Simplii – Student Banking Page
The Background
Simplii Financial, a digital bank, wanted to attract more students to their banking services. Research showed that students love the convenience and savings of no-fee digital banking—exactly what Simplii offers. But their content wasn’t speaking directly to them. They needed a fresh, engaging product page to help students discover the right banking tools for their needs.
Hypothesis
By creating a relevant landing page, around student banking, Simplii will see improvements in their organic search engine traffic for student-banking related keywords resulting in more signups from students. The page will be designed to provide important information that encourages students to sign up for an account and related services.
My Role
To create a landing page that’s user-focused, clear and intuitive, and aligned with Simplii’s financials branding. I was responsible for the overall strategy and developing the copy to engage, entice and excite this key audience.
Insights
Digital banking is on the rise, with an estimated 200 million users in 2020, projected to reach 216.8 million by 2025
A significant percentage of millennials (57%) and Gen Z (64%) hold accounts with nontraditional financial institutions like neobanks and fintech companies.
Simplii Financial was not ranking for high-traffic student banking-related keywords, resulting in missed revenue opportunities.
Student users struggled to locate relevant content about student banking on the site.
The Objective
To create a central spot for both Canadian and International students to learn about Simplii’s banking offers.
Steps and Approach
This project involved designing an entirely new page for Simplii, and I worked closely with our creative team to bring it to life, these are the steps I took:
What I Delivered
As the lead content designer, I was responsible for shaping the page’s narrative, selecting the right components, and determining the layout and section placement. The numbered elements in the design reflect my strategic approach to creating a cohesive and effective user experience.
The Results
“We now became a front-runner for student banking options in Canada.”
Big Impacts
We designed a new student banking page for Simplii Financial to better connect with students. By using simpler language, adjusting the tone, and making the sign-up process easier, we created a more engaging and user-friendly experience. As a result, more students understood the benefits and were able to sign up for an account.
Notable Improvements
Closed content gap by creating important new page: Simplii Student Banking
Increased audience reach by appealing to students
Generated new business for Simplii Financial
Provide better support for students and their banking needs
We maximized the use of existing components, and designed new ones to improve the page narrative
20
more clicks for open an account
13
growth in organic search traffic
21
reduction in calls to telephone banking agents
Beyond the Writing
End-To-End Experience
I led the content design from research to execution, collaborating with stakeholders and the creative team to craft a student-friendly narrative. Through careful planning and testing, I ensured the content was clear, engaging, and aligned with Simplii’s brand, guiding users seamlessly through the experience.
Constraints
The project had two main constraints. First, we had to incorporate frequent stakeholder feedback so the design and content aligned with business goals, which led to several revisions. Second, I needed to balance a fun, engaging tone with clear communication of the product benefits, ensuring the content appealed to students.