YOCO.COM

Yoco needed more than a new website, they needed an ecosystem that turned visits into sign-ups and sign-ups into thriving merchants. I led the end to end strategy for yoco.com: mapping customer flows, optimising pages for conversion, aligning performance media with landing journeys, and building systems for continuous experimentation. The result? A funnel that works harder, smarter, and keeps growing.

Yoco needed more than a new website. They needed an ecosystem that turned visits into sign-ups and sign-ups into thriving merchants. I led the end-to-end strategy for yoco.com: mapping customer flows, optimising pages for conversion, aligning performance media with landing journeys, and building systems for continuous experimentation. The result? A funnel that works harder, smarter, and keeps growing.

Turning visitors into revenue

It was a transformation of how the brand acquires, converts, and grows its community of small business owners. The site was disjointed: pages didn’t align with paid media, conversion paths were unclear, and users often dropped. Beyond that, the team lacked a repeatable system for understanding where the funnel leaked and how to fix it. My role was to bridge this gap by helping shape the acquisition experience. We started with a user research, mapping every step from first ad click to sign-up and early onboarding. We identified key drop-off points, misaligned messaging, and pages that failed to build trust and clarity. From there, I led the redesign of core landing pages and flows, bringing conversion principles and human centred UX together. This wasn’t about adding more, it was about simplifying the path to yes, clarifying value props, and removing friction. But a better funnel doesn’t stick without systems. This meant they didn’t just get new pages, they got a repeatable growth engine that could evolve as they scaled. I worked cross-functionally with Product, CRM, Brand, and Performance Marketing to ensure that ads, site, and lifecycle journeys all told the same story turning browsers into merchants.

Research

Mapped the entire customer journey from awareness to conversion to uncover hidden friction points costing the business conversions. conducted audits, user interviews, and competitor benchmarking to align teams around the real gaps and opportunities.

Design

Redesigned key touchpoints across the website and product flows to turn scattered interactions into a clear, connected experience. Focused on clarifying messaging hierarchy, improving UI consistency, and shaping journeys that convert browsers into merchants.

Development

Worked closely with developers to ensure design intention carried through to implementation. Built scalable systems, reusable components, and design documentation that empowered the team to ship with consistency, keeping the customer experience clear and conversion focused as the business grows.

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