Wave Financial

Data-driven design for a fintech leader

As a startup in the fast-moving fintech space, Wave has built a top tier product with over 3 million customers to date. I worked closely with teams across marketing, product and customer success to ensure our acquisition and communication initiatives were fully supported by imaginitive, data-driven design work.

Optimizing the path to conversion

In collaboration with the Demand Gen Manager, I led conversion rate optimization efforts on Wave's marketing site and peripheral properties.

I developed new research initiatives (user tests, heatmaps, surveys and screen observations) to better understand how customers were interacting with our digital marketing assets. Data gathered from this research directed a continuous loop of CRO experiments.

Bringing the brand to life

I was a core contributor to the illustration team at Wave. Below is a small sample of illustrations done for a series of explainer videos.

Email doesn't have to be painful

Building custom emails can be a headache if not approached thoughtfully. Magnify that pain by 10 if you're delivering high volume campaigns under tight timelines. Having witnessed the ineffeciency of building emails without an established system, I introduced a new email framework for the marketing team based on the mjml library.

The results

This new framework dramatically cut down on time spent coding and testing email templates (40–50% less time spent in development), and enforced a standard of consistency in how Wave's email look and function.

A free invoicing app to grow the funnel

Developed as an organic search lead-generation tool, I designed and built a Node app that offered a pared-down version of what customers receive when they use Wave's invoice platform. The invoice creator captures merchant, customer and billing details, then converts that data into a professional PDF invoice for download.