Dec 4, 2023
CRED Artemis, user's sentiments on CRED design
Explore user's sentiments on CRED design, the darling of internet discussion.
Artemis is a user research project trying to explore the sentiments of users on CRED design, which was built on intuition, data and emotions; love, shock & awe.
Background:
When you take two mutually exclusive concepts together and combine it, it creates a new hybrid. It looks different because it performs differently.
CRED, lifestyle fintech app.
CRED is largely known for it’s design boldness, it’s trendiness, and it being visually delightful across the industry and also for it’s customers; majorly in the design fraternity.
We have seen that a lot of both our members and non-members, having a strong POV on CRED design; the way it looks and the way it functions. CRED being a lifestyle fintech app with a wide variety of products ranging from bill payments to e-commerce, from personal lending to P2P lending, from being playfully rewarding to being financially trustworthy, it has it all.
With a product this wide, it’s design is the heart and soul of the business, internally within the organisation and externally for the members. CRED has been around for over 5 years now, we have received orthogonal view of the industry towards it’s design choices. The belief which is playing here is “what is unique, always will get talked about”.
However, at a scale where we are now, it is becomes important for the brand to have a filtered image in the ecosystem for the goods it has to offer, and take the stand for the choices. We are definitely not trying to fit in, but be more reasonable about why we do what we do.
The research findings left us thinking;
how can innovation and enhanced experiences harmonise with a smoother learning curve?
Consistency is appreciated by individuals because it cultivates trust. When alterations are introduced excessively, a sense of betrayal can arise.how can we magnify the admired aspects of CRED like its ‘membership’, to create a more resonant impact?
CRED users cherish the exclusive club membership, and integrating this perspective into decisions can consistently cultivate their sense of individuality.How to ensure that separate interaction models for monthly and daily transaction users within the same product are thoughtfully designed and helping maintain a cohesive user experience.
Thanks Shivani for help summarising the findings.