Redesigning tilli Software
Positioning a growing fintech startup as an enterprise-ready platform.
- soon!
Reintroducing tilli as a modern B2B payments platform
CONTEXT
tilli Software has spent the past few years building powerful tools for payments, billing, and engagement used by utility companies, municipalities, and large service providers. As the company expanded, so did its ecosystem, with three core products: tilliX, Nudge, and tilliPay.
While the technology matured, this website didn’t fully reflect the scale or sophistication of the platform. The original site treated each product equally, lacked a clear narrative, and didn’t highlight the credibility behind the brand.
To continue growing in the enterprise space, differentiate from competitors, and support the partners it works with, tilli needed a website that matched the strength of its products and the momentum behind its business.
SOLUTION
As tilli expands its presence in the fintech space, I redesigned the website to better reflect the company’s growth and enterprise focus. I restructured the site to give each product its own identity while bringing consistency to the overall brand. Through thoughtful information architecture, modern UI, and clearer messaging, the new website positions tilli as a trusted, product-driven company ready to scale with its clients.
USER RESEARCH
To understand what wasn’t working and where we could improve, I audited the existing site and studied how other fintech platforms structure their product stories and user flows. From this research, I surfaced four key gaps that shaped the redesign.
What I learned
❌ Visitors didn’t understand what tilli did
❌ Product pages lacked direction or differentiation
❌ Navigation didn’t support scale or future growth
What I aimed to fix:
✔ Create distinct narratives for each product
✔ Establish tilli as a professional, trustworthy brand
✔ Make it easier for different user groups to take action
COMPETITOR ANALYSIS
I studied how leading B2B fintech and SaaS companies position and present themselves online. The goal was to understand how they communicate product complexity while still feeling clear and confident.
Companies analyzed:
Stripe – for visual clarity and brand maturity
Ramp – for storytelling and interaction patterns
Plaid – for product deep dives and trust-building
Takeaways:
Show the product in action early
Use bold headlines to simplify complex offerings
Establish strong hierarchy to support scanning
IDEATION AND ITERATION
Once I understood the gaps in tilli’s current site and the patterns that worked for others, I mapped out a structure that would give each product its own space while still tying everything together.
I created wireframes and low-fidelity layouts to test hierarchy, product flow, and CTA placement. Feedback from internal stakeholders helped refine the messaging tone and prioritize the information shown above the fold.
How do we help utility companies feel confident choosing tilli as their long-term billing partner?
Confidence comes from clarity, not complexity. That meant stripping away generic marketing language and clearly outlining what each product does, who it’s for, and how it supports real operational needs.
I reorganized the site architecture so that each product had its own page, giving space to explain its purpose and value. I designed for scannability, equaling bold headlines, consistent CTAs, and visual hierarchy that mirrors the way these users process information.
The clients tilli works with are often navigating long buying cycles, working across teams, and looking for signs of stability. So every interaction the user has, from landing on the homepage to reading about tilliX, needed to feel intentional, stable, and credible.
This wasn’t just a UI refresh. It was about designing a site that speaks the language of enterprise trust.
THE CHALLENGE
How can I design a website that helps enterprise clients understand, trust, and take action on tilli’s product offerings?
The goal was to create a digital experience that aligns with the needs of B2B buyers. These are people who value clarity, credibility, and efficiency. These users don’t want to be just sold to, they want answers, structure, and proof. The site needed to communicate maturity while making complex tools feel accessible.
Guiding Design Principles
01. Clarity over Complexity
Each product needed space to stand on its own. I restructured the site to guide users through the platform with intentional hierarchy and focused content.
Goal: Remove confusion and let the products speak for themselves, clearly conveying their value.
02 Building trust through design
Enterprise clients are looking for long-term solutions. I used clean layouts, consistent components, and clear messaging to reflect the stability of the product and the maturity of the company.
Goal: Trust needed to be felt from the first interaction.
03 Intentional pathways to action
Different users come to the site with different goals. Whether someone is a developer, a utility decision-maker, or a potential partner, the new structure helps them find what they need and know what to do next.
Expanding the Site Beyond Marketing
CREATING FOR DEVELOPERS
tilli isn't just selling to business decision-makers. Developers are a key audience — the ones who need to evaluate API documentation, understand integration workflows, and trust the technical side of the platform.
I designed a set of developer documentation pages that spoke directly to this audience. I had to shift my mindset away from storytelling and into utility. These pages needed to prioritize readability, fast navigation, and consistent formatting.
What I focused on:
Designing with a left-hand navigation for fast access to technical content
Creating visual consistency between product documentation and marketing pages while keeping tone and layout more structured
Ensuring the experience felt familiar to developers used to working with platforms like Stripe or Adyen
This was about respecting the developer's time. Every spacing decision, every heading, every diagram placement needed to support clarity and action.
BUILDING A SAVINGS CALCULATOR
One of the more unique challenges was designing an interactive savings calculator. This was a new tool that helps potential clients see how much money they could be saving with tilli.
This wasn’t a common feature on competitor sites, so I had to dig deeper. I looked beyond fintech and explored product-led SaaS companies, B2B comparison tools, and even car insurance quote flows to understand how others handle financial estimators.
The challenge was twofold. First, the logic had to be simple enough for anyone to engage with. Second, the results needed to feel credible, not like a marketing gimmick.
What I had to consider:
How much input is too much? Where do I reduce cognitive load?
How do I frame savings in a way that feels trustworthy and grounded in real data?
What level of visual feedback makes users feel like they’re getting a personalized, transparent result?
I worked with internal teams to understand the actual pricing model, and translated that into a simplified flow that felt approachable. The final version presents inputs in bite-sized steps, with a results screen that’s clear, honest, and CTA-ready.
FINAL RESULTS
The redesigned tilli.pro website reflects the company’s evolution into a modern, enterprise-ready platform. Each product now is supported by their structured pages that guide users based on their intent, whether they’re exploring a solution, integrating with the product, or evaluating business impact.
The site is easier to navigate, easier to update internally, and more aligned with the tone and scale of Tilli’s current offerings. Features like the savings calculator and developer documentation expanded the site’s functionality in ways that directly support both business goals and user needs.
While performance data will be collected after this website is developed (by me aswell :-), but so far early internal feedback has been positive, with teams across engineering and buisness, and marketing noting how much easier it is to share the site with potential clients and collaborators.
TAKEAWAY ✨
Being the solo designer on this project meant owning everything. From research and structure to microcopy, layout, and Webflow development. This wasn’t just a redesign. It was a full reintroduction of the brand.
I learned how to think holistically about messaging, scale, and different user mindsets — and how to design for clarity without oversimplifying the product. Working on tilli.pro taught me that the best UX is not just about making something look better. It’s about helping people find what they need, understand what they’re getting, and feel confident moving forward.
