The Challenge
Change Fi approached us with a common problem in the financial technology space: their existing website looked dated, felt generic, and was not converting visitors into customers at the rate they needed to sustain growth. In an industry where trust is everything, their digital presence was working against them.
The FinTech sector presents unique design challenges. Users need to feel confident enough to entrust their financial data and transactions to your platform. A poorly designed website is not just a missed marketing opportunity — it is an active deterrent. Visitors who do not trust your site will not trust your product.
Our Approach
We began with an in-depth discovery phase, analyzing the competitive landscape, user behavior data, and customer feedback. This research revealed several key insights:
- Visitors were leaving the site before scrolling past the fold — the hero section failed to communicate the value proposition
- The signup flow had unnecessary friction points that created drop-off
- Important trust signals (security certifications, testimonials, regulatory compliance) were buried or missing
- The mobile experience was functional but felt like an afterthought
The Solution
Design Overhaul
We crafted a completely new visual identity that balanced professionalism with approachability. The design language used clean lines, generous whitespace, and a color palette that conveyed stability and innovation simultaneously. Every design choice was intentional — from the typography that improves readability to the micro-interactions that make the interface feel responsive and alive.
Trust-First Architecture
We restructured the information architecture to lead with trust signals. Security badges, partner logos, customer testimonials, and compliance information were elevated to prominent positions throughout the user journey. Instead of burying these elements in a footer, we wove them naturally into the narrative flow of each page.
Conversion Optimization
The signup flow was simplified from five steps to three. We eliminated unnecessary form fields, added progress indicators, and implemented contextual help text that answered common questions without requiring users to leave the flow. Clear calls-to-action were placed strategically based on heatmap analysis and user journey mapping.
Mobile-First Development
Rather than adapting a desktop design for mobile, we designed for mobile first and scaled up. This ensured that the majority of users — who were accessing the site from phones — had a native-quality experience with fast load times and intuitive touch interactions.
Results
The redesigned website delivered measurable improvements across all key metrics:
- Bounce rate decreased significantly as users engaged more deeply with the content
- Average session duration increased, indicating visitors were finding the information they needed
- The streamlined signup flow produced higher completion rates
- Mobile usability scores improved to near-perfect marks
- Organic search visibility improved as the technical SEO foundation took effect
Key Takeaways
This project reinforced a principle we apply to every engagement: design is not decoration — it is communication. In the FinTech space especially, every visual choice either builds trust or erodes it. By grounding our design decisions in user research and business goals rather than trends, we created a website that works as hard as the team behind it.
The project also demonstrated the power of simplification. By removing friction from the user journey and elevating the right information at the right moments, we helped Change Fi turn more visitors into customers without increasing their traffic.