Case study
Website & brand experience
Discover how I designed the website of a
financial services startup.
Overview
Context
My brother, a financial advisor, needed an effecient way to acquire clients. My other brother and I built him a website and brand to streamline his business.
Goal
Enable scalable client acquisition through:
An online booking system to replace ineffective and time-consuming cold calls
A platform where prospects could learn about the service independently
A trusted brand, in the longterm
Personal roles
Web designer
Web developper
Backend & APIs
Tools
Frontend
Backend
Timeline
Start
Aug 2024
First MVP
Nov 2024
Testing
May 2025
Pivot
Jun 2025
2nd MVP
Sep 2025
Results
Oct 2025
Research insights
Problem
Our brother had to call cold leads individually to pitch them the service and book a meeting.
Solution
Replace manual outreach with targeted marketing and an automated booking flow.
Evolution
Key insight
This was my first large-scale project. The final product looks nothing like the initial MVP — that evolution reflects everything I learned about what users actually needed.
First MVP
Our initial goal was to launch quickly with a minimal website that explained the service.
The MVP focused on visual appeal — sleek layouts, animations, and a modern feel — but offered limited clarity and weak performance.
Learning from feedback
Early user feedback revealed poor UX and mobile load times exceeding 9 seconds due to heavy visuals and platform limitations.
Redesign decisions
We took this opportunity to pivot and redesign the website entirely.
Wix -> Framer
Switched from Wix to Framer for better performance, faster builds, and scalability.
Photos -> SVGs
Eye candy -> Clear
1-hour meeting -> 2-min quiz
Lessons learned
This project taught me that design isn’t about getting it right the first time — it’s about learning fast and adapting. I learned to prioritize real user needs, question assumptions, and translate an evolving vision into a clear, valuable product.
Design system
During the redesign I decided to create a design system that would enable faster iterations and a more consistent UX and UI.
Buttons & tags
Borders
10 px - small frames
20 px - large frames
Main colors
Page background
Container background
Pitch black text - 95
Upper Mid text - 60
Mid text - 50
Blue
Green
Red
Purple
Font
Font family : Inter, sans-serif
Font weight : 500-600
Main text styles
Page header - H1
Section title - H2
Section title - H3
Large frame title - H4
Large frame text - P
Small visuals - P
Icon library
Lucide
Prototyping
To find the best version of any element of the product, I always design multiple versions and see which one is the best in terms of UI and UX experience.
Example
Here are two different versions of the same plan card.
Their main purpose is to let the user know if the plan suits them.
Version 1
In the first version, I tried to include as much info about the plan as possible.
Épargne pension Épargne à long terme
Pour tout travailleur belge voulant augmenter sa pension et diminuer ses impôts.
À partir de
30 €
/ mois
Équilibre entre rendement garanti / variable au choix
25-30 % d'avantage fiscal
Jusqu'à 1 096,5 €/an de déduction d’impôt
Montant ajustable à tout moment
Possibilité de mettre en pause vos versements à tout moment
Interface pour observer votre épargne
augmenter votre pension
optimiser vos impôts
Version 2
In the second version, I tried only included relevant info that impacts user's decision making.
Épargne pension & Épargne à long terme
Pour tout travailleur belge
À partir de
30 €
/mois
Augmenter votre pension
Optimiser vos impôts
In the end, I chose version 2
Reasons:
Only inlcudes important info
Easier to read
More compact
For these reasons, it won't slow down users during their visit of the website, especially on mobile.
Final design