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Finaloop is your ecommerce financial data platform

Company: Finaloop

What we did:

  • SaaS UX design
  • SaaS UI design
  • Website UX design
  • Brand Strategy
  • Brand Design
  • Web design


There is little room for error in this current economic environment. Even if you believe you are alone in your niche, it will be just a matter of time before competitors are on your tail. This means you must capitalize on every micro-moment that you connect with your potential customer, to build a deep sense of trust and an affinity for your brand that your competitors cannot beat.

So how do you do this? We are going to use one of our latest projects with our client Finaloop, to illustrate how we worked together to identify their brand DNA and how this translated into a new brand design, website and SaaS platform.

Nailing the Brand Strategy

Before launching into the design process, careful research, discussion and decision-making needs to take place. When building a brand strategy, you must think deeply about who you are, what you represent, who your customers are and what problems you will solve for them. In skipping this crucial step, your brand might communicate an incorrect message, attract the wrong audience, or feel inauthentic.

Finaloop, a full-service digital platform for bookkeeping and tax service, wanted to reorientate their brand to be confident, dynamic and accessible. In an industry that some might consider to be traditional and innovation-adverse, they wanted to position themselves as game changers.

Together, our teams worked through a brand investigation which included a detailed questionnaire, a brainstorming session, a face-to-face meeting with key decision-makers and careful analysis of research and insights. From there we are able to develop a creative strategy which was used as reference throughout the entire process.

Creating a New Language

Once the branding foundations were laid, we could start to manufacture the building blocks. This included visuals; logo, tagline, color palettes, typography, images, icons, animations; and a logical messaging hierarchy to create a coherent story.

In recent studies, research has revealed that customers who have a positive image of a particular brand, have a higher likelihood of making a purchase. Additionally, the better the perceived quality of a brand, the more customers are likely to believe that it can deliver on their promise.

In addition to customers, the language also communicates to investors, partners and employees (both existing and future) to align them on a singular vision.

Developing a High-Performance Website

For many businesses, the website is undoubtedly one of the most important features. It acts as a virtual “storefront” and must not only provide all the information and support your customers need, it also must perform well, be easy to navigate and look attractive. For a time-scarce audience, you have a split second to capture the attention of a visitor and convert traffic into leads.

Our team of designers and UX specialists defined and designed the ideal user experience for Finaloop’s customers. By mapping the information architecture that guided our process - we were able to identify key steps in the buyer’s journey and designed on-page solutions to drive customers to specific CTA’s (call to action).

Enhancing Platform Usability

It is no small feat if you have managed to transform a lead into a paying customer, but the real test is the performance of the product and will dictate the overall level of satisfaction. In the case of Finaloop, their SaaS platform was an application that customers would interact with daily and needed to be easy and enjoyable to use.

The Muze team has vast experience in planning and designing SaaS products, which we drew on in order to create the Finaloop platform. Thanks to our deep investigation in the brand strategy phase, we identified that the main pain point would be the on-boarding process. But we were able to develop intelligent solutions to break down the user experience into manageable, navigable steps.


The value of branding can be difficult to quantify, because the details are measured through “soft” metrics. Additionally, we have found that startups hesitate to devote resources to branding because they know how quickly their concept upgrades and evolves. But investing in an end-to-end brand, website and platform design process upfront, will pay off indefinitely in the future by generating better brand perception and ensuring higher customer retention.

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