🖊️ Role
Solo UX Designer
🗓️ Timeline
March 2025 - Present
🔧 Tools
Figma, Linear, FigJam, Webflow
Positioning a growing fintech startup as an enterprise-ready platform.
Context
tilli’s technology evolved — but its website didn’t keep up.
It’s hard to trust a company’s credibility when its website doesn’t reflect the quality of its products.
Before tilli expanded, its site worked for a smaller audience but, it failed to show the sophistication, reliability, and speed that defined the company’s technology. This makes it harder to attract new clients and talent.
The Solution
To continue growing in the enterprise field, tilli needed a new website that reflects growth, credibility, and confidence.
I reimagined tilli’s website as a reflection of its evolution…clearer, more intentional, and built to inspire trust. Each product page now stands on its own, yet moves in rhythm with a unified brand system designed to scale confidently in the enterprise space.
User Research
To identify what wasn’t working, I audited the existing site and analyzed how leading fintech platforms present their products and guide users through their journeys.
From this research, I surfaced 3 key gaps that shaped the redesign.
What I learned
❌ Visitors didn’t understand what tilli as a whole did right away
❌ 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 and add demos
Competitor Analysis
Studying the best to build better…
How leading fintech brands communicate trust and clarity through design.
Companies studied:
Stripe — visual clarity and brand maturity
Ramp — storytelling and interaction design
Plaid — product depth and trust-building
Key insights:
Make complex products feel simple by focusing on user goals over technical details.
They layer information, use confident language, clear visuals, and measurable outcomes.
Consistency, proof points, and recognizable client logos reinforce reliability, making the experience feel modern, secure, and results-driven.
Ideation and Iteration
How can we best display our products into a dynamic yet consistent way?
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 companies feel confident trusting tilli as their partner?
I had to work to strip away from generic marketing language and instead outline 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. The clients tilli works with are often navigating long buying cycles, working across vast teams, so every interaction 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
tilli’s expanding suite outgrew its story. Three distinct products blurred into one, leaving visitors unsure where to go or what each offering meant. The challenge was to design a structure that separates platform from product, guides every audience with purpose, and reveals the right information at the right moment.
Expanding beyond marketing 🚀
Creating for Developers
The website spoke only to business buyers - leaving out developers who evaluate integrations and APIs.
I shifted from narrative to utility—designing documentation that moves fast, reads clean, and feels consistent. Inspired by Stripe and Datadog, the new developer pages make technical evaluation effortless through clarity and structure.
Building a Savings Calculator
They needed to see how tilli could impact their bottom line before engaging with sales.
Enterprise clients needed evidence, not persuasion. I designed an interactive savings calculator that translates tilli’s value into measurable impact. Inspired by SaaS estimators and insurance quote flows, it simplifies inputs, visualizes savings transparently, and turns curiosity into confident engagement.
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.
