Pride Microsite
Positioning our brand as an advocate.
Role
UX Content Strategist
Industry
Fintech
Duration
Feb - May 2024
Identify the ask
The goal was to promote brand and category recognition (as a bank) and to capture emails of prospective customers. QR codes at the company-sponsored pride events were the principal entry points to the website.
Problem to solve
To introduce the brand as an advocate for the queer and trans community by giving a platform to social resources and offering financial solutions. I wanted to showcase the work done by community leaders to educate allies and support queer folk. I wanted to demonstrate how our financial products can empower users to reach their goals.
Who we designed for
Three primary user groups:
Queer and trans folk who want financial products and info that was relevant to their experiences.
Non-queer family members and other allies who want to educate themselves on topics and culture in the LGBTQ+ community.
Prospective customers who want to understand how our company supports the LGBTQ+ community, potentially to determine whether they want to bank with us.
External research
Most competitors' pride pages focused on the company's commitments and contributions to LGBTQ+ organizations, but provided few financial or social resources for the user. To differentiate the brand, I provided audience-targeted financial resources and put a spotlight on leaders in the LGBTQ+ community.
I complied resources from external LGBTQ+ organizations to build the site as a practical resource hub. Citing non-profits, educational institutions, and advocacy groups, I provided references for queer and straight users alike.
Ideating information architecture
Strategy
Tone and positioning
I leveraged playful content to reduce user apprehension to potentially sensitive topics. The key tones throughout the experience are supportive, empowering, and celebratory. I positioned the brand as solely the financial expert, while distinguishing community leaders as experts in LGBTQ+ issues.
Information architecture
I organized the site into financial, social, and company information so that it could function as a hub for our range of users.
The LGBTQ+ Money Matters page focused on resources that address the financial obstacles more common in the LGBTQ+ community. Drawing on personal success stories, I aimed to inspire queer and trans users and reduce their financial anxiety.
To educate straight users on LGBTQ+ topics and provide support to our queer audience, I elevated the voices of community leaders by gathering knowledge articles and resources on the ABCs of Allyship page.
The Our Commitment page highlights company policies, partnerships, and initiatives that empower queer and trans people both inside and out of the company.