Finofo: Website Redesign
As the in-house Marketing Designer at Finofo, I was responsible for leading the visual redesign and full implementation of the company’s marketing website. The goal was to modernize the user experience and better reflect the brand’s positioning as a simple and smart finance tool for Canadian businesses.
Problem:
The existing website did not align with Finofo’s evolving brand identity. It lacked visual cohesion, hierarchy, and a clear narrative about the product’s value. Additionally, performance issues, inconsistent user journeys, and limited responsiveness were leading to poor engagement and low conversion rates.
ChallengE:
Cross-Functional Collaboration: Working within a fast-paced startup environment, I had to gather feedback quickly and iterate designs based on multiple stakeholder inputs. Balancing Performance and Design: Creating a visually rich yet lightweight website required frequent testing and optimization for speed and mobile usability.
Soulution:
I collaborated with the marketing and product teams to craft a new website experience from scratch: Conducted a UX audit of the current site to identify friction points. Designed a fresh, scalable UI system with a clean, intuitive layout. Developed all pages in Webflow, optimizing for responsiveness, SEO, and accessibility. Structured the content to clearly highlight Finofo’s key features, benefits, and customer value propositions. Introduced subtle interactions and animations to improve user engagement without compromising speed.
Client
Finofo
DELIVERABLES
Whole public website-52 pages included
Year
2025
Role
Marketing Designer
