WEBSITE REDESIGN

OVERVIEW

After getting the app and Onmo Lab into a strong place, it was time to turn our focus to the website.

We started with a workshop to analyse the weaknesses of the existing site — and two major categories quickly emerged: Content and Design.

THE COPY

On the content side, the copy leaned heavily on broad slogans rather than clearly explaining the products and their features. To strengthen clarity and alignment, I asked one of our designers to work closely with the Commercial and Compliance teams so we could rewrite each product page with language that was accurate, transparent, and genuinely helpful for customers.

From our research in Onmo Lab, we already knew that many of our customers had limited financial literacy, so clarity and transparency became our top priorities.

We made sure every section was self-explanatory and introduced helpful educational articles to address common questions. We also added a new "What to Expect" section — guiding users through what happens when they join Onmo, step by step, so they could plan their onboarding journey with confidence.

Once the teams were happy with the initial draft copy, I brought in a freelance copywriter to refine the tone and flow based on our new brand guidelines and tone of voice — ensuring the website and app copy felt consistent and aligned across all touchpoints.

THE DESIGN

Meanwhile, on the design side, we focused on reflecting Onmo's evolving product ecosystem. By this stage, we had two live card products — Credit and Debit — and an upcoming Business Card. The new design needed to showcase all three in a way that felt cohesive yet distinct. We created a scroll-triggered interactive experience, highlighting each product's key benefits as users moved through the page — a dynamic way to bring our new brand to life and communicate product value with clarity and motion.

To tackle the old site's static and lifeless feel, we introduced 3D iconography, micro-interactions, and our new brand symbol throughout the experience. These elements added depth, delight, and movement — transforming the site from a flat informational page into a living expression of Onmo's new identity.

So, back to the drawing board. We refocused the narrative entirely around the Credit Card, rewriting the content to highlight its core features, benefits, and differentiators. At the same time, we introduced educational sections to explain financial terms like APR, interest rates, and repayments — ensuring customers fully understood how our product worked before signing up.

This not only simplified the site's structure but also made it far more transparent and compliant with FCA consumer duty requirements, turning a setback into an opportunity to build trust.

THE OLD SITE

THE NEW SITE

The new Onmo website became a clear, confident extension of the brand — simplified, transparent, and easy to navigate.

It successfully communicated our single Credit Card product while reinforcing trust through clarity, accessibility, and tone.

Internally, it also became a shared reference point for content, design, and compliance teams — proving that even a forced pivot can lead to a stronger, more focused outcome.