What an InCREDible design can do for your startup.
Why your startup needs to invest in a design team.
CRED, the credit card payment-rewards app trends on Twitter (I mean X, sorry Elon) at least once every month for one of two things — either the tendentious takes by its founder Kunal Shah or the inCREDible design style that makes the fintech platform arguably the most unique in the industry.
Most recently, it’s the second one - the startup just launched the highly elusive ‘CRED Money’ about a week back, a payment solution that will allow users to manage their finances on one platform. And people online are going crazy about its design more than anything else. Not to mention it’s a great (!) reality check about your spending habits:
In this newsletter:
The CRED Difference
Why Design Matters for Startups: First impressions matter.
Building Your Design Team
This isn’t the first time it has stood out with it’s designs. Design has always been a priority for the startup and it’s no secret - CRED’s design philosophy is like no other. Take it from Harish Sivaramakrishnan, Head of Design at CRED (also the lead vocalist at a Carnatic progressive rock band?!?!) himself:
By introducing a super-efficient design system, CRED transformed the daunting task of scrutinising credit card statements into a breeze. This system, combined with their innovative use of Neumorphism, a design style that employs subtle shadows and gradients to create a three-dimensional effect without relying on real-world imitations, gave CRED a distinct visual edge.
And it clearly worked for them. By just 2021, the company had onboarded over 5.9 million users and processed about 20% of all credit card bill payments in India.
In today's digital age, design isn't just a cherry on top; it's the core of a successful startup. Let's delve into why and how, taking cues from CRED. Here’s why your startup needs to invest in a design team - and not look at it as an expense.
The CRED Difference
If you’ve been living under a rock, here’s some backstory to CRED: The Bengaluru-based fintech startup was founded back in 2018 by Kunal Shah, an investor, and serial entrepreneur based in India. Once a mere credit card bill payment app, it has skyrocketed to a valuation of billions.
As with most startups, it all started with a problem: Shah founded CRED to address the lack of transparency and fairness in India's financial system. After selling his first venture, FreeCharge, he noticed that in developed countries, trustworthy individuals were consistently rewarded by the system. However, in India, even creditworthy individuals often faced hidden charges and high costs for minor errors in credit payments. CRED was created to reward and celebrate those who manage their credit responsibly. The platform aims to help users reduce costs, obtain better financial deals, and encourage transparency. By building a community of trustworthy individuals, CRED seeks to promote a culture of financial responsibility and trustworthiness in India. This was the foundation upon which they built a design-centric solution.
Quick side note: Neumorphism is a modern take on Skeuomorphism. While Skeuomorphism involves mimicking real-world objects in digital designs (think of the clock icon resembling an actual clock on your phone; or the recycle bin on your Windows being an actual trash can), Neumorphism focuses on creating depth and dimension through subtle lighting effects. CRED's adoption of Neumorphism was a bold move that resulted in a fresh, minimalist, and user-friendly interface. See the extruding buttons on the top right? When you press them - they exhibit a tactile response, mimicking the sensation of pressing bubble wrap. This design choice is rooted in psychology, the act of popping bubble wrap is often associated with stress relief. By incorporating this element, CRED taps into a user’s desire for a calming and satisfying experience, enhancing overall app engagement. (This is why design is important!!)
Minimalism is Maximalism
From day one, their design has played a crucial role in the platform’s success. Their philosophy is straightforward: 'less is more'. By stripping away clutter, they've created a space that's both visually appealing and highly functional. As Kunal Shah himself says, "Beautiful things last.”
CRED doesn't just solve a problem; it creates an experience. Every interaction, from the smooth animations to the rewarding point system, is designed to evoke joy and satisfaction. Remember, users don't just use products, they form emotional bonds with them.
And their design team is so passionate about their art that it reflects even through the screen; just researching for this newsletter edition sent me down a rabbit hole of their design philosophies. CRED's commitment to design excellence goes beyond the user interface. Two years ago, they open-sourced their design framework, NeoPOP, allowing developers around the world to contribute and improve it. This collaborative approach not only fosters innovation but also ensures NeoPOP remains beautiful, functional, and up-to-date. It's a prime example of how CRED leverages design thinking to create solutions that benefit both users and developers.
Why Design Matters for Startups
First Impressions Matter
Design is your startup's first conversation with the user. It’s like the storefront of a physical store; if it looks inviting, people are more likely to step inside.
Building Brand Loyalty
A strong design language is more than just aesthetics; it's a powerful branding tool. When users have a positive experience with your design, they start to associate those positive feelings with your brand.
Competitive Edge
Design can be your secret weapon. By offering a superior user experience through exceptional design, you can differentiate your product from competitors. CRED transformed a mundane task - paying credit card bills - into an enjoyable experience, a feat many competitors overlooked. Design allowed them to carve a unique niche.
Driving User Engagement
Beyond initial attraction, design plays a crucial role in keeping users engaged. A well-designed interface encourages exploration and interaction. Let us all agree that just being on the CRED rewards page is enough to give you that dopamine rush :)
Increasing Conversion Rates
Ultimately, the goal of any business is to convert users into customers. Design can significantly impact conversion rates. A clear call-to-action, strategically placed and visually appealing, can encourage users to take the desired action, whether it's making a purchase, signing up for a newsletter, or downloading an app.
By investing in design, startups can not only enhance user experience but also drive business growth.
Building Your Design Team
A world-class product demands a world-class design team. Here’s how you can build one:
Hire for Passion and Skill
Design is more than just aesthetics; it's about solving problems and creating intuitive experiences. Seek designers who are passionate about crafting exceptional user journeys. Look for a blend of creativity, technical proficiency, and a deep understanding of user psychology.
Embrace Design Thinking
Design thinking puts the user at the center of the design process. By understanding user needs and pain points, your team can create solutions that truly resonate. Encourage a mindset of empathy, ideation, prototyping, and testing.
Invest in Continuous Learning
The design landscape is constantly evolving. Support your team's growth by providing opportunities for learning and development. Attend design conferences, workshops, and online courses to stay updated on the latest trends and best practices.
Need help building your design dream team? MetaMorph can help you find top-tier tech talent, including experienced designers, to help you create exceptional products. Let's discuss your design needs and explore how we can collaborate.
Get in touch: pranisha@metamorph.work
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