Blue Orange, a fintech payment solutions provider, approached Contra with a challenging mission: transform their outdated website into a conversion-focused platform that would clearly communicate their value proposition while establishing trust with multiple customer segments.

Blue Orange was experiencing several critical issues with their existing digital presence:

Poor Conversion Rates: Their website was failing to convert visitors into leads, with an average bounce rate of 78%.

Unclear Messaging: The value proposition was buried in technical jargon, confusing potential customers about what Blue Orange actually offered.

Inconsistent Brand Experience: The visual design lacked coherence across different sections, undermining brand credibility.

Limited Mobile Functionality: With over 60% of traffic coming from mobile devices, the poor mobile experience was directly impacting business outcomes.

As the lead UX/UI designer and strategic consultant on this project, I:

Conducted comprehensive user research with Blue Orange's target audiences

Developed information architecture that prioritized key user journeys

Created wireframes and high-fidelity mockups for all critical pages

Designed a cohesive visual system that reinforced brand trust

Collaborated with developers to ensure pixel-perfect implementation

Established a comprehensive design system for future scalability

Working closely with the Blue Orange team, I implemented a structured approach:

Discovery & Research: Through stakeholder interviews and user testing sessions, I identified key pain points in the current user experience.

Strategy Development: I created a roadmap prioritizing improvements based on business impact and development complexity.

Design & Prototyping: Utilizing the insights gathered, I developed a user-centered design that emphasized clarity, trust signals, and conversion optimization.

Implementation & Testing: I worked hand-in-hand with developers to ensure the design vision was properly executed while conducting iterative testing to refine the experience.

169% increase in lead generation within the first three months post-launch

Conversion rate improved from 1.2% to 4.8% for primary call-to-action

Average session duration increased by 2.4x, indicating stronger user engagement

Mobile transactions grew by 215% following the responsive redesign

Customer feedback score improved from 3.2/5 to 4.7/5 on ease of use

This project reinforced the importance of aligning user experience with business objectives. By focusing on clarity, trust-building, and conversion optimization, we were able to create a website that not only looked impressive but delivered tangible business results.