As part of feedback from both internal and external stakeholders, we identified the need to rebrand the FlexPay website to make it more clear that it was part of the SAP brand. To improve this disconnect and gain
more credibility, we decided to rehaul the current website and adapt more SAP brand assets. I worked alongside one other designer for this project, over the course of 3 weeks.
Since our solution was primarily sold to existing SAP customers and deeply integrated into existing SAP systems, we received a lot of feedback from account and sales teams that FlexPay should leverage the broader SAP brand more as it would help create credibility and drive sales. Based on the old website and design choices, customers weren't able to tell that FlexPay was part of the SAP family so we decided to update and adjust the FlexPay brand, starting with our website.
I went ahead and turned my sketches into some first designs in Figma. While I think it's the right direction, it has some issues as well. The icons are overpowering and, compared to the original designs, blend into the map a little too much and some of them, especially the lighter emojis, can be hard to see.
We delivered the new website in just 3 weeks and saw amazing results instantly. In the first couple of weeks, we generated multiple new leads in the form of website sign-ups and received positive feedback from our stakeholders. Comparing our old and new site, we had a 21% increase in unique users and sessions overall.