Landing Pages

Problem

The visuals on many of the landing pages for the products and services we offered were outdated and not in line with our brand vision.The pages were also text-heavy, with too much information being thrust at the users. Research indicated that users were not scrolling past the first section or two of the page.

Challenge

These pages required a face-lift, with better visuals and more concise impactful copy that would improve engagement.

Solution

I worked in tandem with the design and UX research teams to give these pages a complete visual overhaul. We used more colorful graphics, images and illustrations, and combined them with crisp copy that made the pages scannable and engaging for the users. Here as you scroll through these images, you’ll see one such landing page we created for our affiliate program, both the original and the facelifted versions. 

Information Architecture

Problem

The footer on our platform website was cluttered and disorganized. There was no logical order for the information and links presented there at the bottom of the page and this was evident in the user engagement research where we found that less than 1% of our visitors actually clicked on one of these links to get somewhere on the platform. 

Challenge

The footer needed to be organized in a more efficient and useful manner. The information needed to be categorized based on some criteria and presented to the user in a visually conducive manner without overwhelming them.

Solution

 I, along with the rest of the UX research team analyzed the engagement metrics for each link on the footer and organized and grouped them into categories based on relevance and target audience and also arranged them in a manner that the most used links were easily visible and accessible to the users. The images show the original cluttered footer before the rework and the nicer one after. 

Engaging Microcopy

Problem

We had very poor engagement with our users. There was this invisible wall between the platform and our users and the UX was pretty transactional. There was no concept of reward or celebration. The visuals were also dull and uninteresting.

Challenge

We wanted to engage our users better. We wanted to show that we cared. We wanted to celebrate the little wins along with our users and also encourage them in a positive way to take care of certain mundane requirements in a way they wouldn’t seem like a chore.

Solution

I, along with the rest of the UX research team came up with little modals for celebrating major milestones for the user on our platform, for example, completing their first trade. We also revamped the onboarding flows, KYC and other such mandatory user journeys with a more celebratory and positive approach, with “happy” copy and colorful illustrations and visuals. You can see here, some samples from these various facelifted journeys for the user.

Design Strategy

Problem

Designing for a complex fintech product comes with it’s challenges. As the design team, we wanted to set ourselves a North Star, the single point of truth that will guide all our design efforts so that we can create consistent experiences for our users.

Challenge

Paxful is a lot of things. There were a broad range of philosophies we wanted to encompass and imbue in our design. There were many things we wanted to be. The challenge was to bring all these different aspects under a few clear, unmistakeable, philosophies, that we can then put into practice every day. 

Solution

Design, Research and Copy got together to list out all the things we wanted to be. Then I took these inputs back with me, and juggled them around to arrive at these three core principles for our design. Based on these design principles, I then created Copy principles to make sure that our visuals and words are in alignment across the product.

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