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In 2022 Wise underwent a strategic shift to redefine its position in the market. The goal was clear: evolve from being seen as a remittance utility to becoming the best international account for individuals and businesses. Achieving this required a cohesive, multi-faceted approach that spanned product, design, and brand.
Impact
🔼 10.7% increase in Account conversions from Homepage
🔼 8% registration rate improvement from Homepage
🔼 7.9% increase in conversion on the new Card LP
🔼 9.7% increase in conversion on new Account LP
🔼 16% increase in proxy conversions from new app intro screens
🔼 KPI reached of 100% accessible App Onboarding
Role & Responsibilities
As Principal Product Designer, I led the end-to-end redesign of Wise’s logged-out experience across web, app, and App Stores—re-positioning it as an international account. Partnering with cross-functional teams, I integrated a new narrative, improved usability, and boosted engagement by guiding content design, user research, A/B testing, and design strategy, ultimately delivering a cohesive, high-conversion experience for prospective new customers.
A holistic overhaul
We began by implementing updates at the page level while overhauling the global information architecture (IA). This included redesigning the navigation and refining user journeys across all logged-out touchpoints. The result was a website that was not only more intuitive but also positioned Wise as the solution for international banking needs.
The homepage is the most important brand touchpoint. To go live with the highest impact possible we landed on a globe concept to effectively communicate ‘Money for here, there and everywhere’.
To ensure alignment across all channels, we extended these improvements to app intro screens and app store creatives. These touchpoints were reimagined to introduce Wise’s value proposition effectively and consistently, driving user acquisition and engagement.
Expanding Wise’s reach required a tailored approach for its biggest growth markets. We localized key aspects of Wise.com, including content, navigation, and user flows, to meet the needs of diverse audiences worldwide, driving relevance and adoption in critical regions.
