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Scaling Design for
Conversion Growth.
Trustly
UX Strategist / Advisor
My role
My role
My role
I joined Trustly to establish and grow its in-house design function. This meant not only recruiting and building a high-performing team, but also embedding an experience-driven mindset across the company.
Day to day, I worked on both the strategic level - aligning design with Trustly’s key business bets - and the tactical level collaborating hands-on with teams to refine and innovate the checkout experience. Our work led to smoother, faster payment flows, greater user trust, and ultimately higher conversion rates for merchants.
FINTECH
DESIGN STRATEGY
DISCOVERY
PRODCUT LED
HANDS-ON
LEADERSHIP
TEAM BUILDING
PROTOTYPING
VISION
WEB
Opportunities
Opportunities
Opportunities
Building Design & Research Capability
How might we recruit and grow an in-house design and research team that elevates Trustly’s product quality?
Building Design & Research Capability
How might we recruit and grow an in-house design and research team that elevates Trustly’s product quality?
Building Design & Research Capability
How might we recruit and grow an in-house design and research team that elevates Trustly’s product quality?
Experience-driven
How might we align design goals with Trustly’s business bets so experience and strategy reinforce each other?
Experience-driven
How might we align design goals with Trustly’s business bets so experience and strategy reinforce each other?
Experience-driven
How might we align design goals with Trustly’s business bets so experience and strategy reinforce each other?
Seamless
How might we design smoother payment flows that increase trust and reduce drop-off?
Seamless
How might we design smoother payment flows that increase trust and reduce drop-off?
Seamless
How might we design smoother payment flows that increase trust and reduce drop-off?
Cross-Functional Collaboration
How might we build stronger relationships with product, engineering, and compliance to co-create better experiences?
Cross-Functional Collaboration
How might we build stronger relationships with product, engineering, and compliance to co-create better experiences?
Cross-Functional Collaboration
How might we build stronger relationships with product, engineering, and compliance to co-create better experiences?
Measurable progress
How might we create UX outcomes measurable so all teams can see progress and value?
Measurable progress
How might we create UX outcomes measurable so all teams can see progress and value?
Measurable progress
How might we create UX outcomes measurable so all teams can see progress and value?
Multiple Markets
How might we adapt the checkout experience across multiple markets without losing consistency?
Multiple Markets
How might we adapt the checkout experience across multiple markets without losing consistency?
Multiple Markets
How might we adapt the checkout experience across multiple markets without losing consistency?
Approach
Approach
Approach
Embed an Experience-Driven Mindset
Run experience vision workshops with leadership to align design with Trustly’s business bets. Introduce UX outcomes as shared goals. Share research insights regularly to build empathy for users across disciplines. Create embedded design roles within product teams to work closely with PMs and engineers.
Embed an Experience-Driven Mindset
Run experience vision workshops with leadership to align design with Trustly’s business bets. Introduce UX outcomes as shared goals. Share research insights regularly to build empathy for users across disciplines. Create embedded design roles within product teams to work closely with PMs and engineers.
Embed an Experience-Driven Mindset
Run experience vision workshops with leadership to align design with Trustly’s business bets. Introduce UX outcomes as shared goals. Share research insights regularly to build empathy for users across disciplines. Create embedded design roles within product teams to work closely with PMs and engineers.
Design Foundation
Recruit & onboard key design and research talent with complementary skills. Set up design ops basics: shared Figma libraries, research repository, and lightweight design guidelines. Design a flexible checkout framework that adapts to local regulations and payment expectations while keeping a unified Trustly feel.
Design Foundation
Recruit & onboard key design and research talent with complementary skills. Set up design ops basics: shared Figma libraries, research repository, and lightweight design guidelines. Design a flexible checkout framework that adapts to local regulations and payment expectations while keeping a unified Trustly feel.
Design Foundation
Recruit & onboard key design and research talent with complementary skills. Set up design ops basics: shared Figma libraries, research repository, and lightweight design guidelines. Design a flexible checkout framework that adapts to local regulations and payment expectations while keeping a unified Trustly feel.
Baseline
Map the end-to-end payment journey across markets to spot friction points. Set a baseline by understanding the current user experience and identify and solve unmet needs to unlock value for users and the business.
Baseline
Map the end-to-end payment journey across markets to spot friction points. Set a baseline by understanding the current user experience and identify and solve unmet needs to unlock value for users and the business.
