Aligning UX with Business Strategy: Torpago’s Redesign
Redesigning Torpago’s website to improve clarity, engagement, and conversion for its new banking-focused audience.
Background
Torpago is a fintech company specializing in white-label credit card solutions, enabling banks to launch and manage their own branded payment programs. Previously, Torpago operated as a corporate credit card and spend management platform, serving businesses directly. However, after securing major banking partnerships and closing a Series B funding round, the company pivoted to focus solely on providing white-label solutions for financial institutions.
This strategic shift required a complete repositioning of the brand and website, as the existing site was designed for business customers rather than banks.
The ideation phase involved empathizing with users by creating personas and understanding their pain points.
Designing the information architecture tailored to the needs of the three distinct user roles.
Designing the information architecture tailored to the needs of the three distinct user roles.
Approach
To position Torpago as the go-to provider for banks launching branded payment solutions, the UX process focused on research, strategy, and iterative design.
I began with user research to understand banking partners' needs, shaping a sitemap and user flow for seamless navigation. Iterative wireframing and prototyping refined usability, while branding, visual, and communication strategies ensured clarity and consistency. High-fidelity design finalized a polished experience, optimizing adoption and reinforcing Torpago’s credibility in the financial sector.
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03 Months
01 Product Designer
01 Web Designer
01 Engineer
01 Project Manager
01 Marketing Manager -
12 Landing pages
01 Branding Guideline
01 Visual Strategy
01 Communication Strategy
01 Sitemap -
As Lead Product Designer, I led the website redesign with the support of a design agency to refine brand messaging, optimize user flows, and create a seamless experience that clearly communicated Torpago’s new value proposition.
Expected Impact & Next Steps
The redesigned website will help banking executives & decision-makers quickly find key information, understand Torpago’s value, and take action. By improving navigation, content structure, and CTAs, we expect:
Faster access to product details with a clearer information hierarchy.
Higher engagement through improved content structure and readability.
More demo requests with optimized CTAs and a streamlined conversion flow.
Lower bounce rates by reducing friction in key user pathways
Post-launch, we’ll track:
User interactions with heatmaps and session recordings.
Engagement & drop-off rates via Google Analytics.
Demo request conversions through Hubspot.
Direct feedback from banking executives to refine the experience.
These insights will drive ongoing optimizations, ensuring the site effectively converts banks into partners.
