The 'Emotion' concept intended to capture the real people behind the product uses, resonating with the user and nurturing empathy and diversity. The brand 'squirkle' shape with rounded corners was used as a consistent UI element in many modules across both options to achieve a cohesive visual language.
The 'Action' concept was intended to be more functional and product focused. Elements were taken from the existing Experian design system utilizing iconography, mobile on-screen product examples and more video content showcasing product demo's.
 Module interactions were created to work on page scroll using the Anima plugin, drawing the users attention to new content as this becomes visible.
As was envisaged, Experian stakeholders signed off a mix of both emotion and action, achieving a balance as a basis for design system additions.
The card hover effect on all card module variations was also prototyped in the Anima plugin. The whole card is clickable on all devices, maximising the click/touch area as opposed to CTA only.
Back to Top