Elfin Market website
CONTEXT
In 2021 Elfin Market rebranded and my task was to redesigned their website to match. The project had several stages, starting with public pages and slowly improving customer dashboard afterwards.
KEY PHASES
New branding meant full redesign of both public and account pages over several key phases:
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Focus of this case study
01 Public pages — full redesign
Public pages were a priority as Elfin had a deadline in mind for the full launch of their card (beta stage at that point)
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02 User dashboard — MVP
User profile and dashboard had a basic redesign to match the new branding, howerver, the full redesign followed after the card launch
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03 User dashboard — full redesign
User dashboard was and ongoing project, while we added new features and improved UX along UI
CHALLENGE
The previous site suffered from unclear navigation, inconsistent branding, and poor mobile usability. Users struggled to understand the product quickly, leading to high drop-off rates.
When I joined the project, the existing Elfin Market website felt dated, inconsistent, and was difficult to use. Although the information was there, the overall experience lacked clarity, structure, and a sense of trust that's critical for a financial product.
SOLUTIONS
We introduced a clean, modern visual system with improved spacing, typography, and colour use to build trust and make information easier to scan.
The content was restructured to highlight key benefits and guide users through simplified steps, supported by consistent CTAs and visual cues.
IMPACT
The redesign improved trust and reflects the quality of the product offered
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01 Stronger Brand Credibility
A cohesive visual system, consistent typography, and clearer hierarchy helped build trust and align the website with Elfin's fintech identity
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02 Higher Conversion & Engagement
Streamlined copy, visuals, and CTAs led to more users completing eligibility checks and engaging with the mobile app
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03 Code and design alignment
Having one source of truth on Figma meant less miscommunication.
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