THE FULL CASE STUDY
Industry:
FinTech
Scope:
Full website redesign B2C & B2B, CRO, Copywriting
Client:
arvy
arvy had a genuinely strong investment product but with a website that buried its value. Curious visitors arrived, failed to get the answers they needed to trust a regulated product with their money, and left before converting. In fintech, an unanswered question isn't friction, it's a trust failure, and trust is the whole funnel.
Solo designer and CRO lead across the full engagement: discovery and competitor research, persona definition, information architecture, conversion copywriting, and the end-to-end redesign of 19 responsive pages across both the B2C and B2B sides of the business. I also owned the handoff, working closely with the development team and overseeing implementation to make sure the build matched the design intent down to the detail.
CONTEXT
What was really at stake
This wasn't a traffic problem, arvy had interested visitors. It was a conversion problem: curious people leaving before they trusted the product enough to act. When the product is solid, every lost visitor is revenue the website is quietly giving away.
THE CHALLENGE
arvy founding team, kick off interview
Inconsistent colors, typography, and buttons across pages. The design didn't reflect a premium product, it reflected a bootstrapped startup. That mismatch actively damaged trust.
The site was technically responsive but not mobile-optimised. Given that the primary goal was app downloads, this was a critical gap, most users would be exploring on their phones first.
The chatbot was carrying the site
The five most common chatbot questions, fees, minimum investment, how it works, transaction timing, automation, revealed that none of this information was surfaced clearly on the site.
DISCOVERY & RESEARCH
The Swiss fintech investment market is crowded, but almost entirely competed on price. Findependent, VIAC, Selma, Inyova: all of them lead with how cheap they are. arvy can't win that race and shouldn't try. At 0.99% all-in versus competitors at 0.29-0.68%, the only winning strategy is perceived value so that high price stops being the deciding factor.
The stakeholder interview made this clear: qualitative feedback already indicated users don't mind paying more if the perceived value adds up. The redesign's job was to make that value undeniable on the first visit.
Founders co-invest their own capital alongside clients, no competitor does this
Active, quality-focused portfolio of ~30 companies, not passive index ETFs
Weekly educational content explaining what they own and why
CHF 100 minimum, lower than most Swiss competitors
FINMA regulated, CHF 50M+ under management within 6 months of launch
USER UNDERSTANDING
What users actually need from this site
Understand what arvy is in the first five seconds
Feel safe enough to take the next step
Find fee and minimum investment information without hunting for it
See social proof from real users, not just the founders
Have a clear, low-friction path to downloading the app or joining the newsletter
arvy's user personas
The curious beginner
Wants to start investing but doesn't know where. Needs clear language, no jargon, and a sense that this is designed for people like them.
The cautious researcher
Comparing platforms before committing. Needs fees, minimums, and differentiation surfaced clearly, without having to dig or ask the chatbot.
The content consumer
Not ready to invest yet but interested in arvy's weekly content. Needs a frictionless newsletter signup and a reason to keep coming back.
The persona challenge
The cautious researcher is the one the old site failed hardestm, they need proof, and proof was buried. Naming all three let me decide what each section had to do, and gave the secondary newsletter goal a clear owner instead of treating every visitor as a "would-be installer".
Serving three mindsets on one homepage meant nobody got a bespoke page. I prioritised the cautious researcher in the hero hierarchy because they're closest to the primary goal,an install, and let the beginner and content consumer be served further down. Designing for the install-ready visitor first kept the page from becoming a compromise that converted no one.
INFORMATION ARCHITECTURE
DESIGN PROCESS
DESIGN . Homepage
The old hero failed on three fronts: it didn't explain what arvy was, it didn't communicate who was behind it, and it didn't give users a clear first action. The new hero surfaces the co-investment model in the second sentence, and presents two clear CTAs , Download App as primary, Join Newsletter as secondary.
Below the fold, the "Why arvy" section replaces a generic feature list with a human-led narrative: experienced investors who left banking, investing alongside you, explaining what they own and why. This is the story that justifies the premium, and it needed to be told visually, not just in copy.
DESIGN . Content
arvy's weekly newsletter "Weekly by arvy" is both a product differentiator and a conversion step. Users who aren't ready to download the app can stay engaged through content, and content readers convert to app users at a much higher rate than cold visitors.
The Learn section was redesigned to serve this funnel: users arrive from social, read an article, encounter the newsletter signup in context, and either subscribe or download the app directly. The blog is the top of a second conversion path that runs parallel to the main download funnel.
The CRO logic
a newsletter signup is a low-commitment yes. It keeps a not-yet-ready visitor in arvy's orbit until trust builds enough to install, turning content from a cost centre into the top of the funnel.
DESIGN . B2B side
Arvy operates two separate business lines. The B2C site, the primary focus of this redesign,targets individual app users. The B2B side serves institutional investors who access the arvy Equity Fund directly through their existing bank accounts.
These audiences have fundamentally different decision-making processes. Institutional investors aren't downloading an app, they're evaluating a fund for professional portfolios. The B2B section required its own entry point, its own messaging hierarchy, and its own trust architecture: Swiss roots, local presence, German-language communication, and professional track record.
Trade off
Two entry points means more pages to design, maintain and keep consistent, real cost for a small team. I judged it worth it because a blended message would have under-served the higher-value B2B relationships to make the retail page slightly simpler. Protecting conversion on both audiences mattered more than minimising the page count.
FULL SITE DELIVERY
