Stratify is an FP&A product that solves complex financial problems. The website needed to explain their product without overwhelming users or relying on dense, finance-heavy content.

I redesigned the experience around visual storytelling, interaction, and clear product communication.

The goal was to turn a traditionally dry and complicated fintech product into a website people would actually want to explore.

The redesign needed to simplify how the product and its features were communicated, hold the user's attention as they moved through the site, and make the value of the platform easier to understand.

Rather than simply listing features, we wanted to create an experience that could show how the product works through illustrations, product visuals, animation, and thoughtful storytelling.

I worked across the full website experience, from UX and visual design through to the final interface.

My responsibilities included restructuring the user experience, designing the UI and page layouts, creating a visual language for communicating complex product features, developing illustrations and visual storytelling concepts, and designing interactions and animations.

I also worked closely with the brand to make sure the experience felt cohesive, polished, and consistent from the first interaction through to conversion.

I started by identifying where the existing website was making users work too hard to understand the product. Instead of adding more explanations, I focused on reducing complexity and communicating ideas visually.

Complex features were broken down into smaller, easier-to-digest stories supported by illustrations, product UI, and clear messaging. I used movement and interaction intentionally throughout the experience to guide attention, reveal information progressively, and keep long pages from feeling static or overwhelming.