THE SHORT CASE STUDY

A website redesign for a Swiss investment app that deserved better

How a CRO-driven redesign of arvy's website turned an unclear value proposition into a conversion-focused experience built to drive app downloads and newsletter signups for a Swiss fintech startup.

A website redesign for a Swiss investment app that deserved better

A website redesign for s Swiss investment app that deserved better

How a CRO-driven redesign of arvy's website turned an unclear value proposition into a conversion-focused experience built to drive app downloads and newsletter signups for a Swiss fintech startup.

Read the full case study

Process, research, design decisions, and what I learned.

Industry:

FinTech

Scope:

Full website redesign B2C & B2B, CRO, Copywriting

Client:

arvy

The Impact

Measured results, 6 months post-launch

+167%

User engagement

Engagement growth in Switzerland, arvy's core market, more than doubling post-launch.

~1,7%

App install click rate

From cold traffic, a strong signal for a regulated fintech product where trust is a prerequisite.

1.075

Newsletter sign-ups

First conversion baseline established, the secondary CTA goal.

+55%

Active users

Growth in active users in the 6 months following launch of the redesigned site.

*For finance/fintech websites broadly, average website conversion rate sits between 2-4%. Source clevertap.com

Analytics measurement is ongoing, the goal is to continue iterating based on real user behaviour as the data matures. One early finding has already surfaced: a bottleneck in the app's onboarding flow, pointing to the next area of focus for improving conversion end to end.

Quick project overview

The problem

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.

My role

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.

Key decisions

Came up with the co-investment model, arvy's core differentiator, (founders invest in the same companies as they offer throught the application).
Treated the chatbot logs as a free UX audit and rebuilt the IA around the five recurring questions
Split B2C and B2B at the entry point rather than forcing one narrative to serve two very different buyers.

Came up with the co-investment model, arvy's core differentiator, (owners invest in the same stocks as they offer throught the application).

Treated the chatbot logs as a free UX audit and rebuilt the IA around the five recurring questions
Split B2C and B2B at the entry point rather than forcing one narrative to serve two very different buyers.
Ranked two conversion goals: app downloads/installs as primary, newsletter signup as the low-commitment path for visitors not yet ready to invest.

Locked the structure with wireframes before any visual layer, so the redesign solved the conversion problem, not just the looks.

Ranked two conversion goals: app downloads/installs as primary, newsletter signup as the low-commitment path for visitors not yet ready to invest.
Locked the structure with wireframes before any visual layer, so the redesign solved the conversion problem, not just the looks.

Context

Arvy is a Swiss investment platform with a genuinely differentiated model: the three founders invest their own capital alongside their clients, into the same portfolio of ~30 carefully selected companies. The product was strong. The website wasn't.

Visitors left without understanding what arvy offered. The chatbot was fielding the same five questions on repeat: fees, minimum investment, how it works, a clear sign the site wasn't doing its job.

The Core problem

The core problem

Four things were killing conversion: an unclear value proposition, a visual design below standard, that didn't reflect a premium product, a weak mobile experience (for a product whose goal was app downloads), and an information architecture that forced users to ask the chatbot for basic answers.

In fintech, trust is a prerequisite for conversion. The site wasn't earning it.

What I did

Redesigned the full B2C website 19 pages across desktop, tablet, and mobile, plus a separate B2B section for institutional investors. The co-investment model, Arvy's strongest differentiator, was buried. I surfaced it in the hero. I mapped five distinct user journeys based on stakeholder interviews and chatbot data, then built the information architecture around two conversion goals: app download and newsletter signup.

Before and After, Website redesign for arvy, Cro design

FULL SITE DELIVERY

19 pages designed in total

The redesign covered the full B2C website, homepage, all investment pages, investment calculator page, fees, company, learn, FAQ, Learn(blog) and the B2B institutional section, 404page,... Each page was designed with its own conversion goal and user type in mind and optimized for Desktop/Tablet/Phone.

The wallet shows total cashback, withdrawal options (bank transfer, Bizum, PayPal), and a progress indicator toward the €10 minimum. Before reaching the threshold, users receive notifications showing exactly how close they are, a progress mechanic that drives return visits.

A referral cashback overview is also surfaced here, giving users an additional engagement loop: earn more by sharing.

B2B web design, Website redesign for arvy, Cro design

Responsive design, Website redesign for arvy, Cro design

The Insight

Every decision came back to one question: does this make a first-time visitor feel safe enough to take the next step? In a market competed entirely on price, arvy's only winning strategy was making the value so clear that price stopped being the deciding factor.

Read the full case study

LET'S WORK TOGETHER

If users can't understand your website in 5 seconds, they won't stick around for 6.

The arvy redesign started with five chatbot questions nobody could find answers to on the site. That's where the conversion problem was hiding. Yours is hiding somewhere too, let's find it.

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