LendingTree Spring
To adapt to evolving macroeconomic trends, LendingTree saw the need to transform its customer engagement strategy. The previous transactional approach did not encourage customers to return unless they needed another loan. The challenge was to develop a platform that provided a personalized and highly engaging experience, making customers feel valued rather than just another statistic. After extensive research and iterative testing, the vision for the new platform, 'Spring', was brought to life.
Awards
28th Annual Webby Awards People’s Voice - Honoree
- view the presentation
LendingTree Spring
To adapt to evolving macroeconomic trends, LendingTree saw the need to transform its customer engagement strategy. The previous transactional approach did not encourage customers to return unless they needed another loan. The challenge was to develop a platform that provided a personalized and highly engaging experience, making customers feel valued rather than just another statistic. After extensive research and iterative testing, the vision for the new platform, 'Spring', was brought to life.
Awards
28th Annual Webby Awards People’s Voice - Honoree
- view the presentation
OVERVIEW
Spring is more than a platform; it's an experience designed to infuse energy, optimism, and empowerment into the financial journey of LendingTree's customers. At its core, Spring is guided by a dynamic 'living line' that serves as a constant companion, directing members towards personalized insights and tailored actions to enhance and address their credit standing.
OVERVIEW
Spring is more than a platform; it's an experience designed to infuse energy, optimism, and empowerment into the financial journey of LendingTree's customers. At its core, Spring is guided by a dynamic 'living line' that serves as a constant companion, directing members towards personalized insights and tailored actions to enhance and address their credit standing.
PERSONALIZED GUIDANCE
We discovered that while credit plays a significant—though often divisive—role in people’s lives, credit scores alone fail to provide a complete picture of their financial journey. A more comprehensive, human-centered approach was needed to truly understand individuals, considering their unique circumstances, mindsets, and behaviors. We knew they didn't want an advisor; they wanted a supportive ally to educate and empower them to make their own informed financial decisions.The Living Line embodies our brand character, guiding members through their journey to ensure they feel supported, motivated, and empowered to achieve financial progress. Purposeful, confident, and charming, the Living Line enhances the user experience, appearing at crucial moments to offer insights and clarity. It's our method of guiding members step by step. At the core of the Spring experience are personalized recommendation cards, providing tailored insights and next steps for each member, forming the foundation of their financial journey.
PERSONALIZED GUIDANCE
We discovered that while credit plays a significant—though often divisive—role in people’s lives, credit scores alone fail to provide a complete picture of their financial journey. A more comprehensive, human-centered approach was needed to truly understand individuals, considering their unique circumstances, mindsets, and behaviors. We knew they didn't want an advisor; they wanted a supportive ally to educate and empower them to make their own informed financial decisions.The Living Line embodies our brand character, guiding members through their journey to ensure they feel supported, motivated, and empowered to achieve financial progress. Purposeful, confident, and charming, the Living Line enhances the user experience, appearing at crucial moments to offer insights and clarity. It's our method of guiding members step by step. At the core of the Spring experience are personalized recommendation cards, providing tailored insights and next steps for each member, forming the foundation of their financial journey.
DEMYTIFYING FINANCIAL CONCEPTS
Spring tackles the complexity of lending concepts by translating them into human terms, making the financial world more accessible and less intimidating. The platform is designed to demystify the often confusing and opaque world of personal finance, ensuring that users can navigate their financial decisions with confidence. It breaks down intricate financial jargon into clear, straightforward language and uses intuitive visual aids to enhance understanding. This user-centric approach not only fosters a deeper understanding of lending concepts but also empowers users to take control of their financial futures with greater confidence and assurance.
DEMYTIFYING FINANCIAL CONCEPTS
Spring tackles the complexity of lending concepts by translating them into human terms, making the financial world more accessible and less intimidating. The platform is designed to demystify the often confusing and opaque world of personal finance, ensuring that users can navigate their financial decisions with confidence. It breaks down intricate financial jargon into clear, straightforward language and uses intuitive visual aids to enhance understanding. This user-centric approach not only fosters a deeper understanding of lending concepts but also empowers users to take control of their financial futures with greater confidence and assurance.
THE LOGO
Spring is an extension of the LendingTree brand, and as such, it required a logo that aligned with the established branding while also standing out on its own. The logo design was rooted in four key pillars:
Emphasizes the optimistic spirit of progress toward reaching financial goals
Captures the energy and movement of the name—both noun and verb
Underscores the ease and simplicity offered in the experience
Builds on the confidence and legacy of the master brand
At every step in the logo creation process, we meticulously considered how to incorporate the energy of the Living Line. Animated concepts were developed for every client presentation, ensuring that the dynamic essence of the Living Line was effectively conveyed.
THE LOGO
Spring is an extension of the LendingTree brand, and as such, it required a logo that aligned with the established branding while also standing out on its own. The logo design was rooted in four key pillars:
Emphasizes the optimistic spirit of progress toward reaching financial goals
Captures the energy and movement of the name—both noun and verb
Underscores the ease and simplicity offered in the experience
Builds on the confidence and legacy of the master brand
At every step in the logo creation process, we meticulously considered how to incorporate the energy of the Living Line. Animated concepts were developed for every client presentation, ensuring that the dynamic essence of the Living Line was effectively conveyed.
UI OF DATA VISUALIZATION
The energy and vibrancy of Spring extend beyond the 'living line' into features such as data visualization. Elements are designed following the ‘living line’ style, incorporating fluid animations and dynamic transitions that make complex financial data more engaging and easier to understand. Charts and graphs come alive with elements that highlight key information, allowing users to explore their financial data intuitively. This approach not only enhances the visual appeal but also ensures that users can quickly grasp insights and trends, making their financial journey both informative and enjoyable.
UI OF DATA VISUALIZATION
The energy and vibrancy of Spring extend beyond the 'living line' into features such as data visualization. Elements are designed following the ‘living line’ style, incorporating fluid animations and dynamic transitions that make complex financial data more engaging and easier to understand. Charts and graphs come alive with elements that highlight key information, allowing users to explore their financial data intuitively. This approach not only enhances the visual appeal but also ensures that users can quickly grasp insights and trends, making their financial journey both informative and enjoyable.
DESIGN SYSTEM
The Spring visual system evolved from LendingTree’s core brand, enriched with a fresh palette of lush, vibrant colors and the dynamic aesthetic of the Living Line, inspiring everything from infographics to illustrations. Collaborating closely with LendingTree’s design team, the project resulted in robust guidelines and comprehensive component libraries. These resources were meticulously crafted to ensure they were ready for immediate implementation and deployment, allowing for a seamless transition and consistent brand experience across all touchpoints. The enhanced visual system not only maintained brand cohesion but also brought a new level of energy and engagement to the user interface.
DESIGN SYSTEM
The Spring visual system evolved from LendingTree’s core brand, enriched with a fresh palette of lush, vibrant colors and the dynamic aesthetic of the Living Line, inspiring everything from infographics to illustrations. Collaborating closely with LendingTree’s design team, the project resulted in robust guidelines and comprehensive component libraries. These resources were meticulously crafted to ensure they were ready for immediate implementation and deployment, allowing for a seamless transition and consistent brand experience across all touchpoints. The enhanced visual system not only maintained brand cohesion but also brought a new level of energy and engagement to the user interface.
