Challenge
A strong product with a website that undersold it — dense jargon, unclear value, and no narrative for the different audiences arriving from very different places.
Case Study
Web · Fintech · UX/UI Design
LIVERUM WEBSITE
Crypto Payment Platform Website
Designing a marketing site that translates a complex crypto payments platform into a clear, credible story for merchants and partners.
Project Snapshot
Solution
A modular page system with clear content hierarchy, using real product screens, concrete numbers, and plain language in a calm, editorial voice that signals reliability.
Responsibilities
- UX & UI lead
- Content hierarchy & structure
- Modular page system
- Visual language
Outcome
Qualified demo requests rose 46% and bounce rate fell 30%, with prospects arriving already understanding the value.
Context
Selling trust before a single click
The product was strong but the website undersold it — dense jargon, unclear value, and no narrative for the different audiences arriving from very different places.
I owned the UX and UI of the marketing site, working to turn a feature list into a confident story about moving money safely.
Approach
Structure, clarity, and proof
I built a modular page system with a clear content hierarchy, letting each audience find their path quickly. Real product screens, concrete numbers, and plain-language explanations replaced abstract promises.
The visual language stayed calm and editorial, signalling the reliability a payments company has to project.
Outcome
A site that converts and reassures
Qualified demo requests rose and sales conversations started further along, because prospects arrived already understanding the value. The page system made ongoing marketing updates fast and consistent.
Project Context
The Liverum website is the marketing home for a complex crypto payments platform — a site that has to translate technical capability into a clear, credible story.
Why this project mattered
The site was the first handshake before any sales conversation. If it couldn't establish trust and clarity in seconds, a strong product never got the meeting.
Who it's for
Merchants, partners, and decision-makers evaluating a payments provider — arriving from very different places and needing to find their own path to value quickly.
Business goals
- Generate qualified demo requests
- Communicate trust and credibility
- Serve multiple audiences clearly
- Enable fast, consistent marketing updates
Market context
Fintech marketing sites tend toward abstract promises and jargon. Buyers had grown skeptical, rewarding sites that showed real product, concrete numbers, and plain language.
Problem Statement
How might we turn a jargon-heavy marketing site into a clear, credible narrative that lets very different buyers reach value in seconds?
01
User Problems
- Dense jargon obscures what the product does
- No clear path for different audience types
- Value proposition buried below the fold
- Abstract claims with nothing concrete to trust
02
Business Problems
- Too few qualified demo requests
- High bounce before the value lands
- Site undersells a genuinely strong product
- Marketing can't update pages quickly
03
Technical Constraints
- Built on the existing marketing CMS
- Must stay fast on mobile networks
- SEO and structured metadata requirements
- Reuse the established brand design tokens
04
Product Constraints
- Serve merchants, partners, and press together
- Modular pages editable by non-designers
- Launch aligned with a product milestone
- No new backend dependencies
Goals
01
User Goals
- Understand the product in secondsValue proposition clear above the fold, no jargon
- Find the path that fits my roleDistinct entry points for merchants, partners, press
- Trust the claimsReal product screens and concrete numbers, not abstractions
02
Business Goals
- Generate qualified demo requestsIncrease demo form completions from qualified traffic
- Reduce early drop-offLower bounce rate on key landing pages
03
Product Goals
- Ship a modular page systemReusable blocks marketing can recombine
- Enable non-designer updatesContent edits without touching layout code
Success Metrics
+46%
Qualified demo requests
quarter over quarter
-30%
Bounce rate
on landing pages
< 8s
Time to value
to grasp offering
-60%
Page build time
for marketing
Design Strategy
Research made the make-or-break moment obvious: comprehension in the first screen. Strategy prioritized clarity and proof over polish, gave each audience a self-selectable path, and built a modular system to keep the story current.
01
Key Insights
- Visitors decided before scrollingLand a plain-language value proposition above the fold
- Proof beat aspirationLead with real product screens and concrete numbers
- Different buyers needed different pathsCreate clear entry points for each audience type
02
Design Principles
Clarity before cleverness
Comprehension in seconds was the whole game
Prove, don't promise
Skeptical buyers trusted evidence over vision
Modular by design
Marketing had to move without engineering
03
Prioritization Framework
We prioritized by funnel impact, fixing the top-of-page comprehension problem before deeper pages, and building reusable blocks that paid off across the whole site.
NowHero & value proposition systemDirectly addressed the bounce-before-scroll problem
NextAudience paths & proof modulesConverted attention into qualified interest
LaterSecondary & resource pagesLower funnel impact, built on the same system
04
Success Criteria
- A visitor grasps what the product does within seconds
- Each audience finds a relevant path without hunting
- Every claim is backed by a real screen or number
- Marketing can update pages without engineering
Design Process
A content-first loop. Messaging tests kept sending us back to redefine the story for very different buyers before a single layout was locked.
- Step 01
Discover
Learned how very different buyers arrived, what confused them, and exactly where the jargon lost them.
