self initiated
Aura — Fintech Landing
Redesigning a High-Converting Marketing Platform for Pre-Launch Fintech
- Role
- Lead Product Designer — Conversion Strategy, Visual Hierarchy, Section Architecture, UX Writing, and Responsive Handoff.
- Scope
- Full landing page redesign: hero with a single CTA, feature breakdown with benefit-first framing, social proof section, pricing overview, trust signals, and responsive layouts for mobile, tablet, and desktop.
- Timeline
- 4 weeks
- Category
- Landing Page
Overview
A pre-launch fintech startup had built their product but needed a marketing site that could actually convert traffic into demo requests. They had a working prototype, a small marketing budget, and a tight window before their funding round.
Challenge
The existing page tried to explain everything at once. Feature lists competed with CTAs, the hero buried the value proposition, and bounce rates were high. Visitors left before understanding what the product actually did.
Objective
Turn the landing page into a focused conversion tool: one clear message, one primary action, and enough supporting evidence to make visitors confident enough to book a demo. Increase demo request conversion rate by 50% Reduce landing page bounce rate below 35% Establish brand credibility before Series A funding round
Approach
Read five competitor landing pages against one question: how far does a visitor scroll before the page says what the product is. Wireframed three hero variations with different messaging hierarchies, argued them against each other on paper, and carried the strongest into high-fidelity. The judgement here is mine — there was no team to review it and no funnel to measure.
Selected decisions
I removed the multi-CTA approach entirely and committed to a single 'Book a Demo' action throughout the page. Sections were built as independent modules so the team could reorder and A/B test without redesigning. Typography was scaled for speed-reading — the core message had to land within three seconds.
Responsibilities
Conversion UX Audit Information Architecture & Messaging Wireframes High-Fidelity UI Design in Figma Responsive Breakpoint Specifications Developer Handoff & QA Validation
Deliverables
Responsive Figma designs across four breakpoints, modular section components for easy reordering, interaction specifications, developer handoff documentation with spacing and animation notes, and a lightweight style guide for future marketing pages.
Outcome
The exercise produced a single-scroll information architecture that leads with the product's one sentence, a section system where each block is independently reorderable, and an event map for the sign-up path so the layout could be tested without redesigning it. Nothing was launched; the output is the structure and the argument for it.
Reflection
A landing page has one job: build enough clarity and trust for the user to take the next step. Every element that doesn't serve that job is noise. The hardest part wasn't designing new sections — it was cutting the ones that didn't matter.