Authorize.net, a leading payment gateway service provider, sought to redesign its marketing website to better educate potential customers about its services. The goal was to create a mobile-first, scalable platform that would guide users—especially business owners new to merchant accounts—through the decision-making process, ultimately leading them to sign up with Authorize.net. The project involved overhauling the informational site to make it more personalized, visually engaging, and user-friendly, while maintaining compliance with financial regulations.
Reimagining the Gateway: CX Digital Transformation
Authorize.net
The Client Project
The Challenge
The primary challenge was to simplify the complex world of payment processing for a diverse audience. Authorize.net needed a website that could effectively communicate its value proposition, security features, and pricing without overwhelming users. The existing site lacked a cohesive content strategy, personalized experiences, and a scalable design system. Success was measured by the ability to move the redesigned site into user testing, address usability issues, and launch a platform that could adapt to future business needs.
The Solution
To address these challenges, we employed a design thinking approach, starting with a comprehensive audit of the existing site. We developed persona-driven content strategies and created a custom design system using Adobe XD to ensure consistency and scalability. Key features included:
- Personalized questionnaires to curate content based on user needs.
- Customer testimonials and stories to build trust and relatability.
- Iconography and clean visuals to simplify complex information.
- Responsive templates for seamless content updates post-launch.
The Outcome
The redesigned site successfully launched, exceeding client expectations. It featured a modern, clean aesthetic that reinforced the brand's position as a trusted financial partner. The personalized content and customer-centric approach led to increased user engagement. The scalable design system allowed the client to easily update and expand the site, ensuring long-term relevance. Metrics included a smooth transition to development, positive user feedback, and a reduction in internal resistance through clear documentation and process alignment.
My Role
As one of the design leads, I accelerated the project timeline by creating a design system and managing a team to build high-fidelity prototypes for user testing. My responsibilities included:
- Leading wireframing and design efforts.
- Collaborating with cross-functional teams to ensure consistency.
- Incorporating user feedback into final designs.
- Delivering a scalable solution that aligned with business goals.
This project not only revitalized the Authorize.net digital presence but also set a foundation for future growth, emphasizing the importance of customer-centric design in the financial services industry.
Client
Authorize.net
Industry and Location
Financial Services
American Fork, UT
American Fork, UT
Project Highlights
Design Thinking
Persona-Driven Strategy
Design System
Adobe XD
Responsive Design
Persona-Driven Strategy
Design System
Adobe XD
Responsive Design
My Role
Design Leadership
Prototyping
Team Management
User Testing
Scalable Design
Prototyping
Team Management
User Testing
Scalable Design
SUMMARY
Experienced Researcher and Digital Strategy Lead with a proven track record in design thinking, user research, and data-driven design. Skilled in quantitative and qualitative research methods, market research, prototyping, customer engagement including surveys, focus groups, and remote/in-person testing. Expertise in product development, user experience design, and digital transformation with a strong technical aptitude in RStudio, Figma, responsive Web frameworks, Unreal Engine, and Unity. Demonstrated ability to lead cross-functional teams, deliver scalable solutions, and communicate insights effectively to diverse stakeholders.
