Deferit
Redesign Website to Campaign for Deferit
- Website
- Motion Design
- Illustration
- Social Ads
Overview
Deferit empowers users to pay bills on their own terms by splitting payments into four interest-free instalments. As the brand prepared to scale across the US and global markets, it required a robust, cross-platform visual language to build consumer trust and differentiate itself to new audiences.
Key Results
- 300k+New sign-ups in US
- 74%Retention rate
- $200M+Bills managed
Role
Team
Timeline
PROBLEM
Limitations of a localised identity and website
After scaling to over 500,000 active users in Australia, Deferit required a strategic plan to expand into the US market. However, the original brand identity and website structure lacked the scalability needed for global growth. The US market demanded distinct messaging, different product features, and unique compliance language that a single localised site could not support.
THE GOAL
A scalable global design system and flexible website architecture
Establish a scalable global design system and flexible website architecture to support our US launch. This requires updating our visual identity, adapting content messaging for US audiences, and meeting local legal and data compliance standards.
BRAND IDENTITY
Typography and colour
I contributed to defining an accessible typography system and main colour palette for the website and app by testing colour combinations and typefaces in the digital product.
BRAND IDENTITY
Pill pattern
The pill pattern symbolises financial flow across various scenarios - quick, ease, and steady - reflecting how Deferit adapts to different financial needs.
BRAND IDENTITY
Imagery for website
I created website imagery blending structural pillar patterns with lifestyle photography — humanising Deferit as an accessible, approachable financial service.
BRAND IDENTITY
Micro-animations
Dynamic animated icon, micro-interaction to humanise the fintech experience across the website.
- Simplify a complicated financial features - such as splitting bills in four instalments - through short, clear animations
- Animated pill elements to dynamically showcase the bill types Deferit supports
WEBSITE
Wireframe
- Prioritised main pages - Home, About Us, and How it works
- Ideated design concepts and layout directions
- Collaborated with art director, and product manager
- Defined placement and hierarchy of content sections
WEBSITE
Ideation
- Conducted market research to build mood boards and visual references
- Prioritised critical sections - Hero, HIW, Bill types etc.
- Collaborated with brand designer on imagery and animation direction
WEBSITE
Prioritising orientation and trust signals
Trust above the fold by placing key proof points to reduces visitor skepticism, lowers bounce rates, and immediately proves credibility
- 500k users
- App store badge and ratings
- Review counts
WEBSITE
Feature-led navigation
The US site introduced a feature-led navigation — Credit Builder and Bill Savings became their own pages rather than buried in the homepage. Visitors self-navigate to the product most relevant to them, reducing drop-off from users who didn't see themselves in the core bill pay message.
Business impacts
After the v2 relaunch, Deferit reported measurable growth across every dimension — sign-ups, retention, and total bills managed.
300K
New sign-ups in US
74%
Retention rate
$200M+
Bills managed
FUTURE ITERATION
From system to screen to sign-up
Disclaimer: This strategic framework outlines a hypothetical motion campaign as a future iteration of the Deferit brand renewal — conceived independently to demonstrate how the established visual system could extend into paid acquisition.
The Core Hypothesis
The website established the visual system. This iteration extends it into acquisition — aligning motion design across social ads and sign-up flows to create a unified funnel that converts cold US audiences through seamless visual continuity.
Strategic Framework
Targeting cold US consumers with no prior awareness of Deferit, this framework uses a three-pillar motion strategy — Emotion, Education, Conversion — to build instant brand recall and drive sign-ups through end-to-end visual continuity between ad and landing page.
Emotion
Humanises fintech with fluid animations — replacing the anxiety of encountering an unknown financial product with the relief of flexibility and control.
Education
Communicates four financial promises — pay in 4, no interest, no late fees, simple subscription — through motion in under 10 seconds. A cold viewer understands the product before they reach the landing page.
Conversion
Mirrors the ad's visual language on the landing page exactly — same colours, same illustrations, same motion style — removing the jarring transition that causes drop-off in paid acquisition.
Social Ads - 10 sec
