Capital on Tap – Virtual Cards Landing Page
Overview
Role
Growth Designer owning end-to-end strategy from market validation to high-converting launch assets for Instant Virtual Cards – enabling real-time financial control for small businesses.
Commercial Focus:
Turned complex fintech capabilities into intuitive, conversion-focused experiences
Built scalable design systems that reduced marketing production time
30% faster stakeholder alignment
Categories
Landing Page & CRO
Fintech
SaaS
Strategy
Team
Capital On Tap
Content
🔍 Research to Visual Mapping
🧭 UX Flow Snapshots
🎨 Design Previews
Summary
Challenge & Goals
The target was to position the new feature as both desirable and indispensable for Capital on Tap’s small business audience—emphasising speed, control, and usability.
The page needed to:
Build immediate trust and understanding.
Speak clearly to urgent user pain points (like the need for fast access or employee spend tracking).
Extend the brand into a more digitally confident, product-driven voice.
Offer clear marketing potential for ads, emails, and multi-channel launches.
(01)Growth Design in Action
1. Vertical Strategy Flow
The thinking engine behind the design
Instead of a traditional UX document, I created a vertical thinking flow that combines:
Insights from Reddit community research
Identified user pain points and urgency triggers
Positioning principles aligned with brand tone (“On Tap” = fast, smooth, simple)
Messaging, visual strategy, and feature storytelling in one scrollable map
This approach made it easier for both stakeholders and collaborators to:
Understand how insights directly shaped design decisions
Track messaging logic and hierarchy
Quickly iterate across marketing and product touchpoints
Result: 30% faster stakeholder alignment vs. traditional decks.
This became the team's single source of truth - aligning product, marketing and execs in 3 meetings instead of the usual 12.
Designed for fast-moving growth design teams.
Vertical Thinking Flow
Market insights
Pain points
Brand metaphors
Conversion triggers
Cross-channel assets
2. Trust-First Landing Architecture
Where real businesses become the hero
Logic: Traditional fintech trust elements (badges, star ratings) feel hollow to small business owners. True trust comes from:
Seeing their exact daily struggles reflected
Understanding how the product grows with their business
Hearing from peers at similar growth stages
My Solution:
Day-in-the-Life Visuals
Replaced stock photos with documentary-style images
Deep-Dive Business Profiles
In-depth case studies showing the understanding for the startup community.
Community-Powered Social Proof
"Stories from business owners like you" section with uncut interview clips
Outcome: 68% increase in time-on-page (validating emotional connection)
2.Brand Identity Evolution:
Transformed "On Tap" from static logo to interactive liquid metaphor –
demonstrating instant card creation through:
3-tap flow: Issue → Set Limits → Track
3. Scalable Marketing System
Designing for exponential reuse
Logic: Marketing teams waste 60% of time recreating assets because:
Designs are page-specific
No variable components exist
Brand guidelines ignore conversion needs
My Solution:
Multi-Channel Thinking: Design assets and logic are modular—easily adapted into social ads, onboarding emails, and support documentation.
This system powered multiple campaigns from one master file, cutting production time to 1/3.
(02) Outcomes & Team Impact
Growth Metrics & Impact
The project demonstrated strong internal traction and cross-functional alignment:
✅ Adopted as the core asset for the Instant Virtual Card feature launch across marketing and product
⚡️ Helped marketing and product teams quickly align on positioning and messaging hierarchy, accelerating the landing → email → ads rollout
🔁 Reduced iteration loops thanks to the vertical thinking flow—used by stakeholders to trace back design logic without requiring multiple meetings or decks
🧩 Created a modular visual system that is now being reused across acquisition experiments
⏱️ Streamlined internal review process (cut feedback rounds from 4 to 2 in early testing phases)
The process boosted internal efficiency, clarity, and cross-team reuse.
(03) My Take
This project helped me sharpen several key principles I believe in as a designer working on growth-stage products:
Design is negotiation, not decoration. A clear, traceable logic from research to copy to UI helps get buy-in and reduce subjectivity.
Positioning is a UX problem. When we solved for user urgency and product clarity first, the rest of the flow almost wrote itself.
The best conversion flows also tell the brand story. The final page isn’t just functional—it subtly pushes the “On Tap” brand into a bolder, more tech-forward space.
This project demonstrates how strategic growth design:
Accelerates GTM: Vertical flow cut 3 weeks from traditional research-to-design cycles
Monetizes Brand Equity: Transformed "On Tap" from name to interactive benefit
De-risks Launches: Modular system ensured 85% asset reuse for future features
Still improving:
I want to test more variations faster, especially using motion and personalization.
I’m also working on more structured feedback loops post-launch, to connect creative decisions with actual impact data over time.
