Rebuilding a fintech brand and dashboard that doubled sign-ups

01 — The challenge

What stood in the way

Nimbus Pay competes with some of the biggest names in payments. Its product was technically excellent, but the marketing site took 5.2 seconds to load on mobile, the messaging spoke to engineers rather than finance leaders, and 64% of trial users abandoned onboarding before connecting a bank account.

Project goals

1. 01Increase self-serve trial sign-ups from paid and organic traffic
2. 02Reduce onboarding drop-off before first payment
3. 03Create a scalable design system for product and marketing
4. 04Hit 95+ Lighthouse scores on every key page

03 — Approach

Strategy, then pixels

We started with two weeks of discovery: 12 customer interviews, analytics deep-dives and 1,200 recorded onboarding sessions. The pattern was clear — prospects needed proof of trust before they were willing to connect a bank account.

We repositioned the website around outcomes for finance teams, introduced trust signals at every decision point and shortened onboarding from nine steps to four with progressive disclosure. In parallel we built a 60-component design system shared by the marketing site and the product.

• 1Discover
• 2Define
• 3Design
• 4Develop
• 5Launch & grow