Rebuilding Trust on a Fintech Site
- Date
- Apr 2020 - Jun 2020
- Client
- Påmind
- Service
- User researchUX designUI designWireframingPrototypingWebflowCopywriting
In short
Påmind helps people cut their monthly subscriptions, but the old site wasn't earning enough trust for visitors to sign up and connect BankID. I redesigned and rebuilt the landing page around that one problem: trust.
The problem
The product was solid, but the site wasn't doing it justice. People hesitated at exactly the wrong moment, right before handing over BankID and signing up. Digging into Google Analytics, Hotjar, and a few user interviews, the worries were consistent: Is this safe? Are there hidden costs? How does this actually work? The old "How it works" section didn't answer enough, and the sign-up felt like a chore.
What I changed
The fix was less about flash and more about reassurance, putting the answers to those worries front and centre: leading with the assurances people cared about, like no hidden costs, right in the hero; showing partner logos and Trustpilot reviews to borrow some credibility; and expanding the "How it works" section so there were no unanswered questions before sign-up.
Role and scope
This was a focused execution job, and I owned it end to end as the sole designer: research, design, and the full Webflow build, shipped in about a month. It was a long time ago, so I don't have post-launch numbers to point to, but the redesign gave Påmind a clearer, more trustworthy site that actually spoke to why people hesitated.