Baseline
Map the end-to-end payment journey across markets to spot friction points. Set a baseline by understanding the current user experience and identify and solve unmet needs to unlock value for users and the business.
Discovery
Establish continuous user research and create new concepts to improve customer experiences while driving measurable business value for merchants. Prototype smaller improvements (copy, interaction design) while also exploring larger redesign concepts.
Discovery
Establish continuous user research and create new concepts to improve customer experiences while driving measurable business value for merchants. Prototype smaller improvements (copy, interaction design) while also exploring larger redesign concepts.
Discovery
Establish continuous user research and create new concepts to improve customer experiences while driving measurable business value for merchants. Prototype smaller improvements (copy, interaction design) while also exploring larger redesign concepts.
Impact and outcomes
Impact and outcomes
Impact and outcomes
High-Performing Design Team
Established Trustly’s first in-house design and research function. Hired and developed a multidisciplinary team that became embedded in product squads. Design became a strategic capability, not just a delivery function.
High-Performing Design Team
Established Trustly’s first in-house design and research function. Hired and developed a multidisciplinary team that became embedded in product squads. Design became a strategic capability, not just a delivery function.
High-Performing Design Team
Established Trustly’s first in-house design and research function. Hired and developed a multidisciplinary team that became embedded in product squads. Design became a strategic capability, not just a delivery function.
Unlocked isolation
Continuously influencing the movement in optimizing product organizational structures and becoming more experience-driven. Unlocking isolations between areas and distributing designer skills across the organization's product teams.
Unlocked isolation
Continuously influencing the movement in optimizing product organizational structures and becoming more experience-driven. Unlocking isolations between areas and distributing designer skills across the organization's product teams.
Unlocked isolation
Continuously influencing the movement in optimizing product organizational structures and becoming more experience-driven. Unlocking isolations between areas and distributing designer skills across the organization's product teams.
Business value
Our team improved the checkout user experience for several markets. We identified and removed user pain points based on analytics and qualitative user research insights. We increased conversion rates and showed that design brings value to the business by leveling up the user experience.
Business value
Our team improved the checkout user experience for several markets. We identified and removed user pain points based on analytics and qualitative user research insights. We increased conversion rates and showed that design brings value to the business by leveling up the user experience.
Business value
Our team improved the checkout user experience for several markets. We identified and removed user pain points based on analytics and qualitative user research insights. We increased conversion rates and showed that design brings value to the business by leveling up the user experience.
Experience-Driven Mindset
During my time at Trustly I built strong relationships and influenced the mindset around user experience with product and engineering peers. I helped stakeholders to succeed with different sales-driven initiatives by moving the focus to a more human-centered approach.
Experience-Driven Mindset
During my time at Trustly I built strong relationships and influenced the mindset around user experience with product and engineering peers. I helped stakeholders to succeed with different sales-driven initiatives by moving the focus to a more human-centered approach.
Experience-Driven Mindset
During my time at Trustly I built strong relationships and influenced the mindset around user experience with product and engineering peers. I helped stakeholders to succeed with different sales-driven initiatives by moving the focus to a more human-centered approach.
Cross-Functional Alignment
Created stronger collaboration between design, product, engineering, and compliance. Used research and experience maps as shared alignment tools. Resulting in better product decisions, faster delivery, and fewer reworks.
Cross-Functional Alignment
Created stronger collaboration between design, product, engineering, and compliance. Used research and experience maps as shared alignment tools. Resulting in better product decisions, faster delivery, and fewer reworks.
Cross-Functional Alignment
Created stronger collaboration between design, product, engineering, and compliance. Used research and experience maps as shared alignment tools. Resulting in better product decisions, faster delivery, and fewer reworks.
Optimized Checkout & Payment Flows
Simplified key steps in the online banking payment process across markets. Reduced friction in authentication and confirmation steps leading to faster, smoother checkout. Resulting in Higher conversion rates for merchants and improved end-user trust.
Optimized Checkout & Payment Flows
Simplified key steps in the online banking payment process across markets. Reduced friction in authentication and confirmation steps leading to faster, smoother checkout. Resulting in Higher conversion rates for merchants and improved end-user trust.
Optimized Checkout & Payment Flows
Simplified key steps in the online banking payment process across markets. Reduced friction in authentication and confirmation steps leading to faster, smoother checkout. Resulting in Higher conversion rates for merchants and improved end-user trust.
Glimpse of outputs
Glimpse of outputs
Glimpse of outputs
Next case
Take a look at the work from Readly
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Take a look at the work from Readly
