Kotapay Website Redesign

Kotapay is a national ACH and payments provider backed by a regulated financial institution. The previous digital presence did not clearly communicate the breadth of services, industry credibility, or embedded finance capabilities.

The challenge was to design a website from the ground up that would:

• Establish trust in a security-sensitive fintech space

• Simplify complex financial services

• Support multiple B2B audiences (CPAs, payroll providers, nonprofits, fintech partners)

• Serve as a scalable marketing foundation for future growth

• Drive qualified lead generation

I led the full website redesign from concept to launch, including:

• Site architecture & content mapping

• UX wireframing and user flow strategy

• Visual design system development

• Brand alignment & messaging hierarchy

• Responsive UI design

• Collaboration with development for implementation

• Post-launch iteration support

This was not a template refresh — it was a strategic rebuild.

1. Clarifying Complex Services

Financial products like ACH processing, embedded payments, and Banking-as-a-Service can feel opaque to business owners. I structured the site around clear solution categories with simplified language and scannable layouts to reduce friction.

2. Trust-Centered Design

Because payments require confidence, the visual system emphasized:

• Clean typography

• Structured layouts

• Conservative but modern color application

• Clear hierarchy and predictable navigation

• Repeated reassurance messaging (bank backing, longevity, compliance)

3. Multi-Audience Architecture

I created pathways for different user types to quickly self-identify and navigate to relevant solutions, preventing the homepage from becoming overloaded or overly technical.

4. Scalable Design System

The UI was built with consistency in mind, allowing marketing to expand service pages, resources, and landing pages without reinventing layouts.

• Elevated Kotapay’s brand perception within a competitive fintech landscape

• Improved clarity of service offerings

• Strengthened alignment with its parent bank’s credibility

• Created a flexible marketing foundation for new product launches (including embedded finance initiatives)

• Strategic UX thinking in regulated industries

• Ability to translate complex systems into accessible experiences

• Full-cycle ownership from architecture to visual execution

• Design that balances brand, compliance, and performance