Case study · 2024–2025
Conversions Transformed via Strategic Redesign in B2B Fintech
Devexperts develops and consults for the financial industry, creating some of its most trusted and widely used technology applications.
I led the redesign process to increase form submissions and streamline communication across design, development and stakeholders.
Highlights
In the first 6 weeks after release, the redesign lifted site-wide qualified conversion, cut bounce, and increased engagement.
+54%
average engagement (48 s to 74 s)
−24%
bounce rate down (55% to 42%)
+58%
qualified visitor-to-lead conversion (1.2% to 1.9%)
Site-wide metrics from GA4 & PostHog; window: first 6 weeks after launch.
Challenge & goals
Marketing research showed that Devexperts’ outdated site under-converted and attracted the wrong audience—retail traders instead of institutional buyers. Our goals were to raise qualified conversion toward 3%, clarify our B2B fintech positioning, and modernize the site to build trust with tier-one clients.
Building cross-functional process
Work proceeded in two-week sprints with weekly design presentations, UX explorations, and reviews of coded rollouts on staging. I owned the design from ideas to development-ready Figma mockups.
Team structure
Managers
Project Manager
Art Director
Process pipeline
Discovery
Research
User Stories
Design
UI kit
Layouts
Specs
Delivery
Presentation
Grooming
Handoff
At the end of each sprint I presented and discussed solutions with the team and stakeholders
Understanding user behavior
We analyzed funnels in Google Analytics, PostHog, and Hotjar. Only 20% of visitors scrolled past the first fold and the bounce rate averaged 55%. Desk research and JTBD interviews with Sales showed that prospects needed instant proof that we build platforms.
Reviewing information architecture
We collapsed the structure from five levels to three—What we offer, Company, Case studies—so visitors never get lost. The new structure is reflected in a clear menu anchored by a persistent “Contact sales” link.
Case studies
Contact sales
Reviewed information architecture scheme.
Implementation
Design system
UI kit expanded to the 150+ components with variable modes. Tokenized colors, themes, spacing and typography. Build dark‑mode variants, and documented specifications.
150+
reusable components
250+
tokens
2
4
Production impact
Design‑to‑dev cycle time were cut by 40%. Consistency: fewer UI deviations in QA on staging.
Visual identity scaling
In collaboration with the second designer I scaled up the new visual identity developed by Verve agency.
Implementation
Visual identity was implemented into the UI kit for complex layouts: product pages, solutions, services, articles, news, forms, etc.
Every complex solution was groomed and documented in order to streamline the design handoff process
Solutions
Clear navigation
Key sections placed the in the header after restructuring the information architecture, reducing depth and shortening paths to primary actions.
Multi‑product display
Five cards showcase flagship products above the fold, educating visitors about the company’s B2B focus and improving early-page engagement.
Persistent CTA
A floating “Let’s connect” button raised the form-submission share from 1.2% to roughly 1.9% in the first two months, giving prospects a one-click path to fill the form.
Micro‑interactions
Subtle micro-interactions replaced heavy animations and improved the Largest Contentful Paint (LCP) from 3.8 s to 2.4 s while keeping the interface responsive.
Default
Let’s connect
Hovered
Let’s connect
Updated submission form
The redesigned submission form uses fewer fields and a cleaner layout to reduce friction, with a brief privacy note that reassures visitors about data handling.
Professional proof
Awards and case study snippets build authority. Including testimonials aligns with research showing that case studies are rated as highly effective content by 53% of B2B marketers.
Clear messaging
Headings emphasize Devexperts as a B2B software provider, which helps reduce unqualified leads and sets expectations from the first screen.
Outcomes (6 weeks live)
Qualified visitor-to-lead conversion up 58% (1.2% to 1.9%).
Bounce down 24% (55% to 42%).
Pages per session up 43% (1.4 to 2.0).
Average engagement up 54% (48 s to 74 s).
Form submission: fewer fields + persistent CTA led to form-start rate +31%.
Conversion up 58%
1.2% → 1.9%
Bounce down 24%
55% → 42%
Engagement up 54%
48 s → 74 s
These metrics were tracked via GA4 dashboards and PostHog funnels.
Measurement notes
Scope: site-wide qualified visitor-to-lead.
Window: first 8 weeks after release vs 6 weeks before.
Source: GA4 and PostHog.
Definition: Qualified lead is form submit with company domain.
Next steps & reflection
With the core pages live, we’re finalizing product sub-pages, planning A/B tests on CTA copy, and localizing for Germany, Turkey, Spain, and Georgia. Aligning information architecture, messaging, and micro-interactions with user research continues to deliver measurable gains.
