Banking: Belfius Branding design - Rebel

Context  

Belfius Rebel is a pioneering investment app designed by Belfius to empower a new generation of investors by making the world of investment accessible, engaging, and aligned with contemporary user expectations. As a brand expert and lead UX designer on the project, my role was to bring the Belfius brand’s values of trust, empowerment, and innovation to life within an intuitive app that resonates with users new to investing.

A close collaboration

From the project’s inception, we worked closely with Belfius product managers, marketing experts, and financial advisors to define a fresh and appealing approach to investment. Our goal was to create a digital experience that demystifies investment, simplifies user interactions, and presents a trustworthy yet dynamic brand identity.
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• Interdepartmental Workshops: Engaged in collaborative sessions to align app features with brand goals, user expectations, and the innovative spirit of Belfius.
• Feedback Loops: Established continuous feedback channels with stakeholders to refine the app’s design at each stage, ensuring it met both business and user needs.

We make your design thinking

Utilizing Design Thinking as a core methodology, we developed a user-centric app that aligns with the modern, digital lifestyle of our target audience. The design process included:
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• Empathize: Conducted in-depth user research with potential young investors to understand their goals, fears, and motivations around investment.
• Define: Identified core needs such as simplicity, transparency, and educational support, which informed the Rebel app’s key features and user flows.
• Ideate: Generated creative solutions for onboarding, educational modules, and investment interactions that would encourage engagement without overwhelming new investors. • Prototype: Created interactive prototypes to test the app’s design, navigation, and content clarity, ensuring accessibility and usability at every step.
• Test: Collected user feedback through rounds of testing to iterate and improve the user journey, focusing on enhancing empowerment within the investment process.

Outcome and Impact

The Belfius Rebel app successfully launched as an innovative tool for a new generation of investors, achieving positive engagement and onboarding rates from young, first-time investors. The app:

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• Enhanced Brand Perception: Positioned Belfius as an accessible, forward-thinking financial partner, attractive to younger audiences.
• Increased User Confidence: Users reported feeling more confident in making investment decisions due to the app’s user-friendly interface and educational resources.
• Boosted Engagement: The Rebel app’s interactive learning and personalized insights significantly increased user engagement, with many users actively  investing in portfolios.


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Role: Lead Brand Expert and UX Designer

Role: Lead Brand Expert and UX Designer for the Belfius Rebel App
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In my role as Lead Brand Expert and UX Designer, I played a strategic part in shaping the Belfius Rebel App to resonate with young, first-time investors. By aligning design with brand values—trust, empowerment, and innovation—I created a user experience that demystified investing and encouraged engagement.
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Key Contributions and Impact
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1. Brand Vision Translation: I embedded Belfius’s core values into every interaction, creating a cohesive brand experience that built trust with users.
2. Empathy-Driven Research: Led user research to identify pain points and needs, which informed a user-centered design that simplified complex investment concepts, making them approachable for beginners.
3. Educational, Interactive Modules: Developed learning features within the app, empowering users to make informed decisions, boosting engagement and confidence.
4. Streamlined Onboarding: Designed a smooth onboarding process, reducing friction and increasing sign-ups by making it easy for users to get started quickly.
5. Data-Driven Iteration: Conducted testing and analytics to refine the app based on user feedback, ensuring usability and satisfaction while maintaining brand integrity.
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Outcomes
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• Enhanced Brand Perception: Positioned Belfius as an innovative, trustworthy partner for young investors.
• Increased Engagement and Retention: The personalized, intuitive design kept users returning, building long-term loyalty.
• Scalable Framework: Created a modular design system, allowing for future app growth and feature additions aligned with evolving user needs.
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Case Study: Build a B2B App for Komon

Context  

Komon is a digital service specializing in the management of professional expenses, in particular for business travel expenses. For their customers, it offers an automated fee calculation via the Google calendar. This growing company asked us for UI/UX support in setting up their SaaS. Initially, a version dedicated to companies must be built, a B2b tool allowing the other company to have a greatly simplified management of mobility costs.

A close collaboration

With the client, we have been led in this project to define from the beginning the best way to give life to their business ambitions. We build all the visuals of the services while providing a service to the implementation of the means of customer accisitions, in this case a tailor-made marketing service. In a structured and agile approach we start by identifying the customer's need in relation to the service that the company for which we work has offered him.

Our job is to make the use of the service by the customer clear and limpid while representing these services in the most trendy design, while keeping the existing identity of a brand if needed.

We make your design thinking

After getting to know and understanding the needs of our collaborator. We have offered a service that is as close as possible to the needs of the customers we are targeting. In order for us to better understand your business and your customer's needs, we carry out user research within your ecosystem. This comprehensive research is synthesized from 'Design Thinking'. We must understand you and know your customers even better in order to offer you the best possible service.

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Let's design a Saas

What is SaaS? Software as a service (or SaaS) is a way of delivering applications over the Internet—as a service. Instead of installing and maintaining software, you simply access it via the Internet, freeing yourself from complex software and hardware management.
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After having carried out a complete analysis of the business and understood the user need, we begin the design of the Saas. We make a skeleton of the site. After that we carry out the onbaoding on the administrator side and on the user side. Menus and features, access to data, everything is thought out so that Komon can have the tool of their dreams with a UI design that people love.
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Our construction is based on the customer's need, it is scalable, agile, it enters into a work of close collaboration with all the actors of the project, in particular the developers. We provide them with all the visual architecture and assets of the Saas program in consrtuctions.

ClickFunnel

As Komon is a small company, marketing support is required of us, so we implement the strategy of mail accision and sales via the ClickFunnel tool.
In collaboration with Komon and our Copyrighters, we develop the emails that customers receive, sometimes for commercial purposes or for information. Mail and Pdf are written and formatted according to our product sold and our marketing plan. These are Clickfunnel's statistical tools that show us the way forward in marketing.

Let’s talk.

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