Wave Financial – Geoff Agnew – User Experience & Interface Design

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.

Role User Research, UI Design, Art Direction, Writing Microcopy, Frontend Development, Illustration, Video Production, Email Marketing
Work done while employed at waveapps.com

Boosting customer acquisition with user research and conversion rate optimization

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 help better understand how customers were interacting with our digital marketing assets. Data gathered from this research was then synthesized into actionable insights that helped direct our CRO experiments.

The results

Pages identified as critical for conversion saw material gains across the board through our efforts. In addition to the increase in customer sign-ups, the new research methods increased efficiency within the team and gave us greater confidence in our experiment hypotheses.

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.

Bank payments explainer video

When Wave launched its new bank payment feature, we needed a way to communicate how it works, quickly, and in plain language. I was responsible for storyboarding, creating animatics, illustration and direction of the video.

The results

Created on a shoestring budget, the Bank Payments video has amassed over 25k views to date and has a watch to completion rate of 86%.

Free tools for organic lead generation

Developed as an organic search lead-generation tool, I designed and coded this app that offers 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. See the demo here.