Improving a B2B Website Conversion

Fairplay helps e-commerce businesses access the capital they need to grow — fast.
With more than 200+ active clients, 1B+ MXN invested, and strong retention (80%) and satisfaction (87%), the product was solid — but new users still struggled to understand how it worked.

My work focused on redesigning the online digital experience to better communicate Fairplay’s purpose, improve acquisition by reducing friction for prospects, clarify the value proposition, and build trust with prospects from the very first touchpoint through a product-led growth strategy.

Challenges

Seasonality
E-commerce businesses grow organically, but they depend heavily on peak sales seasons. Users needed financing urgently — and the product wasn’t clearly communicating how Fairplay supported rapid scaling.

Competition
Multiple players across LATAM were offering similar models, and global companies had already set the bar for clarity and trust. Fairplay needed a stronger, more differentiated narrative that truly communicates their competitive advantage.

Uncertainty & trust
Prospects had real doubts:

Is this financing model safe?
Is it better to go to a traditional bank?
How does this actually work?

The website didn’t answer these questions effectively.

No clear digital strategy
There wasn't a defined path for how the digital experience should support growth, conversion, and user education.

My Role

As the Product Designer on the Growth team, I led:

• The digital acquisition strategy

• The UX and UI redesign of the website and blog

• The content structure and experience for new prospects

• Cross-functional alignment between product, marketing, and data

I adopted a product-led growth (PLG) mindset: letting the product’s own value drive acquisition, conversion, and expansion. Combined with Design Thinking and an agile approach, this helped us build a clear, user-centered path for first-time visitors.

In product-led growth, real product experience — not promises — creates trust.

Process

1. Research & Analysis

→ Buyer Personas & Use Cases

We began with a discovery phase to deeply understand:

• Fairplay’s business model

• Users’ motivations and fears

• The competitive landscape

We ran:

• Empathy mapping workshops

• Stakeholder interviews

• Client interviews

• Data analysis

• Persona creation

• Core use case modeling

This helped us understand what prospects expected, what confused them, and where the value wasn’t visible.

→ Value Proposition Audit

Using a Value Proposition Canvas, we aligned Fairplay’s mission with user needs.
The key finding: The website didn’t clearly connect the value of revenue-based financing to users’ real pains.

We needed to:

• Communicate benefits more clearly

• Reduce fear around a “non-traditional” financing model

• Highlight real success stories and fairness of the model
  
  

→ Audit & Benchmark

We audited the existing website and benchmarked LATAM + international competitors.
This revealed:

• Cluttered navigation

• Outdated visual design

• Long, confusing forms

• Missing trust-building elements

And also clear opportunities to differentiate Fairplay’s voice and value.

2. Redesigning the Experience (UX/UI)

→ Information Architecture

I created new low-fidelity wireframes to reorganize content around:

• Trust

• Clarity

• A straightforward conversion path

We removed unnecessary elements and highlighted the success metrics, process clarity, and business benefits that users needed to feel confident.

→ Conversion Optimization

We reworked key conversion moments:

• Shorter, clearer financing application forms

• Stronger, more meaningful CTAs

• Streamlined user journeys

• A/B-tested copy and layouts

• More visual cues to guide decision-making
  
  

3. Visual Design

The original site felt outdated and visually inconsistent.
I refreshed the entire visual identity for the web experience:

• Modernized typography

• Clean, trustworthy color palette

• Simplified layout

• Scalable components

• Clear use of space and hierarchy

The redesign aligned with Fairplay’s values of transparency, professionalism, and reliability.

4. Engagement & Blog Redesign

The blog was also redesigned to support:

• Trust building

• Education

• Organic acquisition

• A smoother reading experience

We created a more intuitive layout, clearer categories, and SEO-friendly content strategy around e-commerce growth, financing education, and customer success stories.

5. Retention Strategy

Even with strong retention metrics, we aimed to improve:

• Renewal touchpoints

• Personalized content for each user

• Reports and notifications tailored to their financing history

• Timely updates on new opportunities

The goal: keep clients engaged, informed, and confident in their long-term partnership with Fairplay.

Impact

Increased conversion — a significant boost in new prospect conversions thanks to clearer messaging, better UX patterns and a more intuitive registration flow.

Higher trust — users understood the model faster and felt more confident in taking the next step.

Better content performance — the redesigned blog saw improved engagement, longer sessions, and increased organic traffic.

Learnings

There’s always more behind the UI
A product may be functional, but UX often uncovers deeper operational, communication, and strategic issues that need alignment.

Trust is everything
A confused user won’t convert. Speaking their language without too much technical jargon is key in fintech.

The best design comes from many voices
Co-creating with non-designers brought invaluable insights and created a stronger internal alignment.