing funnel experience changes based on the audience persona influenced by company type, role within the company, and more.
Decision Influencers
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Procurement
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CFO
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Treasurers
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Developers
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Solution Architects
Decision Makers
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CDO
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CTO
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CMO
ABM Display Ads
I designed and coded animated display ads for Top of Funnel, Middle Funnel, and Bottom of Funnel across various Carat campaigns.
300+ Ads created
Email Design
I radically transformed the design and performance of email marketing. I created a responsive design system in Figma utilizing Emailify and produced templated layouts built to increase click through rates. The key is to provide short and concise information with clear visual hierarchy and storytelling.
Shaping the brand
I guided the brand's evolution over years at Fiserv to properly position it in the market against key competitors. The carat brand was formed to give Carat agile separation and juxtaposition from the Fiserv brand, giving it an innovative edge while still leveraging the Fiserv brand backing.
150+ Components
400k/yr
saved with the new figma and emailify process
80%
Increase in click-through rates
Facet Patterns
Carat was given a graphic element and texture to brand marketing materials. These assets were inspired by the origin of the Carat name, the diamond. With interconnecting shapes and facets, the patterns convey an interconnected world of commerce.