Designing a conversion-first experience for a fintech product

Overview

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Aqeel is a U.S.-based fintech startup building a cash flow operating system for SMBs across manufacturing, logistics and construction.

The core challenge was translating a complex financial product into a clear, trustworthy and conversion-oriented digital experience for non-digital-native users.

The existing structure lacked a clear user funnel, making it difficult for users to understand the value proposition and take action.

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Approach

I approached the project with a conversion-driven design process, focusing on:

• Mapping the full user journey (landing → product understanding → application → contact)
• Identifying friction points and cognitive overload in key decision moments
• Structuring content and UI to reduce complexity and support faster comprehension
• Designing trust-driven interactions for financial decision-making

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Conversion Principles Applied

• Reduce cognitive load at key decision points
• Increase visibility of system status (features, steps, outcomes)
• Reinforce trust in financial interactions
• Guide users with clear next actions

Solutions

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The redesigned experience focused on improving clarity, trust and conversion across key user flows.

Key improvements included:

• Clear value proposition and messaging hierarchy above the fold
• Modular page structure to guide users through decision steps
• Simplified onboarding and application flows
• Visual differentiation for Buyers, Sellers and Investors journeys
• Stronger CTA hierarchy to drive action

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Outcome (Estimated Impact)
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Based on UX improvements and funnel optimization principles:

• +20–30% increase in lead conversion (application / contact forms)
• -15–25% drop-off across key funnel steps
• Faster user decision-making through improved clarity and structure
• Increased trust perception in financial interactions

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