Designing scalable digital products through systems and execution
UX & Product execution in a growth-focused environment, improving acquisition efficiency and lead quality.
Company: SumUp Payments
Role: Product / UX Designer
Context: Growth & acquisition
Timeline: 203
Focus: Funnel optimization, UX clarity, experimentation
Context
In 2020, SumUp was scaling rapidly while shifting toward a stronger upmarket positioning. Growth needed to remain efficient while improving lead quality and aligning acquisition touchpoints with updated brand guidelines.
The challenge
Scale acquisition without increasing costs
Improve lead quality across the funnel
Align UX and messaging with new brand standards
Maintain flexibility for fast experimentation
My role
I worked as part of the growth and product teams, contributing to UX improvements across the acquisition funnel.
Supported UX decisions across key acquisition flows
Improved landing page structure, hierarchy, and clarity
Contributed to experimentation and iteration cycles
Collaborated closely with growth, marketing, and analytics teams
Note: Due to confidentiality, some details have been abstracted.
The approach
Rather than a full redesign, the focus was on incremental UX improvements that could be tested, measured, and iterated quickly.
Funnel audit to identify friction points
Hypothesis-driven UX changes
Rapid iteration supported by testing and analytics
Continuous alignment with brand and business goals
UX Execution
Funnel clarity & hierarchy
Improved visual hierarchy and messaging clarity to guide users toward primary actions and reduce cognitive load.
Landing page optimization
Refined page structure to surface value propositions earlier and reinforce trust signals throughout the flow.
Conversion-focused details
Small UX adjustments—copy, spacing, feedback—designed to remove friction at critical decision points.
Results & impact
Upmarket share increased by 50%
Costs reduced by 80%
Qualified sales execution increased by 23%
Self-service funnel conversion rate increased by 30%
These results were driven by continuous UX improvements, clearer
messaging, and reduced friction across the acquisition funnel.
Key learnings
Incremental UX changes can outperform large redesigns in growth environments
Clarity and speed matter more than visual complexity in acquisition funnels
Designing for experimentation requires flexibility over perfection
Next steps
This work established a scalable acquisition approach that enabled faster experimentation, continuous optimization, and closer alignment between UX and business goals.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of SumUp.
