Brand & Web Redesign

TipTree.io

TipTree.io is a company that offers subscriptions to a platform for both musicians and booking agents that enables agents to post gigs available and musicians to apply to available gigs. They lacked a brand direction and the usability of their product was poor. Here you'll see the branding and website redesign. The dashboard is located on my User Interface Portfolio.

Old Brand

Lacked Unity:

The original brand had a logo with handwritten script that wasn't legible and didn't fit their audience.
They utilized red, yellow, black and blue as their colors. This felt all over the place and created a disconnect with their audience.
The record in the logo was a fun idea that would relate to the audience, but it was too thin to really make an impact and be seen.
The typography wasn't consistent. They used a script in their logo, bold sans serif as their headings, and a serif as their paragraphs.
Overall, the brand lacked direction.

Brand Upgrade

Meet TipTree.io

Rather than having a plethora of colors plaguing this design, I focused on the stark contrast with yellow, black, and a steel grey.
I chose yellow as their main brand as it really brightened up the brand and brought a lot of joy. For many, music brings joy so this choice made sense.
I ditched the script font and went for a bold font for their logo that felt continuous without it being a script. This font improved readability and was eye-catching for use on their marketing collateral.
I integrated a bolder look for the vinyl record and placed that within their primary logo as the "o". This immediately signified that this brand targets those in the music industry.
The bright yellow circle is used throughout their brand. This represents sunshine and energy and really made their brand hop off the page.
The overall voice of this brand is casual with a bit of industry humor. It speaks to the pains in the industry and the difficulties musicians face when trying to book a gig or up their tips.

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This brand is bright and speaks to the appropriate audiences and has made an impact on the music industry in Minnesota. They are hoping to launch nationwide.

Old Site Design

User Flow & UX Experience Issues:

The original site gave little to no information in their above the fold.
It was also difficult to read with the dark text against a stark, dark red background.
Their brand was all over the place - it lacked unity which caused chaos on their website and contributed to their high bounce rate.

Upgraded Site Design

UX & UI At Play:

After completing the brand redesign, the site design already felt less cluttered after implementing the brand changes.
I swapped the image of the phone out and opted for yellow circular background with a smiling musician being featured. This brought more personality to the brand and showed our target audience immediately: musicians.
By adding the blurb in about converting audiences into fans, we immediately demonstrate the value. Musicians are constantly looking for ways to reach new fans and this service, can help with that and more.
Next, I added three big call outs that really spoke to this audience: tip collection, email marketing lists, and connecting with fans. These are quick and easy to read and entice users to scroll to learn more.
The next section went further in depth and showcased the platform on a phone.
This improvement in their site design and UX increased their overall conversion by 22.6% within two weeks.

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By implementing a user strategy and focusing on how to convey TipTree's value to their target audience, we were able to achieve a spike in conversions within 2 weeks of launching their A/B test: my design improved conversion by 22.6%. This lead to me redesigning their application dashboard and their mobile fan funnel.