Breaking the flow up into two phases achieves two important things:
It rewards the user early on in their experience. At the end of the first phase, they're presented with a summary of what they've completed - real information, their information. They can attach to what's in front of them, and so we ask for their name and email to save their progress if they'd like to continue. We've established a valued checkpoint for the user, and a contact point for Yard.
This flow also gives the user flexibility in their decision making. This checkpoint prompts them to consider their commitment to the application, hence the request for some personal details. Rather than slipping them into a lengthy application they're not ready to do and quit halfway in, they get some value from what they've done, and can stop if they like to.
BRAND & WEBSITE
A message of transparency, optimism and guarantee of a quality product
Through workshops with the Yard team and lots of exploration, we settled on a brand that’s honest, friendly and intelligent.
We wanted Yard to appear capable of handling the complexities of this journey, but also assure the user it would be transparent and fair, that any bit of stress was not needed.
The project was rounded out with a website that showcased the core elements of Yard, which I did with my classic take on websites - minimal, modern and filled with simple storytelling that just makes sense.