- Interviewed sales and support on the questions buyers ask
- Reviewed analytics on entry points, bounce, and drop-off
- Audited the existing site for jargon and unclear value
- Mapped the distinct audiences landing from different sources
- Step 02
Define
Reframed the site from feature list to narrative — a clear, credible story each audience could reach in seconds.
- Defined value propositions per audience segment
- Set 'time to understand the value' as the guiding metric
- Agreed a calm, editorial, plain-language voice
- Prioritized proof: real screens and concrete numbers
- Step 03
Ideate
Explored a modular page system that could retell the story for each buyer without rebuilding every page.
- Sketched reusable content blocks and page templates
- Explored hierarchy that leads with value, not vocabulary
- Tested ways to weave real product screens into the story
- Drafted headline and messaging directions
- Step 04
Prototype
Built the key pages with real content to see whether the narrative held end to end.
- Assembled modular sections into full page flows
- Wrote plain-language copy backed by concrete numbers
- Placed real product screens as evidence, not decoration
- Prepared responsive layouts across breakpoints
- Step 05
Test
Put the pages in front of representative buyers to check they reached value fast and trusted what they read.
- Ran comprehension and first-impression sessions
- Checked whether each audience found their own story
- Measured time to grasp the core value
- Watched for any lingering jargon or confusion
- Step 06
Iterate
Tightened messaging and hierarchy, then re-tested until prospects arrived already understanding the product.
- Sharpened headlines and section order
- Cut remaining jargon and thin claims
- Re-tested comprehension with fresh buyers
- Shipped, then tracked demo requests and bounce
Final Solution
The launched marketing site earns trust and turns interest into pipeline. Three moments define it: the first impression, the credibility case, and the conversion.
01
Homepage Hero
Design Objective
Communicate what Liverum does and why it can be trusted within the first few seconds of a visit.
Key UX Decisions
A single, confident value proposition leads, backed immediately by recognizable trust signals; visual restraint and a clear primary action keep a skeptical fintech buyer from bouncing.
Outcome
Bounce rate fell as visitors understood the offer instantly instead of leaving to figure it out elsewhere.
02
Product & Proof
Design Objective
Answer the doubts that stall a merchant — security, compliance, reliability — right where they arise.
Key UX Decisions
Features are paired with concrete proof rather than adjectives, and compliance and security are placed at the exact scroll depth where hesitation historically peaked, converting skepticism into confidence.
Outcome
Visitors advanced deeper into the site and arrived at the demo request already reassured.
03
Demo Request
Design Objective
Capture qualified leads without asking for more than a ready buyer is willing to give.
Key UX Decisions
The form asks only for what sales genuinely needs, sits beside pricing context so intent is clear, and confirms the next step explicitly so a submitted lead never wonders what happens next.
Outcome
Qualified demo requests increased, giving sales a warmer, better-informed pipeline.
Results & Impact
A site built to read as credible at a glance converted more of the right visitors into pipeline — while a modular system let marketing ship pages without waiting on engineering.
Business Outcomes
User Outcomes
- A confident, single-message hero backed by immediate trust signals
- Proof placed exactly where skepticism historically peaked
- A lean demo form asking only for what sales needs
- A modular block system for fast, on-brand page assembly
- 01Credibility is a layout decision — proof must sit where doubt arises.
- 02Reading visitor intent lets one page serve buyers and researchers alike.
- 03A block system multiplies design impact long after launch.
- Qualified demo requestsQuarter prior+46%
- Bounce rateLanding pages-30%
- Time to valueSlow to grasp< 8s
- Page build timeEng-dependent-60%
Reflection
A marketing site looks simple from the outside, but this one taught me how much strategy hides behind a hero section. The hardest part wasn't the visuals — it was earning agreement on a single, honest message.
- Leading with one clear value proposition, backed by proof, gave the whole site a spine.
- Placing credibility exactly where doubt peaked turned skepticism into momentum.
- A modular block system meant the site kept improving long after I handed it off.
- I'd set up conversion tracking and A/B infrastructure before launch, not after.
- I'd write the core messaging with sales and real customers earlier in the process.
- I'd document the block system more thoroughly so non-designers use it confidently.
Challenges & Trade-offs
One message vs. many stakeholders
Every team wanted their feature in the hero. The trade-off was ruthless prioritization — championing a single message and moving everything else deeper — which meant disappointing people in service of the visitor.
Polish vs. flexibility
Highly art-directed pages convert, but they're rigid. I leaned toward a flexible block system, accepting slightly less bespoke polish so marketing could ship independently without me in the loop.
- 01Conversion is a content and hierarchy problem long before it's a visual one.
- 02Proof beats adjectives; skeptical buyers trust specifics, not enthusiasm.
- 03Designing for handoff — systems over pages — extends your impact past launch.
- Personalized landing pages tuned to traffic source and visitor intent.
- An ongoing experimentation program to keep refining conversion over time.
- Localized versions to support expansion into new markets.
