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Tide is a UK-based digital bank that specialises in serving small businesses. It was founded in 2015 by George Bevis and Eileen Burbidge, and it quickly became one of the leading providers of business banking services in the UK.
While working with Wreel Agency, I led the UI design and Interaction design for the new Tide website. I focused on the new look and feel, building on the UX research and wireframing that had already been done by the team.
Design the new tide website making it both user-friendly and visually appealing that provides users with the information they need to make informed financial decisions. Create a site that stands out against the competition making it engaging and enjoyable to explore.
Creating unique interactions throughout the site encourages users to explore and makes the site more memorable, giving the brand more personality and engagement.
Giving users a simple, clear comparison table allows them to quickly see the benefits of banking with Tide.
Making the site feel human was one of the aims of the project, giving users a glimpse of how Tide are helping people and therefore how they can help them.
The Tide blog landing page does away with the traditional set of cards, instead it was designed to give users a flavour of what they offer from traditional articles, recordings, business guides and more. Allowing users to jump into different sections with ease.
Each template was designed in desktop, tablet, and mobile sizes. Creating breakpoint based Figma components made it easy to reuse and structure new pages.
The site was designed to encourage users to scroll and explore, delighting them with micro-interactions along the way. On-scroll animations made with Principle brought the site to life, pushing the design further to create a joyful experience.
The feature pages go into depth of how Tide can help make your life simpler as a small business. Creating variety within the cards and layout makes the page more digestable. Giving clear structure with colour and typography allows users to take in a lot of information in a manageable way.
Every element was designed for mobile giving users the same experinece across devices.
