Transforming Purchasing Power into a Performance-Driven Platform
Selected Work
A closer look at the redesigned experience, built to simplify, support, and convert.
Simplifying Complexity to Drive Conversion Across Personas.
The website needed to explain a complex financial benefit to employees, employers, and partners while supporting sales and conversion goals.
Multiple Audiences
HR decision-makers evaluating benefits and employees seeking financial support needed distinct routes to relevant information.
Complex Product
The offering combines financial wellness, e-commerce, and employer-sponsored benefits. Users needed a straightforward explanation of how it works and who it serves.
Lack of Cohesion
Inconsistent messaging, structure, and visual language disconnected the B2B and B2C experiences.
Unclear Messaging
Buried value propositions made it difficult to understand the program’s benefits and how it differs from alternatives.
Rebuilding for Clarity, Scale, and Conversion
We organized the experience around defined audience pathways and brought the B2B and B2C sites into a shared visual framework.
Audience Funneling
Fresh Look & Feel
Mobile First Build
Page Animations
Streamlined Nav
B2B - B2C Parity
Key Design Decisions
Audience needs guided four decisions across navigation, reusable components, mobile layouts, and interaction design.
Streamlined nav bar + user journeys
The hero and navigation introduce audience-specific pathways, connecting visitors with the information relevant to their role.
Component-based design system
Reusable components support consistent layouts and simplify updates as content and business needs change.
Fully responsive, mobile-first build
Research showed that most visitors used mobile devices, so we prioritized mobile layouts before adapting the experience to larger screens.
Addition of animations, hover states, and video
Animations, hover states, and video add movement and reinforce the brand across the browsing experience.
Wireframes, Research, & More
Months of stakeholder and user interviews informed a centralized view of user intent, which directly shaped our site structure strategy.
How we built this visual system
Discovery phase
Stakeholder interviews, user insights, and existing site performance helped identify friction across B2B and B2C journeys.
Structure
We translated those findings into a revised site architecture organized by audience and use case.
UX
We refined content hierarchy and key flows, with particular attention to messaging and mobile usability.
Visual System
Typography, color, and component styles were refined into a reusable visual system.
Launch + Support
We worked with developers and stakeholders through launch, then monitored performance and refined the experience through ongoing updates.
Audience Funneling
A toggle in the homepage hero lets visitors select the experience relevant to them and see the corresponding value proposition.
A Unified Experience Built to Perform
The redesigned platform brings B2B and B2C experiences into closer alignment, with clearer messaging and audience pathways that support sales and conversion goals.
of research and development went into the design of this new site.
Custom scalable website built to serve multiple audiences with different needs.
Acquisition of Purchasing Power by PROG Holdings following the rollout of the new B2B site.
| Key Insight
Planning for updates is part of the design work. Reusable components and ongoing support give the team a practical way to refine the site after launch.
| Final Takeaway
For a multi-audience website, the central UX decision is how people find their starting point. Defining that structure early helped align content, navigation, and visual design.
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