Brand Design . Design Systems . Web Design

Strivve Website redesign

Strivve is a B2B fintech company whose core product — card-on-file automation for banks and credit unions — is genuinely best-in-class. Their website wasn't.

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Overview

Led the redesign of Strivve’s web experience to better communicate a complex product ecosystem and evolving value proposition. The project focused on aligning product marketing, UX, and visual design into a cohesive digital presence that could scale with the business.

Scope

E2E website redesign
Design system integ.
Developer review

The team

1x Developer
6x Key stakeholders
3x Board members

Deliverables

IA / Wireframes / PT
High fidelity Design
Design System integ.
Developer handoff

My contribution

Visual design
UX/UI design
Design system integ.

Key Tools

Figma
Design tokens
Photoshop

Year

2026

The Challenge

Strivve’s platform spans multiple products and audiences, but the existing website lacked clarity, consistency, and a strong narrative. The experience needed to simplify complex offerings while clearly articulating value to financial institutions, partners, and prospective customers.

Strong portfolio work isn’t just visual—it demonstrates how design solves real business problems and communicates value clearly.

Project Constraints

  • Complex, multi-product ecosystem requiring clear hierarchy
  • Multiple target audiences with different needs and levels of familiarity
  • Existing messaging lacked cohesion across pages and touchpoints
  • Need to balance brand credibility with modern, engaging design
  • Ongoing product evolution required a flexible, scalable system

The Process

Audit, SWOT & Problem Framing

Evaluated the existing site experience, identifying gaps in messaging clarity, user flow, and visual consistency. Mapped key user journeys across core audiences.

IA & Messaging Analysis

Redefined site structure and navigation to better reflect product relationships. Built a messaging framework that simplified technical concepts into clear, benefit-driven narratives.

Wireframing & Experience Design

Developed low- to mid-fidelity wireframes to establish layout patterns, content hierarchy, and conversion pathways across key pages.

Visual Design & Systemization

Created a scalable design system—including typography, color, components, and interaction patterns—to ensure consistency across the entire site.

Implementation & Iteration

Collaborated across teams to bring the experience to life, refining layouts and content based on feedback and evolving business needs.

Outcome

  • Delivered a cohesive, modern web experience aligned with Strivve’s evolving brand
  • Simplified complex product offerings into clear, digestible narratives
  • Improved user flow and content hierarchy across key pages
  • Established a scalable design system to support future growth
  • Created a stronger foundation for product marketing and storytelling

Reflection

This project reinforced the importance of structure in storytelling. When dealing with complex products, clarity isn’t just a design decision—it’s a strategic one.

By focusing on information architecture and narrative first, the final experience became more intuitive, scalable, and aligned with both user needs and business goals.

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Have A Project In Mind?

I can help your business by designing a: Website, digital product, design system, brand/identity, marketing strategy, or print projects.‍
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Currently based in Seattle, WA - available for remote  hybrid Product Designer roles

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© 2025 Mario G. Leigh · Product Designer · Seattle, WA