Twelve Data is a B2B/B2C financial data provider. We redesigned the marketing site, IA, dashboard, pricing experience, and email flows, while managing a cross-functional team and driving measurable growth.

Business goals

Increase pricing conversion.

Boost organic traffic.

Improve onboarding and navigation.

Metrics

Pricing conversion (A/B tested).

Traffic growth from new structure.

Mobile engagement and retention.

We analyzed:

Pricing triggers: cost vs. risk.

Navigation friction points.

Customer mental models for data exploration.

Marketing funnel analytics.

User pain: "Too much technical detail without guidance towards purchase".

Pricing decisions depended on scenario-based storytelling, not just tables.

Navigation required role-based architecture, not generic pages.

Users needed guidance: "What is this? Who is it for? How do I start?"

Key decisions:

Redesign IA from scratch.

Structure dashboard sections deliberately.

Improve pricing clarity and scenarios needed for purchase.

Standardize responsive components for future scale.

Trade-offs:

Heavy redesign investment.

Technical debt surfacing.

The interface leaned into:

Lightweight, technological layouts.

Clear navigation hierarchy.

Simplified pricing with improved conversion.

Mobile optimization for marketing site and the app.

Illustrations supporting product clarity.

Execution included:

Frontend development.

SEO optimization and site restructuring.

New site section launch for traffic growth.

Mobile versions for site and dashboard.

Email campaigns designed and developed.

Increased pricing conversion (properly A/B tested).

Increased website traffic thanks to new section.

Improved user flows and engagement.

Improved brand positioning.

Twelve Data × MROY