The challenge
RedZed primarily engaged Luminary to help it migrate from a legacy platform that had become slow and difficult to manage. The previous site, built on WordPress, also lacked the structured workflows and content management controls RedZed needed.
The aim was to deliver a digital platform that would support RedZed’s current marketing and brand strategy, while maximising the use of existing Luminary IP to reduce the investment in standard page-building components.
What we did
The project incorporated user research, UX design, and a mix of expedited and bespoke build components. Optimizely was chosen as the platform for the new site as it offers robust content authoring capabilities, including structured workflow configuration for regulated content approvals, as well as providing a solid platform for future scalability.
User research
Luminary conducted interviews with small business owners who were actively researching loan options. The research uncovered several pain points, including frustration with the lack of transparency around loan processes, and difficulty in comparing loan options. It found that borrowers had difficulty understanding loan eligibility and comparing products and would often face rejection from traditional lenders.
The build
To meet tight timeframes, Luminary used its proprietary LaunchPad process to rapidly implement reusable UI components aligned with RedZed’s branding. This incorporated core design system elements, such as buttons, typography, icons and forms.
At the same time, bespoke components were developed to address RedZed’s unique needs, including user-driven page templates, and a broker-specific content section informed by internal workshops.
Luminary also provided an SEO audit and strategy to enhance discoverability, A/B testing configuration, and the setup of analytics to track performance and user behaviour.
From a design perspective, RedZed's brand colours, which are heavily reliant on red, posed accessibility challenges. Where possible, Luminary introduced alternative brand colours to improve readability while maintaining the brand’s visual identity.
The outcome
RedZed’s new website is more than just a redesign and development – it’s a strategic tool for customer engagement and trust-building. By blending user insights, technical best practice, and brand-aligned design, Luminary has helped RedZed create a platform that supports self-employed borrowers and brokers with clarity and confidence.
The new site offers better control from a content authoring perspective, faster page load speeds, and is visually cleaner. From a user experience perspective, it also provides far more transparency into how the lending process works, as well as highlighting how RedZed’s approach is different to traditional banks.
Keep Reading
Want more? Here are some other examples of our work that you might be interested in.
