Site Design: Simple (simple.com)
over 6 years ago from Matthew R. Miller, Product Designer
over 6 years ago from Matthew R. Miller, Product Designer
Simple Bank: Now Powered by Dropbox's Corny Relative With Schizophrenia and a Case of the Comic Sans
Simple was really pioneering and had a coherent, solid and desirable product when they first launched and got traction.
I'm really trying to find something nice to say. It's just not there.
The poor designers who must have had to put up with this refresh probably went through living hell and are saints.
This refresh has the stinky whiff of a branding agency, inmate attack, throwing decorations in the air, spewing "data" and sticking lots of Post It notes with platitudes on glass walls for added business theater.
Meanwhile, the marketing minions began slapping their paws all over it, trying to drop "conversion science" - with ohh so clever CTAs - while designing this committee style with Frankenstein at the head of the table gesturing in random directions, because.
The individual elements and visual language of the landing page, sign up page, messaging, mobile app design and branding system all look like they're in a big argument with each other.
As in, this literally makes zero sense.
The handicraft honky tonk craft bearded bro typeface in the hero image has decided to try and cannibalize that random supporting statement below that is using a random serif font.
Vertical spacing and rhythm is like a small child banging on a piano and playing chopsticks. Makes no sense.
The CTA for a "beautiful, friendly bank" is issuing an immediate drill Sargent command to "Start Right Here" - sir, yes sir - and you are who again - and that sign up leads to a page with a centered greyed out logo treatment followed by legacy type and pastels of the old color story. Huh.
There's the next content block on the landing page - with a mobile phone containing an illegible image. The credit card image to the right contains the old logo mark. Then there's that weird denim patch pasted under it like a tumor - that they pulled from a farmer's overalls who happened to be in Williamsburg.
The content block for "Use Goals for Anything" headline drawing you in -below has a piece of hand drawn graphic junk containing a bag of dog food, electric bill and rent all with price tags.
You're using goal save to save up for a bag of $18 dog food? Lordy, lordy times are harddd, child. At least you can bank beautifully to save up.
Then you click on the link and the goal save page has an entirely different message and entirely different supporting image assets, which again are incoherent.
Further down the landing page is random primal Barbie skin beige graphic junk spritzed about with more beard bro font for good measure and extra folksy goodness.
Clicking on a customer story takes you to a page with yet again, remnants of the old visual system - old logo and a refreshed take on the old type system.
The contrast of the monochrome logo block is too low. It just looks like a graphic junk jack-o-lantern grinning.
Image compositions have ant sized people, are illegible and contribute no atmosphere.
The navigational links in the footer "Help" and "Support" are arguing with each other. Clicking on "Help" goes nowhere.... Helppppp.
You can't just keep shouting "simple, easy and beautiful" - and therefore it manifests.
These are just a few of the obvious things that jump out at me. If there is this lack of care on the front end, I would be more concerned about the backend.
Banking isn't a game.
Personally, I'm very surprised.
Best crit ever.
Are you a writer? Because you should be.
Ha! Undercover. A bit here and there. Mostly for fun:
It's still really nice, but my initial reaction is that this feels like a downgrade from where they were previously. I felt like the old design was stronger and had a lot more character; the new one seems blander and gives me the impression that they took the simplicity thing too far.
That said, the whole Simple experience is unparalleled. I banked with them for years and never once had a bad experience. I only switched because they don't offer joint accounts, which is a deal breaker for someone that's soon to be married.
Totally agree on both the design and the banking experience.
I really hope they're not doing away with the old color scheme! I loved that!
And their banking is amazing! I've been yelling at them for years to get joint accounts but nothing yet :/ My wife and I are stuck using PNC, who we hate. Luckily I still have my Simple account for my freelance work. I just wish we could use them for our personal accounts.
Congratulations!! I'm 15 days away myself.
I feel as though the second point should be the headline. Coming from someone who's never hear of simple before.
I thought the same, and I am a Simple card user. Just start the page here!
They should work on the copy. Why would you mention lovely design before 'lovely tools', i don't download a banking app for lovely design but for functional tools. If the app works (ux-wise) then the design must be OK.
Is this service's demographic "broke hipsters"?
I felt like this banking service was absolutely not for me when I visited the site.
Do people without beards and sleeves of tattoos want a technologically savvy banking system? Maybe no. I'm a white man (terrible!) and even I was pretty shocked at the quantity of photos on the site that are white hipsters working on motorcycles or "enjoying Portland" or something to that effect. Really narrow-minded stuff here. I'm as shocked as some of the other commenters here.
They're targeting millennials almost exclusively. The "vibe" you're describing is pretty commonplace when marketing to that demographic; I'm guessing that the target audience generally responds well to it, since it seems be pretty prevalent. I agree with you that it can feel a little exclusionary to other groups at certain points, though.
Its pretty but man do I miss their old color scheme . But this new direction is such a simple (clean, minimal) design that it makes complete sense for them to move in this direction.
I'm loving the new hand lettering and illustrations!
"To compare, people under 35 save an average of -2%."
I love math humor :-)
If you're going to go simple and minimal with your design, the content has to be on point. I don't think it is here.
Contrast it with YNAB, which has a similar hook (save dem $$$) and fantastic copywriting.
I like the illustrations, but the rest is kind of random. Suits every template, no offence but some of the illustrations are things you can buy on Creative market. Also not sure about the big header, not a strong 'campaign' image. What is the vibe that you are going for?
My biggest piece of feedback is the menu on mobile size. Would've loved a way to get the big blue button to stay at the primary CTA but somehow have another way to access the drawer for the rest of the content.
Is anyone from the UK using this or is it US only? How is it on the security side of things?
I really like the idea behind simple, but they lack some key feature that keep me from switching 100%. Such as joint accounts and having a separate savings account, not sure why this is such a complex move, but im looking forward to these features.
Cool site, but I wonder why I can click and drag their lettering SVG's? I initally thought they were png's.... hmmm
SVG/PNG are both image formats. Why would you expect them to behave differently?
Looks very simple
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