Methods Used:
Market Research, UX Copywriting, Wireframing, Visual Design, Interaction Design
Tools:
Figma, Notion, Google Analytics, WordPress
Overview
The ARMS Corp is a financial solutions provider that supports small business owners with services like tax compliance, business loans, and credit repair. Despite their comprehensive offerings and deep expertise, the website failed to communicate trust or convert visitors into leads.
This redesign project aimed to transform the platform into a clear, credible, and conversion-driven experience that empowers users to take financial action with confidence.
The Problem
Although The ARMS Corp had valuable services, users were struggling with:
Cluttered UI and poor information hierarchy
Overwhelming amount of financial jargon
Lack of visual trust signals
Unclear service differentiation
A contact form that felt secondary rather than central to the experience
The result? A high bounce rate and a low conversion rate from website visits to lead form submissions.
The Process
1. User Interviews & Research
We spoke to 3 small business owners, including a restaurant manager and an online retailer. Insights revealed:
Confusion between services (loans, tax, credit)
Mistrust of digital financial services
Preference for fast, clear, and human language
2. Competitor Audit
We analyzed leading financial platforms and loan providers to benchmark usability, design patterns, and trust-building components.
3. Wireframing & Testing
We rapidly ideated and tested several layout flows:
Introduced strong CTA placement and sticky lead forms
Used cards and iconography to declutter service offerings
Ran usability tests using Maze (5 participants)
Design Decisions
Here’s what we changed and why:
Lead form: Always visible, context-aware form for higher conversion
Segmented services: Clear cards for Tax, Accounting, Credit, Loans
Trust signals: Real testimonials, industry logos, secure badges
Visual hierarchy: Headlines, subtext, and color use to guide the eye
Dark/light theme shifts: Emotional contrast between financial solutions and testimonial credibility
FAQ at the bottom: Direct answers to reduce user anxiety about services
The Outcome
Within 4 days of the redesign:
Lead form submissions increased by 62%
Bounce rate dropped by 21%
Mobile sessions increased by 47%
Average session duration improved by 38%
Learnings
Trust is everything in financial design, visual cues, testimonials, and security signals matter more than aesthetics.
Copywriting and UI must work together, we simplified jargon and used emotionally resonant headers like "Take Control of Your Financial Future".
Small changes = big results, placing the form higher made the largest impact.