YOCO.COM

Fintech website design and direction for Yoco, a South African payments platform

Yoco needed an ecosystem that turns 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. It changed how Yoco acquires, converts and grows its community of small business owners.

I led brand and growth design at Yoco from 2019 to 2026. I headed a team of five designers and worked with marketing, product, brand and engineering to clarify how every touchpoint works, from first click to loyal customer.

The problem: a website out of step with paid media

The site was disjointed. Pages didn’t line up with paid media, conversion paths were unclear and visitors often dropped off. The team also had no repeatable system for understanding where the funnel leaked and how to fix it. My role was to close that gap by helping shape the acquisition experience.

Research: mapping the customer journey from awareness to conversion

I mapped the entire customer journey, from awareness to conversion, to uncover the hidden friction points that were costing Yoco conversions. Audits, user interviews and competitor benchmarking gave the teams a shared view of the real gaps and opportunities.

Conversion-focused design across the website and product flows

I redesigned key touchpoints across the website and product flows to turn scattered interactions into one clear, connected experience. The work focused on three things: a clearer messaging hierarchy, more consistent UI and journeys that turn browsers into merchants.

From design to build: scalable systems and experimentation

I worked closely with developers to make sure the design intent carried through to implementation. I built scalable systems, reusable components and design documentation that let the team ship consistently. The result is a funnel that works harder and keeps growing, with a customer experience that stays clear and conversion-focused as the business scales.

For a different side of my work for Yoco, see the Yoco Next event branding case study.