When a long-time dealer side financing company wanted to create a consumer-facing refinancing company, they saw an opportunity to create their own voice to connect with consumers and create a brand that was a new competitor in the auto refinancing space. RateWorks, called upon Lama to help them create a clear positioning strategy, develop their brand identity, and build a website based on data-driven insights.

RateWorks

Year

2021-23

Client

RateWorks

Duration

Ongoing

Services

Brand Identity, Website Design

Project Overview

RateWorks was founded by Foursight Capital, a company that focuses on car financing indirectly through auto dealerships. Foursight saw an opportunity to connect with car buyers and serve them further in their lifecycles with refinancing options. RateWorks launched as an online auto refinance company throughout several states nationwide. After launching their product to a smaller marketplace RateWorks called upon LAMA to help them create a clear positioning strategy, develop their brand identity, and build a website based on data-driven insights.

Our Approach

Through initial research, which included meeting with RateWorks stakeholders, competitive analysis, marketing collateral assessment, and an SEO audit, we created an outline of what could become a minimum viable product (MVP) for RateWorks. The LAMA team identified that two of the main competitive advantages were that the user could select their own rate from a series of options and the user could complete the entire application online.

Project Goals

Create a website that could support a new brand identity

Host RateWorks external application

Have strong core vitals that could support SEO growth

Website MVP

Phase 1

Our approach was to create an MVP that used legacy marketing collateral as an inspiration to develop new creative expressions. Additionally, this MVP needed to support the application, act as a bed for user testing, and start to gain SEO value.

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Style Guide

Our style guide display brand's visual elements, from logo usage and color palettes to typography and imagery guidelines. It establishes a baseline for brand identity allowing us to create and communicate in alignment with the brand's essence.

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User Testing

Phase 2

Through a series of A/B tests as well as UX testing we were able to improve the website’s user experience through data driven insights. Items included in this test included but were not limited to: button language, personalized state language, imagery vs illustration, etc.

Landing page testing

We created variant landing pages and tested different elements such as headlines, images, and layouts. We then measured performance data by tracking click-through rates and engagement.

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Wireframes

After testing, we developed new wireframes to guide the user through a seamless and intuitive online experience. This serves as the foundation for our user-centric platform.

Website Deployment

Phase 3

Using our user data insights we built out additional elements of the website to include content, user resources, and user testimonials. We also improved upon the brand based on which designs better resonated with our target audience creating a full web experience for RateWorks.