Turning Spreedly into a story that converts:
Crafted to naturally build trust and guide users toward action with minimal friction.
CHALLENGE
The homepage was unstructured, which added friction and slowed users from understanding the product. Oversized fonts and poorly sized elements made scanning difficult, increasing cognitive load.
DESIGN IMPACT
Better conversion & higher engagement
Structured layout and clear storytelling
Stronger brand perception
Trust signals through proof points
Reduced cognitive load
Easy to read and scan
Spreedly’s homepage went from big, unstructured, and incomplete → to structured, trustworthy, and easy to scroll. That transformation is what pulled me into this redesign, and it made me realize how even simple shifts can completely change the way a product feels.
Spreedly is a SaaS platform that helps businesses integrate payments globally. It connects to 100+ gateways, giving companies flexibility to work with multiple processors.
In fintech, trust is everything. If users hesitate for even a second about security or clarity, the product loses them. That’s why clarity and proof were the north stars of this redesign.
To tackle the redesign, I followed a structured yet flexible process:
Audited the existing site → Broke it down into sections → Refined old sections ↔ Explored competitors → Added new sections → Started designing ↔ Iterated section by section until the story clicked
SPREEDLY'S STORY CLICKING INTO PLACE
Hero Section
What wasn't working?
Headline and subheadline were similar and lacked clarity in communicating the product’s value
There was no product visual to immediately showcase the offering.
CTAs were unclear.
Overall the product value was unclear at first glance
How it was reshaped
Headline and subheadline rewritten to clearly communicate value and differentiate the messaging.
CTAs updated both in the hero section and navigation bar to improve clarity and guide user actions.
Compliance line added to build trust and demonstrate credibility.
Social proof symbols integrated right after hero section to visually reinforce credibility.
Product visual added to immediately convey what Spreedly offers, helping users understand the product within seconds.
Capabilities Section
What wasn’t working?
The capabilities section used the same visual for each point and complicated the understanding of the product value.
Typography in the section was larger than necessary which affected the readability.
How it was reshaped
Distinct visual treatment added for each feature to avoid repetition and make content more engaging.
Large fonts replaced with smaller, readable typefaces to improve hierarchy and comprehension.
Added intentional CTAs with each feature to spark curiosity and encourage users to explore deeper, rather than stop at surface-level reading.
While designing the visuals for the Features section, I wanted each card to clearly communicate the product value.
Started with excitement → Got confused when it didn’t feel clear → Paused to process and rethink and iterate → Finalised when it felt right
Social - proof section
What wasn’t working?
The social proof section enhanced credibility and demonstrated trust in the platform.
However, positioning it immediately after the hero section risked obscuring the product’s value and core offerings.
How it was reshaped
Global scope section was improved and repositioned after the capabilities section to highlight worldwide reach.
Metrics section repositioned and redesigned for better strategic placement.
Iteration wasn’t about redoing the whole design. I focused on sections where I had a better idea or wanted to refine them, polishing until the story clicked.
I had two different designs for this section and weighed which fit best with the rest of the page. I rejected the first option because its layout felt too similar to the next section, which would have reduced visual variety and hierarchy.
For the remaining option, I tested two variations. I chose the second variation because, in the first, the CTA drew too much attention and the contrast didn’t support the main focus which was communicating the product’s global reach and number of payment gateways.
Target users section
The section had repetitive copy and oversized text, so it was redefined with clearer messaging and improved structure.
Compliance and Security section
A compliance section was added to highlight security and regulatory adherence. In a fintech platform, trust is critical, compliant badges reassure users that their transactions are secure and the platform meets industry standards, which strengthens credibility and reduces perceived risk.
Testimonials section
The original homepage lacked testimonials, which are essential for building trust and showing how real users engage with the product.
After analyzing the website and understanding the user experience, a testimonial section was added to highlight user feedback and credibility.
I believe small changes can create a bigger impact. I focus on telling a story through the homepage so the main product idea is clear, helping users take the next step and move toward the intended action.
FINAL DESIGNS
Before
After
The upgrades this redesign gave me
Small changes matter
Subtle changes in copy, visuals, and layout can create significant improvements in clarity, usability, and overall experience.
Domain Sensitivity
Every domain has its own design rules; small details matter differently in each.
Trust in Fintech
Fintech products require trust signals to be clear from the first glance.
Story led Design
Storytelling through the homepage guides users to take the next step effectively.
Outcome of the Redesign
Structured layout → Better conversion & higher engagement
The homepage now guides users naturally, making it easier to understand the product and take the next step.
Clear storytelling → Stronger trust & reduced hesitation
Each section communicates the product value effectively, helping users feel confident in the platform.
Trust signals through proof points → Stronger brand perception
Visual cues and credibility markers make the homepage feel professional and reliable.
Easy to read and scan → Reduced cognitive load
Users can quickly absorb information without friction, lowering bounce rates and keeping them engaged.
Future enhancements
Benefits section could be added to highlight direct advantages for users, reinforcing the value proposition and making it immediately clear why they should use Spreedly.
FAQ could address common questions upfront, reducing friction and building additional trust with users who may have concerns or uncertainties.
Got thoughts on these designs?
Share your take, let’s spark ideas and shape the next version together.