Fintech
I led a strategic initiative to improve first-shop conversion for new users. The goal was to increase engagement among newly registered customers who weren’t completing their first purchase. Partnering with product owners, CRM, and engineering, I framed the problem, ran user research, designed new flows, and validated concepts through testing.
Problem and Research
Only 15% of new sign-ups became active users within the first 30 days, which means 85% of new customers never made a purchase.
I ran unmoderated usability tests and sent surveys to 100 participants to observe real behaviour and understand motivations and pain points.
Key findings
People wanted to browse and compare freely before committing to registration.
The experience felt aggressive and transactional, with sign-ups pushed too early.
Transparency was lacking. Key content and cashback benefits sat behind a login.
Outdated, inconsistent UI patterns reduced trust and clarity.
The opportunity was clear: reduce friction, build trust, and communicate value upfront.
North Star Design
With the headless migration and Contentful CMS integration underway, we had a chance to reimagine the experience for long-term scalability. Instead of quick fixes, I created a North Star design that set a human, content-led direction.
Principles and improvements
Let people browse freely without forced registration.
Ease sign-up pressure with progressive value messaging.
Add educational content that explains cashback and benefits.
Modernise UI patterns to lift trust, clarity, and brand credibility.
This vision shaped the next generation of Quidco’s experience, balancing conversion goals with user trust and choice.
Stakeholder Management and Pivot
During leadership reviews, priorities shifted. The business wanted to prioritise registration volume over broader journey improvements. I advocated for long-term conversion gains, then adapted. Partnering with CRM, I delivered a tactical framework that supported acquisition targets while improving communication quality.
Solution
I worked with CRM and engineering to build a modular design framework that modernised key touch-points and drove engagement through clarity and trust.
Key actions
Ran a UX audit to map friction across the entire CRM journeys.
Designed new email and web components with stronger hierarchy and clearer messaging.
Delivered an updated design system with reusable patterns and documentation for consistency.
Set tone and content hierarchy guidelines, enabling faster CRM testing and iteration.
This framework improved campaign performance and created a foundation for continuous optimisation.
Business Impact
Key Learnings
Design influence goes beyond pixels; aligning business and user goals creates lasting impact.
Constraints can spark smarter, more scalable solutions.
Frameworks and systems help teams move faster with confidence.
Empathy doesn’t always mean pushing for an ideal UX. It means balancing user needs with business realities.