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Simplifying FinTech with a 2D Explainer Animation for CashFlow Junction

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The Challenge: Making Complex FinTech Feel Human

As CashFlow Junction came to us with their unique digital wallet / micro-loan application, they had experienced the usual FinTech sector challenge of complexity. Being as advanced and fierce as it was, the technology appealed to the potential users who were terrified by the very thought of it. Financial services were overly complex and technical, posing a significant barrier to adoption.

CashFlow Junction required a solution that would:

  • Decompression of their complicated financial process.
  • Earn the confidence of a layperson audience.
  • Promotional user acquisition via social media and their website.
  • In less than 90 seconds, describe their service.

Our Approach: Storytelling That Connects

The most critical success principle, as we thought, was the humanization of financial technology. We did not emphasize technical features but based our strategy on the emotional experience of the user and the real-life needs.

Phase 1: Collaborative Script Development

We started with a day-long workshop with the CashFlow Junction team. We dove deep into:

  • Knowing their brand voice/values.
  • Determining the agony of their target audience.
  • Mapping the user journey of discovery to transaction.

The result was a well-constructed story, which simplified the process of loans into three easy-to-understand, easy-to-identify steps:

  1. The Need: One of the characters is confronted with a minor unexpected cost.
  2. The Solution: The easy process of application in Discovering CashFlow Junction.
  3. The Relief: Get instant money and repay easily.

Phase 2: Visual Storytelling Design

With our narrative framework established, our design team created a visual language that reflected CashFlow Junction’s brand while being approachable and engaging:

  • Colour Palette: The brand colours should be consistent, but the use of warm, friendly colours should be incorporated.
  • Design of Character: Designed expressive and relatable characters that symbolized their wide range of users.
  • Visual Style: Simple, minimalist-based, clean, and vector-based illustrations.
  • Mock-ups Interface: Intuitive and attractive screens of the app.

Phase 3: Bringing the Story to Life

  • Fluid Transitions: Unbroken transitions between the scenes that took the viewers through the story.
  • Expressive Animation: Character actions that displayed feeling and individuality.
  • Kinetic Typography: Moving text that pointed out the main aspects and advantages.
  • Voiceover: It had a friendly, credible voice that was used to introduce the story.
  • Delicate Sound Design: Well-thought-out sound effects that contributed to the increased participation.
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    The Results: Tangible Business Impact.

    Introduction of the explainer video was the turning point of CashFlow Junction’s business growth:

    Immediate User Growth:

    •  Sign-ups of users to rise by 30 percent in the first month.
    •  An increased duration of time on their landing page.
    •   More video viewers turning into active users.

    Strategic Business Value:

    • Became an important investment pitch deck asset.
    • Had a significant role in raising seed capital.

     Used as the major marketing resource on all platforms.

    “Swift Animations turned our complicated idea into something that was easily comprehensible and people did like to watch it. The video not only described our product but it turned out to be our best sales asset, and it enabled us to raise the funds we required to expand.”

    Marketing Head, CashFlow Junction

    Conclusion: Building Bridges Through Animation

    The CashFlow Junction project was used to show the potential of strategic animation to change complex technology into available solutions. When we concentrated on the human aspect of narration and design, we did not make only an explainer video; we established the connection between advanced technology and ordinary people.