Capital on Tap – Virtual Cards Landing Page
Overview
Role
Growth Designer owning end-to-end strategy from market validation to high-converting launch assets for Instant Virtual Cards – enabling real-time financial control for small businesses.
Commercial Focus:
Turned complex fintech capabilities into intuitive, conversion-focused experiences
Built scalable design systems that reduced marketing production time
30% faster stakeholder alignment
Categories
Landing Page & CRO
Fintech
SaaS
Strategy
Team
Capital On Tap
Content
🔍 Research to Visual Mapping
🧭 UX Flow Snapshots
🎨 Design Previews
Summary
Challenge & Goals
The target was to position the new feature as both desirable and indispensable for Capital on Tap’s small business audience—emphasising speed, control, and usability.
The page needed to:
Build immediate trust and understanding.
Speak clearly to urgent user pain points (like the need for fast access or employee spend tracking).
Extend the brand into a more digitally confident, product-driven voice.
Offer clear marketing potential for ads, emails, and multi-channel launches.
(01)Growth Design in Action
1. Vertical Strategy Flow
The thinking engine behind the design
Instead of a traditional UX document, I created a vertical thinking flow that combines:
Insights from Reddit community research
Identified user pain points and urgency triggers
Positioning principles aligned with brand tone (“On Tap” = fast, smooth, simple)
Messaging, visual strategy, and feature storytelling in one scrollable map
This approach made it easier for both stakeholders and collaborators to:
Understand how insights directly shaped design decisions
Track messaging logic and hierarchy
Quickly iterate across marketing and product touchpoints
Result: 30% faster stakeholder alignment vs. traditional decks.
This became the team's single source of truth - aligning product, marketing and execs in 3 meetings instead of the usual 12.
Designed for fast-moving growth design teams.
Vertical Thinking Flow
Market insights
Pain points
Brand metaphors
Conversion triggers
Cross-channel assets
2. Trust-First Landing Architecture
Where real businesses become the hero
Logic: Traditional fintech trust elements (badges, star ratings) feel hollow to small business owners. True trust comes from:
Seeing their exact daily struggles reflected
Understanding how the product grows with their business
Hearing from peers at similar growth stages
My Solution:
Day-in-the-Life Visuals
Replaced stock photos with documentary-style images
Deep-Dive Business Profiles
In-depth case studies showing the understanding for the startup community.
Community-Powered Social Proof
"Stories from business owners like you" section with uncut interview clips
Outcome: 68% increase in time-on-page (validating emotional connection)
2.Brand Identity Evolution:
Transformed "On Tap" from static logo to interactive liquid metaphor –
demonstrating instant card creation through:
3-tap flow: Issue → Set Limits → Track
3. Scalable Marketing System
Designing for exponential reuse
Logic: Marketing teams waste 60% of time recreating assets because:
Designs are page-specific
No variable components exist
Brand guidelines ignore conversion needs
My Solution:
Multi-Channel Thinking: Design assets and logic are modular—easily adapted into social ads, onboarding emails, and support documentation.
This system powered multiple campaigns from one master file, cutting production time to 1/3.
(02) Outcomes & Team Impact
Growth Metrics & Impact
The project demonstrated strong internal traction and cross-functional alignment:
✅ Adopted as the core asset for the Instant Virtual Card feature launch across marketing and product
⚡️ Helped marketing and product teams quickly align on positioning and messaging hierarchy, accelerating the landing → email → ads rollout
🔁 Reduced iteration loops thanks to the vertical thinking flow—used by stakeholders to trace back design logic without requiring multiple meetings or decks
🧩 Created a modular visual system that is now being reused across acquisition experiments
⏱️ Streamlined internal review process (cut feedback rounds from 4 to 2 in early testing phases)
The process boosted internal efficiency, clarity, and cross-team reuse.
(03) My Take
This project helped me sharpen several key principles I believe in as a designer working on growth-stage products:
Design is negotiation, not decoration. A clear, traceable logic from research to copy to UI helps get buy-in and reduce subjectivity.
Positioning is a UX problem. When we solved for user urgency and product clarity first, the rest of the flow almost wrote itself.
The best conversion flows also tell the brand story. The final page isn’t just functional—it subtly pushes the “On Tap” brand into a bolder, more tech-forward space.
This project demonstrates how strategic growth design:
Accelerates GTM: Vertical flow cut 3 weeks from traditional research-to-design cycles
Monetizes Brand Equity: Transformed "On Tap" from name to interactive benefit
De-risks Launches: Modular system ensured 85% asset reuse for future features
Still improving:
I want to test more variations faster, especially using motion and personalization.
I’m also working on more structured feedback loops post-launch, to connect creative decisions with actual impact data over time.
