IGNITEFI.COM
Redesign of IgniteFI's product strategy, website and mobile experience.
TIMELINE : ~10 WEEKS
Vision & Strategy
Created a cohesive experience that clearly signaled what IgniteFi does, highlighted its uniqueness, demonstrated product ecosystem value, and encouraged community engagement, while supporting business growth and defining brand identity.
Homepage
IgniteFi’s digital experience didn’t clearly communicate what it does or how it is unique. The visual design felt heavy and outdated, and didn’t support the company’s primary goal of bridging the gap between credit unions and fintechs.
The customer, product ecosystem, and programs were not clearly defined, and the Blog placement in the site architecture gave it disproportionate importance. One of the vision & strategy pillars, growing community, was not easily accessible.
What I Did
-
Conducted foundational research to define the business goals, clarify key value propositions, and shape the brand direction
-
Completed a market & competitor analysis and provided differentiated value by highlighting what sets IgniteFi apart from competitors
-
Clearly defined customers, the product ecosystem, and individual offerings
-
Bridged the gap between credit unions and fintechs by creating a shared platform that aligned their needs, streamlined discovery and submissions, and enabled clearer collaboration and partnership opportunities
-
Encouraged engagement and exploration of the product ecosystem
-
Built a platform that collects real-time insights from customers by tracking interactions, feedback, and engagement during their visits.
-
Applied warm, engaging visuals that maintained energy and passion without overwhelming intensity
-
Relocated the Blog to a Resource page with additional supporting information
-
Relocated the newsletter thoughtfully throughout the site (footer)
The Outcome
-
Clarified IgniteFi’s value, leading to stronger differentiation in the market
-
Improved customer understanding of the product ecosystem and individual offerings
-
Increased engagement and exploration across the site
-
Strengthened brand perception through cohesive, intentional visual direction
-
Improved content discoverability by restructuring the Blog into a more robust Resource hub
-
Increased newsletter visibility and community growth through thoughtful placement across the site
Role-focused Landing Pages
The Problem
There were no dedicated landing pages tailored to specific role types. As a result, customers had to navigate generic content that did not reflect their priorities, or industry needs. This reduced relevance, and made it harder for them to quickly find information aligned to their role and goals.
What I Did
-
Defined customer roles through qualitative research, analyzing motivations, tasks, goals, and desired outcomes
-
Created dedicated landing pages tailored to customer roles
-
Aligned content, messaging, and visuals to industry-specific priorities and needs
-
Surfaced relevant products, resources, and scenarios based on role context
-
Established a scalable framework to support additional role-based experiences in the future
-
Implemented a survey system focused on specific roles to collect insights from customers
The Outcome
-
Improved content discovery
-
Increased engagement from Credit Unions and Fintechs measured by traffic
-
Improved content relevance, resulting in deeper exploration
-
Strengthened trust by reflecting customers’ unique context and priorities
-
Improved conversion and follow-through on key actions
Redesigned Product Pages
The Problem
The product pages were outdated and lacked clarity.
What I did
-
Added a clear headline that communicates the core value proposition
-
Clarified who the product is for, the primary benefit, and how it works
-
Strengthened and surfaced clear calls to action throughout the page
-
Shifted messaging to emphasize outcome-driven benefits rather than just features
-
Structured a concise feature breakdown to improve clarity and scannability
-
Created modern, engaging visuals to draw customers in and reinforce brand and key messaging
The Outcome
-
Engagement increased, measured by more interactions
-
Conversion improved, tracked through CTA clicks, scheduled meetings
Product understanding grew, reflected in fewer repeated or foundational support questions
-
Storytelling drove exploration, evidenced by increased page-to-page navigation and session length
About
The Problem
Website visitors struggled to quickly understand who the company is, what it does, and why it matters. Without clear context, trust and engagement were low.
What I did
-
Told the company story and defined the mission, vision, and core values
-
Highlighted the unique value proposition and differentiators
-
Created a modern, toned-down space for team members and added social links
-
Incorporated warm brand visuals to humanize the company and establish a connection
The Outcome
-
Increased company credibility, shown by newsletter signups and contact inquiries from the About page
-
Strengthened team perception, evidenced by clicks on social links
-
Reinforced company story and mission, reflected in positive feedback from customer interviews
Resources
The Problem
There wasn't a space for people to learn and engage with IgniteFI.
What I did
-
Created a dedicated space for Insight, news, case studies, events and webinars
The Outcome
-
Partnership and community growth measured by event / webinar signups and Contact clicks
-
Increased engagement measured by interactions with posts
LaunchPad: A Startup Accelerator Platform
The Opportunity
There is an opportunity to create a launch platform that connects credit unions and fintechs in a single space. Credit unions can discover innovative solutions, while fintechs gain a way to showcase and validate their products, making collaboration and visibility easier for both sides.
What I Did
-
Created LaunchPad, a platform that helps startups accelerate growth and exposure by connecting them with partners, increasing visibility, and streamlining access to resources
The Outcome
-
A centralized platform that supports growth and adoption for all parties
-
Increased participation in programs launched via the platform