// INTERACTIVE DESIGN //

GENERATIONAL LENDING

Interactive piece looking at younger Gen Y) and older generations (Gen X, Boomer and Silent) and how their banking behaviors have looked during COVID and some indicators of what will be like after.

Overall Marketing Objective: Create content that positions Kasasa as a trusted thought leader and partner. This engagement leads to increase sales engagement and client loyalty. This piece was centered around 6 generations with an emphasis on lending but still talks to the deposit side (spending/saving/investment) and how it correlates to lending trends. The trends and data in this piece were focused around COVID. 


Role: Lead Designer, UX designer

Contributions: 
-Led conversations around design to art director, copywriters and stakeholders (B2B marketing team)

-continued to maintain and make revisions alongside copywriter and stakeholders

view live site here:  

https://www.kasasa.com/exchange/how-each-generation-handles-their-finances

PROCESS

Research and sketches:

Initially, we wanted to repurpose some data we had from 2019 for an in-person event that got canceled due to COVID. A lot of that data was centered around the profiles of different generations so my initial sketch had the generational data and the personas/personal data seperated. 

After some discussion with the team, we pivoted the design to be more focused on the generational stats and less on the persona/profile of the individual. 

There was still plenty of data around specific individuals from each generation that we were able to repurpose so we included another profile that gives more color to each generation. 

Design decisions / visual identity:

The characters of this piece were meant to stay consistent with one of Kasasa's blog pieces on generations that featured some illustrations created by another designer:
https://www.kasasa.com/exchange/articles/generations/gen-x-gen-y-gen-z


This blog generates tons of organic traffic - we wanted to capitalize on this and create more content that would stay consistent with the visuals across all our pieces that discussed the same topics.

This piece used some of Kasasa's new branding / brand colors.

Features: 

Color-coded tabs to indicate which group is being featured.

Once clicked on the target profile slides over and the data is revealed to the right.

Personal data is split to the left of the tab group, a second profile can be revealed when clicking on the "profile #2" card.