Defining the experience of a unique, pioneering company
Different firstly because it would sell North American financial assets to Brazilians. This had not yet been done online at scale. It was the preserve of a few private banking clients.
Different because it should avoid market clichés. No black background, complex language, look of a brokerage.
Different because in addition to investing, the client could transfer money to other countries online.
In summary: we had to convey peace of mind, security, reliability. Show the more conservative investor, the fixed income and big bank client, that Avenue could be for them.
What we did
Product strategy
Information architecture
Benchmarks
Interface design
Micro interactions
Prototyping
.png)
Avenue was a blank sheet at this moment. Just a logo and an idea. We worked on a simple, clean experience. Only the necessary elements on the screen. A color palette based on blue and white. Very different from the competition. Evoking calm and serenity.
Having found the tone, the task was to minimize the complexity of the money transfer, asset purchase and dashboard screens. Difficult. But not impossible.
.png)
In a few months of intense exchange and production the Avenue experience was born, followed by the design. A gratifying project that defined the experience of a company that has had an amazing trajectory.
.png)
.png)
.jpg)
.svg)