Web Design | UX | AI Video Generation
Finance Forward with FinPay
Creating a clean, focused brand experience for FinPay's financial software
The Solution
Final Product
The redesigned FinPay website delivers a modern, user-friendly experience that clearly showcases its financial solutions. With a brighter design, intuitive navigation, and interactive elements, the site effectively guides visitors toward booking a demo, reinforcing FinPay’s industry leadership and driving engagement.
Engaging Color Scheme
FinPay’s refreshed color palette balances professionalism with innovation, using bright, modern hues to enhance readability and establish a cutting-edge, trustworthy brand presence.
Primary
#13262d
#cbebb5
Secondary
#386163
#ffffff
Accessibility
Designed with inclusivity in mind, the site follows WCAG standards, ensuring optimal readability, intuitive navigation, and a seamless experience for all users.
AI Video Generation
To bring the client’s vision to life, I leveraged AI video tools like Kling AI, RunwayML, Minimax, and Claude AI. By carefully crafting prompts and using first and last sequence images, I refined the visualization through countless iterations. This meticulous process ensured we achieved the exact dynamic, tech-inspired animation the stakeholder envisioned, highlighting the power of AI when paired with strategic prompt engineering.
FinPay, a leader in financial services, needed a website that reflected its cutting-edge technology while effectively communicating its value to potential customers. The goal was to revamp the site structure, messaging, and UX architecture to drive conversions—ultimately pushing visitors toward booking a demo. Additionally, we aimed to refresh the brand’s digital presence while maintaining strong page speed, accessibility, and SEO performance.
Contributions
Web Design: I led the end-to-end design from conception to delivery. This included HTML, CSS and JS work, along with animation creation and technical development.
UX Strategy: By utilizing stakeholder user research and target audience understanding, I streamlined the navigation, site architecture and layout to enhance engagement and conversion.
AI Video Generation: I experimented with and leveraged AI video tools to create a highly specific visualization requested by the client. Through iterative prompt refinement and image sequencing, I achieved a polished, dynamic final result.
High Level Goals
Enhance Brand Positioning & Clarity:
Redefine FinPay’s online presence with a modern, user-friendly website that clearly communicates its value proposition, target audience, and industry leadership.
Optimize User Experience for Conversion:
Streamline navigation, improve UX architecture, and integrate compelling CTAs to drive engagement and increase demo bookings.
Role
Senior Web Designer
Timeline
5 Months
Responsibilities
Web Design
AI Video Generation
UX Strategy
Collaboration
Project Manager
Content Creator
Client Marketing Team
Stakeholders
The existing site struggled to connect with FinPay’s target audience due to an unclear user journey and complex navigation. Its dark, design-heavy aesthetic failed to communicate the company’s innovative software, and the lack of a clear UX structure made it difficult for visitors to understand the product's purpose. To position FinPay as a true industry leader, we needed a brighter, more intuitive design with streamlined messaging and a refined conversion strategy.
Key Flaws
Poor UX, navigation
Confusing information architecture
Lack of process visualization
I transformed FinPay’s website with a modern, vibrant design that better reflected its cutting-edge software. By incorporating micro-animations and interactive elements, I enhanced user engagement and created a more dynamic experience that set FinPay apart from competitors. Additionally, I prioritized accessibility and page speed optimizations to improve usability and boost SEO performance, ensuring the site was both visually compelling and highly functional.
Optimized UX & Navigation
Simplified the site architecture and navigation to improve user flows.
Simplify Architecture
Collaborated with a UX designer, content creator, and project manager to align design and messaging with business goals.
Created Process Visuals
Introduced custom data visualizations and modules that effectively conveyed FinPay’s software capabilities—moving away from generic stock imagery.
The PROCESS
Discovery
During the discovery phase, I conducted in-depth discussions with stakeholders to uncover key pain points, clarify business goals, and define target user personas. Through strategic questioning and competitor analysis, we identified gaps in messaging, UX flow, and site structure. This process ensured that every design and development decision aligned with FinPay’s vision—positioning them as an industry leader while making it easier for users to engage and convert.
"Who is your primary target audience, and what key challenges do they face when engaging with your platform?"
"What are the biggest pain points with your current website, and how do you envision the new site improving user experience and conversions?"
To ensure FinPay’s website effectively resonated with its target users, I collaborated with the content creator to analyze customer insights and develop user personas. By identifying key decision-makers and their pain points, we structured the site’s messaging and UX architecture to align with their needs. This research helped refine content strategy, call-to-action placement, and overall user flows to better guide potential clients toward conversion.
Persona 1
Investment Banker
Age: 43 years old
Location: Manhattan, NY
Pain Points: Struggles to find a streamlined, compliant payment solution for complex deals
Needs: Clear, data-driven insights on financial security and risk mitigation for high-value transactions
Persona 2
Private Equity Partner
Age: 32 years old
Location: Los Angeles, CA
Pain Points: Needs a financial solution that integrates seamlessly with multiple portfolio companies
Needs: A reliable financial technology partner to ensure smooth financial operations post-acquisition
Persona 3
Legal & Financial Advisor
Age: 35 years old
Location: Chicago, IL
Pain Points: Struggles to navigate financial complexities due to unclear digital tools and resources
Needs: A clear, efficient way to validate financial compliance and payment security for clients
The PROCESS
Mockups
Based on client input and the project’s tight timeline, I created two design mockups to showcase slightly different approaches to the website’s visual direction. The mockups incorporated all client input to include modern design elements, interactive features and opportunities for animation to engage users. By blending sleek aesthetics with user-friendly functionality, I ensured both designs reflected FinPay’s innovative edge while maintaining clarity and elevated UX. These mockups served as a foundation for stakeholder feedback and the next phase of development.
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.jpg?noresize&height=2000&name=FinPay---Light%20(1).jpg)
Challenge
Surprise Obstacle
A Tangled Request for Visualizing Streamlined Data
A major challenge arose when the stakeholder requested a specific visual representation of "streamlining" financial data—tech-inspired cables intertwining into one unified cable. To achieve this, I used AI video tools, refining prompts and iterating endlessly. While this process took nearly as long as the website design itself, it was a valuable learning experience. The skills gained will be crucial as AI video creation continues to evolve in design.
The final website design for FinPay successfully merged sleek, modern aesthetics with highly functional user flows. The clean, intuitive layout, paired with interactive elements and animations, now clearly communicates the company's value proposition to its target audience. Early user feedback and interviews indicate a stronger understanding of FinPay’s services, contributing to a 30% increase in conversion opportunities. With enhanced site navigation and architecture, the revamped site positions FinPay as a cutting-edge leader in financial software.
30%
INCREASE IN CONVERSION OPPORTUNITIES
75%
INCREASE IN SEO RANKINGS FOR USE CASES (BASED ON TARGET PERSONAS)
Key Takeaway
Simplifying UX and Mastering AI Iteration
Through this project, I learned the critical importance of simplifying UX elements like navigation, layout, and architecture to create a more intuitive experience for users. By streamlining these components, users can more easily digest and understand the software's value. Additionally, I gained invaluable experience with AI-driven design tools, discovering that the key to success lies in refining and iterating prompts to achieve the desired outcome. AI is a powerful tool, but crafting precise prompts is essential to unlocking its full potential.
*This clients company name was altered to ensure privacy. Full info available upon request or in full case study.
