Visa • UX Design Lead • 2024
Driving Visa’s ambition to be customer-centric
Service Design • CX Strategy
A series of initiatives aimed at driving demand generation by redefining Visa’s digital ecosystem and customer engagement experience across the US and Europe.
Overview
Visa B2B and Acceptance Solutions (VAS) faced a diluted value proposition, making it less competitive as a trusted payments provider. Customers were increasingly switching to Stripe, Adyen, and Mastercard. Our design challenge was to reposition Visa as a leader in payments acceptance by shifting from a product-centric approach to a customer-centric digital ecosystem.
Our approach:
To achieve this, we implemented the following strategic initiatives:
Re-defining four key audience segments through a behavioral-led approach.
Developing a new information architecture (IA) aligned with audience mental models.
Defining a comprehensive content strategy to enable business drivers.
Designing intuitive, demand-generating pages optimized for behavioral influencers.
My role
I led the end-to-end UX design process, collaborating with our behavioral service design lead, project manager, and Visa’s internal brand team.
Results & impact
36+
Audience-centric pages launched on Visa B2B corporate website.
66%
Uplift in SEO and site traffic upon launch.
100%
Client satisfaction leading to a long-term contract with AnalogFolk as their trusted digital partner.
Discovering the business landscape
As with any design challenge, I started by deeply understanding Visa’s digital payments ecosystem—what’s working, what’s not, and how we can bridge the gap to their vision.
Audits
Experience Audit
A heuristic review of the site experience, information architecture, and content strategy helped us identify gaps and opportunities to optimize the user journey.
Competitor Audit
Analyzing industry best practices from Stripe, Adyen, Mastercard, and Square provided insights into content discoverability and streamlining pathways to demand-generation.
Client UX workshops
To align with stakeholders, I led three workshops, keeping clients close to the design process, gathering iterative insights, and validating our approach.
To ensure alignment with Visa’s broader B2B and corporate digital ecosystem, we examined internal documentation on product strategy, growth drivers, and future vision.
Data Audit
Site traffic analysis, including SEO and performance metrics, revealed funnel drop-offs and conversion opportunities. We partnered with SEO provider Merkle Insights for a comprehensive review, keeping data at the center of our approach.
Defining an audience value framework
What we learned…
A customer-centric strategy required aligning site architecture and content with the core needs of four key audience segments.
A behavioral-led approach meant improving content relevancy to key business objectives, guiding prospects through the funnel.
A human-language narrative was essential—eliminating industry jargon to ensure clarity and accessibility for prospect customers.
Streamlining the site structure minimized friction, reduced cognitive overload, and made revenue-driving content more discoverable.
How the insights informed our approach…
Three guiding principles that bridged our insights with expectations:
Audience-Centric Content – Aligning site structure with user needs to create an intuitive experience.
Human-Language Navigation – Using clear, action-oriented language to enhance content discoverability.
Seamless Ecosystem Integration – Ensuring the new structure fit within Visa’s broader B2B corporate digital ecosystem.
I used these principles to explore three strategic approaches for structuring the site and content strategy.
How we validated our approach…
To test our hypotheses, I led a collaborative working session with our client, presenting the three site approaches for review. Our goal was to challenge their initial ask, encouraging them to explore alternative solutions while demonstrating how each approach could seamlessly integrate into Visa’s broader B2B digital ecosystem.
Developing the audience-centric value offering
Behavioral insights with audience profiles
Collaborating closely with our service design lead, we defined the key objectives, drivers, motivators, and blockers for each of the four audience segments. Keeping behavior at the core of our design process, this acted as an anchor for making key decisions bringing to life our concept.
Human-language navigation
We adopted a conversational tone by using language like “Why Visa” and action-driven terms such as “accept, manage, resolve” to align with how audiences naturally search for information.
To showcase this approach, we presented the IA alongside Visa’s existing navigation structure, providing a clear comparison to our proposed improvements.
We designed four tailored audience pages that serve as educational hubs, demonstrating how Visa’s payment solutions drive business success for each audience segment.
Key UX enhancements:
Audience self-identification – optimized hierarchy to guide recognition of relevant solutions by featuring industry-specific customer logos, improving clarity and trust.
Contextualized payment solutions – solutions presented in direct alignment with each audience’s business objectives, ensuring relevance and immediate value.
Thought leadership & proof points – resources, data insights, and success stories were embedded alongside solution features to build credibility and enhance decision-making confidence.
Content strategy and wireframes
With a clear IA in place, we developed a content strategy focused on guiding Visa’s customers toward achieving their business goals. This informed our approach to wireframes, ensuring a streamlined, intuitive experience that drove engagement and conversion.
Personalised audience pages: driving relevance and engagement
Capability landing pages: enhancing solution relevancy
These pages prioritize audience-centric framing over product-heavy language by stripping out product-driven terminology, instead presenting solutions through the lens of audience objectives and challenges.
Key UX enhancements:
Value proposition clarity – solutions were framed around their impact on business growth rather than just listing features.
Conversational, human language – simplified messaging to ensure accessibility for a wider range of prospect customers.
Enhanced social proof & credibility – customer success stories and key performance metrics reinforced Visa as a trusted partner.
Delivering a scalable solution
In collaboration with Visa’s brand design and technical teams, we successfully integrated our customer-centric UX approach with Visa’s design system to ensure consistency and scalability across responsive web.
Final outcomes
These audience-first pages were designed to:
Reflect customer needs across four core audience segments: SMB’s, Large Enterprises, Financial Service Providers, and Technology Partners
Support the customer journey from awareness to decision-making.
Establish Visa as a thought leader and trusted advisor in payments.
Reflections
Challenges
Navigating a broad, ambiguous client and business ask.
Balancing innovative UX solutions with design system constraints.
Delivering at speed without compromising quality.
Lessons learned
Co-create with the client to unlock better solutions.
Challenge the brief - push ideas beyond the ask to drive innovation.
Stay flexible - adapt to stakeholder needs without compromising UX.