The project

Website redesign

Drive conversions and
turn the visits into applications.

Client: hummpro
My role: Lead UI/UX designer

Industry
Fintech,
SME lending

Team
Creative Director, Project Manager, Copywriter, Digital producer and Front-End Developers

Deliverables
UI Design, Responsive Website & Design system

Tools
Figma, Photoshop, After Effects and Elementor

The Project

Enhance the website's performance and conversion rates by highlighting the product's value proposition, features, benefits, and facilitating app downloads.

How I Helped

Initial brainstorm and level checking

I helped conduct workshops to gather insights and identify customer journey pain points. This set brief and new website direction.

Research and redefining our customers

Leveraging insights from Roam agency and survey data from existing SME owners, the team and I developed Empathy Maps and Personas to guide the redesign process.

Where we ended up?

I overhauled the website with a cleaner layout, a new colour scheme, and imagery of small business owners, focusing on key benefits and streamlined conversion elements like QR codes and clear calls-to-action for improved user engagement and conversion rates.

Design refresh

Above the fold, I highlighted three key benefits, used cards to emphasise the product features, and created an information-rich conversion section.

Breakdown of the process

The research identified user pain points, the team tested the UI and conversion triggers. We then modernised and refreshed the design, guided by a UX framework, which led to a successful and budget-friendly website delivery.

1.

Information architecture

2.

Concepting and wireframing

3.

iterate, test, iterate, test, iterate...

4.

Market ready website

Information Architecture & Primary conversion flows

We simplified the website's navigation and added QR codes and sticky calls-to-action, significantly boosting conversions by 75%.

Wireframing, Prototyping and Iterations

Wireframes structured UX copy and conversion flows; their integration with a design system streamlined testing and improved team decision-making.

A/B Testing & Data driven decisions

Utilising Hotjar, we discovered that blending human and tech images increased engagement.

Establishing a UI Design System

I developed a design system that unified the website's brand identity and streamlined both iterations and developer handover.

The Biggest Challenge

The challenge was twofold: first, to balance product features and conversion within the limited space of the homepage, and second, to ensure the final product matched the initial design through testing, including functional, user interface, and cross-device compatibility assessments.

“I put the customer at the center of everything I do. I love to create solutions that truly meet their needs.”