From Confusion to Conversion: Redesigning Januar's Crypto-Fintech Website for Clarity and Growth
After multiple pivots, Januar’s website had become confusing, causing missed sales opportunities in a fast-moving crypto-fintech market.
I led a full redesign to improve clarity, trust, and conversion, aligning the structure and content with the company’s current product and growth strategy under tight constraints.
My Role
Sole UX Designer: End-to-end ownership
Timeline
~3 months
Tools
Figma, Webflow
Website
Context
When I joined Januar, the company had pivoted multiple times & as a result of that, the website didn’t reflect what the company offered anymore.
It listed outdated products, navigation was unclear, messaging was abstract and full of claims, but low on explanation.
Potential customers regularly booked sales calls just to understand what Januar did.
In addition, there were serious resource constraints. The marketing lead had just been fired and as a result of that, no files were accessible.
There were no personas, no competitor landscape, no established brand system, and no paid design tools or budget for a proper design process.
I worked directly with the CEO. He had strong opinions and urgency, but no UX or marketing background. The expectation was to “fix the website” within a month.
It quickly became clear this wasn’t a visual issue, but a structural one.
Before
The hero relied on abstract language and heavy imagery, delaying users’ understanding of the actual product and audience.
After
The homepage was redesigned to instantly convey what Januar offers, who it serves, and why they can be trusted within the first screen.
Scope & Responsibility
I was initially brought in during a one-month internship to “edit the website.” After presenting a broader restructuring vision, I was offered a contract to lead the full redesign as a sole end-to-end designer.
I worked independently across strategy, structure, messaging alignment, design, and build. There was no design team and no marketing support. Every decision — from redefining navigation to refining headlines — ran through me.
The scope expanded quickly & so did the responsibility.
Defining
the core problem
Users couldn’t answer three basic questions fast enough:
What does Januar actually do?
Is this relevant to me?
Why should I trust them?
In a compliance-heavy fintech environment, delayed understanding directly impacts conversion.
The goal was not to improve aesthetics, but to make the offering understandable within seconds.
Rebuilding the structure
Before designing the UI, I clarified the startup’s growth direction and business priorities. I mapped key audiences and restructured the product offering to create clearer positioning.
Through iterative information architecture work and 1:1 sessions with the CEO, I aligned business goals with user needs.
The homepage was rebuilt to communicate competitive value within seconds, and product pages were redesigned to be task-oriented rather than descriptive.
All decisions were made within tight constraints: no visual assets, no paid tools, and limited development capacity — prioritising clarity and usability over visual perfection.
The final navbar
The navbar was redesigned to reflect task-based navigation. Core decision-driving pages remain directly accessible, while secondary content is grouped under “Solutions” and “About us” to streamline user flow.
Using wireframes as a content tool
With no formal messaging framework in place, I treated the wireframes as a content strategy tool for speed and to avoid unnecessary meetings with the CEO.
I embedded prompts directly into the layout. For example:
“Summarize what we offer and who it’s for in 10 words.”
This shifted the conversation from “what sounds impressive” to “what does the user need to hear to understand who Januar is”.
I refined the copy toward clarity and understanding, simplified technical phrasing, and structured content for fast scanning, as I believed that in a compliance-heavy fintech space, clarity directly builds trust.
Content tools
Wireframes guided content direction through embedded prompts, and the IA clarified what each page needed to communicate before design and build.
This created alignment without excessive meetings or iteration.
Design
trade-offs
While I explored illustration and motion to elevate brand expression, I made a conscious decision to prioritise structural clarity given the timeline and resources.
The focus was on hierarchy, trust, and task-oriented product flows — reducing friction and accelerating understanding.
The restrained visual language is intentional. Every decision was measured against two questions:
Does this improve clarity?
Does this support confident decision-making?
Expanding validation before launch
Most development feedback initially came from one stakeholder. Before launch, I facilitated two cross-functional workshops (~15 people across product, tech, onboarding, and finance) to broaden perspective.
The aim was to clarify what truly sets the company apart, test audience relevance, and reduce leadership bias. The sessions surfaced overlooked strengths, exposed messaging gaps, and strengthened internal alignment.
Given time and budget constraints, this served as a pragmatic alternative to formal user testing while still bringing diverse input into the process.
Outcome
Within two weeks of launch:
Conversion to booked sales calls and email inquiries increased by 13%.
Global website traffic increased by 20%.
Sales reported that customers were less confused and better informed before entering conversations.
The CEO described the result as “exactly what we needed.”
What does this project demonstrate?
This project reflects my ability to take strong ownership of a design process, operate without predefined structure, translate business goals into clear user experiences, and manage strong founder stakeholders while maintaining strategic direction.
It demonstrates independent decision-making under uncertainty — and delivering measurable impact without a support team.
Restructuring Product Pages for Clarity
The previous product pages relied on dense text and heavy imagery, making it difficult to understand what the product actually enabled.
I redesigned the pages into structured, allowing potential clients to quickly assess operational fit.
Humanization to increase trust
After research, I understood that in the crypto-fintech space trust is very important, which is why I added elements to the site which humanized the brand. This quote from the founder is a snippet of that.
Repositioning trust signals
The partner law firm directory was previously hidden under “About us” and labelled “Advisor Directory,” limiting visibility and clarity.
I repositioned it in the primary navigation as “Legal Partners,” aligning with the company’s growth focus while strengthening trust signals at the entry point of the site.
Copyright
©2026 Judit Farkas
Contact
dzsudicorn@gmail.com
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