Upward Website

As Upward shifted from a direct-to-consumer credit product to an embedded fintech platform, the website needed to evolve with the business. The existing Squarespace site was built for consumers and no longer communicated the platform's value to prospective partners.

I led the redesign and migration to Webflow, owning the information architecture, visual direction, interactions, responsive layouts, and launch.

I restructured the site around the needs of prospective partners, expanding the original 14-page D2C site into a 31-page B2B experience with dedicated product pages, clearer platform messaging, and a streamlined demo request flow.

The visual direction needed to communicate the credibility of a financial infrastructure company without making the experience feel overly technical or corporate. I developed a visual system that balanced trust and sophistication with a more approachable product experience.

This project reinforced that product thinking extends beyond the app experience. The website was often the first interaction prospective partners had with Upward, so every decision needed to communicate trust, clarity, and value before a conversation ever happened. It pushed me to think about the marketing experience as part of the product, not simply a layer around it.