FinTech Automation Website Redesign

 

A modern, clear, and more conversion-focused website for a growing client base.

 
 
 

Role: UX/UI Designer

Timeline: 8 Weeks

Platform: Web, Mobile

Stakeholders:

  • CEO, FinTech Automation

  • Head of Marketing

  • Sales Team

  • Product Manager (Portfolio Companies)

 
 
 

Overview

FinTech Automation needed a website that better reflected its brand and could support a rapidly growing client base. The original site was outdated, text-heavy, and lacked a clear path for users to understand FTA’s value. I was responsible for leading the UX/UI redesign from research through final high-fidelity designs.

 

The Challenge

The existing FTA website wasn’t aligned with their evolving brand or user needs. It suffered from:

  • An outdated visual style

  • Heavy text with minimal supporting visuals

  • An unclear information hierarchy

  • Weak or difficult-to-find calls to action

  • The goal was to create a more intuitive, visually appealing experience that clearly communicated what FTA does and guided users toward engaging with the team.

 
 

My Role

As the UX/UI Designer, I led end-to-end design including:

  • Stakeholder + user interviews

  • Competitive + UX research

  • Information architecture restructuring

  • Wireframes

  • High-fidelity UI designs

  • Interactive prototypes

  • Usability feedback + iteration

 

My process

    • Reviewed the existing website

    • Interviewed internal teams and users

    • Identified pain points and conversion blockers

    • Analyzed competitor websites

    • Reorganized navigation

    • Simplified website structure

    • Created clear CTAs for different user groups

    • Built low-fidelity flows to test hierarchy

    • Established visual rhythm with more imagery and spacing

    • Implemented refreshed brand elements

    • Created clean, modern layouts with high scanability

    • Strengthened CTAs and sign-posting

    • Tested flows with internal team

    • Iterated based on feedback from Sales + Marketing

 
 
 
 
 
 

Final Design

 
FTA_Website-01.png
 
 

Results

  1. Stronger brand alignment

  2. Clearer user pathways

  3. Increased scanability and visual engagement

  4. Modern, flexible design system for future updates

 

What I learned

This project reinforced the importance of simplifying complex information, especially in the fintech space. Clear hierarchy and strong visual support can dramatically improve engagement. It also highlighted how valuable stakeholder collaboration is. Early alignment made the design process faster and more focused.