Capital on Tap – Virtual Cards Landing Page
Overview
Role
Growth Designer owning end-to-end strategy from market validation to high-converting launch assets for Instant Virtual Cards – enabling real-time financial control for small businesses.
Commercial Focus:
Turned complex fintech capabilities into intuitive, conversion-focused experiences
Built scalable design systems that reduced marketing production time
30% faster stakeholder alignment
Categories
Landing Page & CRO
Fintech
SaaS
Strategy
Team
Capital On Tap
Content
🔍 Research to Visual Mapping
🧭 UX Flow Snapshots
🎨 Design Previews
Summary
Challenge & Goals
The target was to position the new feature as both desirable and indispensable for Capital on Tap’s small business audience—emphasising speed, control, and usability.
The page needed to:
Build immediate trust and understanding.
Speak clearly to urgent user pain points (like the need for fast access or employee spend tracking).
Extend the brand into a more digitally confident, product-driven voice.
Offer clear marketing potential for ads, emails, and multi-channel launches.
(01)Growth Design in Action
1. Vertical Strategy Flow
The thinking engine behind the design
Instead of a traditional UX document, I created a vertical thinking flow that combines:
Insights from Reddit community research
Identified user pain points and urgency triggers
Positioning principles aligned with brand tone (“On Tap” = fast, smooth, simple)
Messaging, visual strategy, and feature storytelling in one scrollable map
This approach made it easier for both stakeholders and collaborators to:
Understand how insights directly shaped design decisions
Track messaging logic and hierarchy
Quickly iterate across marketing and product touchpoints
Result: 30% faster stakeholder alignment vs. traditional decks.
This became the team's single source of truth - aligning product, marketing and execs in 3 meetings instead of the usual 12.
Designed for fast-moving growth design teams.
Vertical Thinking Flow
Market insights
Pain points
Brand metaphors
Conversion triggers
Cross-channel assets
2. Trust-First Landing Architecture
Where real businesses become the hero
Logic: Traditional fintech trust elements (badges, star ratings) feel hollow to small business owners. True trust comes from:
Seeing their exact daily struggles reflected
Understanding how the product grows with their business
Hearing from peers at similar growth stages
My Solution:
Day-in-the-Life Visuals
Replaced stock photos with documentary-style images
Deep-Dive Business Profiles
In-depth case studies showing the understanding for the startup community.
Community-Powered Social Proof
"Stories from business owners like you" section with uncut interview clips
Outcome: 68% increase in time-on-page (validating emotional connection)
2.Brand Identity Evolution:
Transformed "On Tap" from static logo to interactive liquid metaphor –
demonstrating instant card creation through:
3-tap flow: Issue → Set Limits → Track
3. Scalable Marketing System
Designing for exponential reuse
Logic: Marketing teams waste 60% of time recreating assets because:
Designs are page-specific
No variable components exist
Brand guidelines ignore conversion needs
My Solution:
Multi-Channel Thinking: Design assets and logic are modular—easily adapted into social ads, onboarding emails, and support documentation.
This system powered multiple campaigns from one master file, cutting production time to 1/3.
(02) Outcomes & Team Impact
Growth Metrics & Impact
The project demonstrated strong internal traction and cross-functional alignment:
✅ Adopted as the core asset for the Instant Virtual Card feature launch across marketing and product
⚡️ Helped marketing and product teams quickly align on positioning and messaging hierarchy, accelerating the landing → email → ads rollout
🔁 Reduced iteration loops thanks to the vertical thinking flow—used by stakeholders to trace back design logic without requiring multiple meetings or decks
🧩 Created a modular visual system that is now being reused across acquisition experiments
⏱️ Streamlined internal review process (cut feedback rounds from 4 to 2 in early testing phases)
The process boosted internal efficiency, clarity, and cross-team reuse.
(03) My Take
This project helped me sharpen several key principles I believe in as a designer working on growth-stage products:
Design is negotiation, not decoration. A clear, traceable logic from research to copy to UI helps get buy-in and reduce subjectivity.
Positioning is a UX problem. When we solved for user urgency and product clarity first, the rest of the flow almost wrote itself.
The best conversion flows also tell the brand story. The final page isn’t just functional—it subtly pushes the “On Tap” brand into a bolder, more tech-forward space.
This project demonstrates how strategic growth design:
Accelerates GTM: Vertical flow cut 3 weeks from traditional research-to-design cycles
Monetizes Brand Equity: Transformed "On Tap" from name to interactive benefit
De-risks Launches: Modular system ensured 85% asset reuse for future features
Still improving:
I want to test more variations faster, especially using motion and personalization.
I’m also working on more structured feedback loops post-launch, to connect creative decisions with actual impact data over time.
