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.
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.
Process, research, design decisions, and what I learned.
Process, research, design decisions, and what I learned.
Process, research, design decisions, and what I learned.
Industry:
FinTech
Scope:
Full website redesign B2C & B2B, CRO, Copywriting
Client:
arvy
Quick project overview
Quick project overview
The problem
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
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
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.
The Impact
The Impact
The Impact
Measured results, 6 months post-launch
Measured results, 6 months post-launch
+55%
+55%
Active users
Growth in active users in the 6 months following launch of the redesigned site.
+167%
+167%
User engagement
Engagement growth in Switzerland, arvy's core market, more than doubling post-launch.
~1.7%
~1.7%
App install click rate
From cold traffic, a strong signal for a regulated fintech product where trust is a prerequisite.
1.075
1.075
Newsletter sign-ups
First conversion baseline established, the secondary CTA goal,
*For finance/fintech websites broadly, average website conversion rate sits between 2-4%. Source clevertap.com
*For finance/fintech websites broadly, average website conversion rate sits between 2-4%. Source clevertap.com
*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.
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.
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.
Context
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.
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
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.
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.
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
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.
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.
FULL SITE DELIVERY
19 pages designed in total
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.
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 Insight
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.
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.
LET'S WORK TOGETHER
LET'S WORK TOGETHER
If users can't understand your product in 5 seconds, they won't stick around for 6.
If users can't understand your product in 5 seconds, they won't stick around for 6.
If users can't understand your product 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.
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.
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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