Summary
Bound.co is a London-based fintech startup offering FX hedging solutions for SMEs. As the sole owner of Bound’s website, I led a full redesign to improve conversions, clarity, and brand experience. In two weeks, I rebuilt the homepage, product, pricing and about pages. Over time, I scaled the site further with solutions pages, customer pages, and tools, turning it into a true growth engine.
Branding uplift
+22% increase in time-on-page
+12% lift in demo conversion rate
Stack
Figma
Framer
JavaScript
Problem
The site was one of our most important digital assets, and it was underperforming:
Bounce rates were high, time on page was low, and demo conversions were stagnant. The branding didn’t reflect the company’s current or future vision. Visitors, including prospects and investors, often left without understanding what Bound actually did. Even sales avoided pointing customers to the site, knowing it confused more than it converted.
Solution
In a two-week sprint, I overhauled the entire website end-to-end, focusing first on the highest-impact pages: Home, Product, Pricing and About.
Research & Goals
To ground the redesign in real user and business needs, I started by gathering insights from both data and people. I reviewed site analytics to understand which pages drove the most traffic and where drop-offs occurred. I then spoke with our sales team and listened to dozens of recorded customer calls to hear firsthand where prospects were getting stuck.
Insights:
Analytics: The highest-traffic pages were the home, product, and pricing pages, but these also had higher bounce rates compared to the industry standard. Time-on-page was low, which suggested unclear or unengaging website copy.
Sales conversations: Prospects often didn’t understand how Bound’s product worked in practice, and sales reps struggled to explain it without visual aids. Many compared Bound directly to competitors on pricing without understanding Bound’s broader value proposition.
Customer calls: Repeated confusion around FX hedging strategy highlighted the need for clearer educational content.
Goals:
Increase inbound demo requests by clarifying Bound’s value proposition
Make the website a trusted educational resource that demystifies FX hedging
Elevate Bound’s brand presence to better match its vision and ambition
Design process
I approached the redesign by first mapping how messaging and visuals could simplify a complex product. My focus was on reducing friction: showing Bound’s value quickly, helping prospects self-educate.
Outcome
+12% increase in demo conversions from homepage/product CTAs
+22% increase in average time-on-page (product & pricing & about)
Lower bounce rates across key pages
Sales adoption: reps began directing prospects to the website as a learning tool
Brand lift: unsolicited positive feedback from partners and investors
Learnings
Design for one persona. Too many USPs overwhelm; focus each page on a specific user.
Lead with purpose, then detail. Hook visitors with the big picture before diving into complexity.
Visuals drive comprehension. Gifs and tours explained Bound better than text-heavy diagrams ever could.
Measure before you build. Next time, I’d implement event/click tracking before the overhaul to get sharper before/after insights.