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, gently 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.
