2020
Tenure
Tenure's conversion rate had fallen to a record low after a brand refresh. The mobile app needed a clean facelift to present a more professional and simplistic look while maintaining brand identitiy.
Problem
Tenure's conversion rate had fallen to a record low after a brand refresh. The mobile app needed a clean facelift to present a more professional and simplistic look while maintaining brand identitiy.
Project goals
1.
Refresh the mobile and web UI to reflect the new style guide within 2 weeks.
2.
Resolve UX and navigation issues to create a seamless user journey.
3.
Increase platform conversion rates by at least 5% post-launch.
Before & After
After several rounds of user interviews a simplified version emerged. Using colors based on the brand colors we opted for a soft pastel color for background panels while keeping the overall design centered around the brand guide. I opted for larger button containers at 40x40px to maintain a strong accessibility to key components and reduced the navigation bar height to reduce any element collisions.
Results
The redesigned Tenure platform strengthened the brand’s market position and delivered a measurable uplift in user engagement. Improved navigation and a polished interface contributed to increased user satisfaction and confidence in managing financial goals. The streamlined experience helped drive conversions, supporting Tenure’s growth objectives. Early user feedback signaled renewed trust and enthusiasm from both employers and employees.
Increase in conversion rates by 6%
18% higher user engagement
Expanded service module
30% more Users
