UniTeller Website

Project

Company: UniTeller
Industry: UniTeller — Cross-Border Payments Infrastructure (Fintech / SaaS)
Scope: Global website redesign
Market: 120+ countries
Role: UX Design Lead
Focus: Repositioning the brand for enterprise audiences through improved information architecture, clearer product storytelling, and conversion-driven UX.
Impact: Elevated brand perception to align with enterprise-level infrastructure offerings, streamlined navigation to reduce friction in content discovery, and strengthened conversion pathways to support business development efforts.

Overview

Evolving a legacy fintech platform into a modern, strategic digital product showcase. I led the UX strategy and design for UniTeller’s global website overhaul, redesigning the experience to match the company’s enterprise-level ambition. The old site no longer reflected the product’s technical sophistication or served the needs of decision-makers. By restructuring the information architecture and clarifying messaging, we created a scalable platform that tells UniTeller’s story with clarity, confidence, and business value.

The Challenge

UniTeller’s old site looked visually dated and lacked strategic clarity. Key audiences, enterprise buyers, partners, and engineers, couldn’t quickly grasp what the company does, what problems it solves, or how it compares to competitors. The site needed a UX foundation that could support storytelling, trust-building, and sales enablement across complex technical offerings.

My Contribution

• Restructured the core information architecture for clearer content flow
• Defined a strategic messaging hierarchy tailored to enterprise audiences
• Designed UX frameworks that support conversion and sales engagement
• Segmented capabilities across payouts, compliance, and infrastructure layers
• Translated technical infrastructure language into structured, decision-maker-friendly communication

Approach & Design Thinking

To solve the core problem, I started with a content and UX audit of the existing site to identify major gaps in clarity, hierarchy, and user journey logic. From there, I collaborated with stakeholders to:

1. Define key user goals and business objectives. Brought internal teams on the same page about what success looks like for this site.

2. Reframe the messaging hierarchy. Moved from technical features to business outcomes that matter to buyers.

3. Rebuild the site structure. Streamlined navigation and page flows so users can find core information, like product capabilities and compliance support, with minimal friction.

4. Design for conversion and engagement. Built clear pathways toward contact, demo requests, and sales enablement pages aligned with enterprise decision-maker behaviors.

Impact & Value Proposition

The redesigned site positions UniTeller as a modern, scalable enterprise payments platform with a clear value narrative. Key outcomes include:

• Stronger alignment between product messaging and business goals
• Faster comprehension of product capabilities for technical and non-technical users
• Clear conversion pathways that support sales engagement
• A scalable UX foundation that easily accommodates future product expansions