Fintech Startup Rebranding
Client: PayForward
Platform: iOS, Android, Web
Role: Lead UX/UI Designer & Art Director
Timeline: Full-time (2016)
Team: Product Manager, Engineers, Marketing, Dev Ops, Founders
Platform: iOS, Android, Web
Role: Lead UX/UI Designer & Art Director
Timeline: Full-time (2016)
Team: Product Manager, Engineers, Marketing, Dev Ops, Founders
Overview: PayForward was a fintech startup offering a cash-back loyalty platform for consumers, merchants, and enterprise partners. I was brought in to streamline the product experience, unify branding across all touchpoints, and increase user growth through refined marketing and UX strategy.
Problem: The company lacked a consistent design language and was missing critical conversion opportunities on their landing pages and user flows. The product spanned across mobile and desktop platforms with no cohesive design system, causing usability issues and brand confusion.
My Impact
• Audited the existing platform across iOS, Android, and Web and led a full visual redesign.
• Defined and implemented a scalable Design System used across mobile and web platforms.
• Collaborated closely with Blue Shield of California, the startup’s first major enterprise partner, to onboard health-focused users and align the app’s features with their expectations.
• Redesigned and aligned marketing, sales, and investor materials with the new brand direction.
• Led creative direction across three user groups: B2C end users, B2B merchants, and startup investors.
e-Commerce Call to Action
Design Process
• Audit & Rationalization: Streamlined navigation, removed redundant pages, and improved UI clarity.
• Systematization: Created reusable UI components, iconography, and a color system to ensure consistency and scalability.
• Stakeholder Collaboration: Worked hands-on with the founding team, PMs, and engineers to ensure strategic alignment across teams.
Accessibility: Applied inclusive design principles for financial literacy and ease of use across demographics.
Results
• Launched a refreshed, cohesive multi-platform product with clear CTAs and consistent design patterns.
• Enabled onboarding of major enterprise clients through improved UX and marketing alignment.
• Set the foundation for scalable design practices and future product iterations.
Web site re-design
Design Process Highlights
Discovery & Audit: Evaluated existing UI across platforms; identified inconsistencies in color, microcopy, and action hierarchy.
Design System Launch: Created token-based styles in Figma for cohesive visuals across native and web platforms.
Growth-Focused Redesign: Rebuilt key marketing funnels—redesigned landing page with prominent CTAs, integrated social proof, and persuasive visuals to boost conversion.
Cross-Functional Collaboration: Dialogued with engineering, marketing, and compliance teams to refine flows and ensure production-ready assets.
Stakeholder Feedback Loops: Presented prototypes, iterated based on usability tests and early adoption data from pilot users.
Consistent 365 campaign, includes Social Media
Measurable Results
• Performed a 15–20% uplift in landing-page engagement, evidenced by longer page sessions and higher CTA clickthrough rates.
• Accelerated enterprise client onboarding by 25% through improved clarity and streamlined UX/UI in partner-facing assets.
• Reduced content update time by 40% through centralized style libraries and reusable components.
Social Media, e-mail campaigns
Hi-Fi Prototype of Carousel and Landing page
FIN/ TECH INFOGRAPHICS BORCHURES
