Italy: Designing for scale
COMPANY
Dojo
ROLE
Lead Digital Designer
SERVICES
UI
UX
Strategy
Design systems
OVERVIEW
Dojo is a payments technology company helping businesses take payments across the UK and Europe. Working as a creative pair alongside a copywriter, I led the UX and UI redesign of the Italian website, using customer insight and new brand positioning to shape the relaunch and build a foundation for international growth.
CHALLENGE
As ambitions for Italy grew, we needed to address known UX and content gaps while working within the constraints of the existing site and available engineering resource.
+65%
Agent recruitment click-through
90 days before vs after launch
+54%
Agent page visitors
90 days before vs after launch
+16%
Contact page click-through
90 days before vs after launch
Italy: Designing for scale
COMPANY
Dojo
ROLE
Lead Digital Designer
SERVICES
UI
UX
Strategy
Design systems
OVERVIEW
Dojo is a payments technology company helping businesses take payments across the UK and Europe. Working as a creative pair alongside a copywriter, I led the UX and UI redesign of the Italian website, using customer insight and new brand positioning to shape the relaunch and build a foundation for international growth.
CHALLENGE
As ambitions for Italy grew, we needed to address known UX and content gaps while working within the constraints of the existing site and available engineering resource.
+65%
Agent recruitment click-through
90 days before vs after launch
+54%
Agent page visitors
90 days before vs after launch
+16%
Contact page click-through
90 days before vs after launch
Italy: Designing for scale
COMPANY
Dojo
ROLE
Lead Digital Designer
SERVICES
UI
UX
Strategy
Design systems
OVERVIEW
Dojo is a payments technology company helping businesses take payments across the UK and Europe. Working as a creative pair alongside a copywriter, I led the UX and UI redesign of the Italian website, using customer insight and new brand positioning to shape the relaunch and build a foundation for international growth.
CHALLENGE
As ambitions for Italy grew, we needed to address known UX and content gaps while working within the constraints of the existing site and available engineering resource.
+65%
Agent recruitment click-through
90 days before vs after launch
+54%
Agent page visitors
90 days before vs after launch
+16%
Contact page click-through
90 days before vs after launch
A foundation to build from
Rather than starting again, we used the existing Italian site as our foundation. We had the flexibility to make improvements at pace, through clear UX and UI opportunities, an established CMS and reusable components.
A foundation to build from
Rather than starting again, we used the existing Italian site as our foundation. We had the flexibility to make improvements at pace, through clear UX and UI opportunities, an established CMS and reusable components.
A foundation to build from
Rather than starting again, we used the existing Italian site as our foundation. We had the flexibility to make improvements at pace, through clear UX and UI opportunities, an established CMS and reusable components.
Four insights to design around
The research surfaced four themes around how Italian merchants think about payments, switching and trust. These became a framework for decisions that followed.
Bank dominance: Banks are the trusted default, with switching often perceived as changing banks.
Pain acceptance: Slow payments and reconciliation issues have become accepted as part of doing business.
Status quo bias: Time-poor merchants need a compelling reason to change with minimal effort.
Social proof: Other merchants, accountants and banks are the most trusted voices when considering a new provider.
Four insights to design around
The research surfaced four themes around how Italian merchants think about payments, switching and trust. These became a framework for decisions that followed.
Bank dominance: Banks are the trusted default, with switching often perceived as changing banks.
Pain acceptance: Slow payments and reconciliation issues have become accepted as part of doing business.
Status quo bias: Time-poor merchants need a compelling reason to change with minimal effort.
Social proof: Other merchants, accountants and banks are the most trusted voices when considering a new provider.
Four insights to design around
The research surfaced four themes around how Italian merchants think about payments, switching and trust. These became a framework for decisions that followed.
Bank dominance: Banks are the trusted default, with switching often perceived as changing banks.
Pain acceptance: Slow payments and reconciliation issues have become accepted as part of doing business.
Status quo bias: Time-poor merchants need a compelling reason to change with minimal effort.
Social proof: Other merchants, accountants and banks are the most trusted voices when considering a new provider.
Getting closer to the market
We travelled to Milan to work directly with the local team, using the research as a starting point for collaboration sessions with key stakeholders. Together, we explored market needs, mapped requirements and identified where the site needed to work harder.
Focusing on what matters
Combining the research, workshop outputs, competitor analysis and our own design review, we mapped out the gaps in the existing site and focussed the work around three priorities:
Reducing risk: Make switching feel simple.
Showing value: Make the benefits tangible.
Building trust: Give merchants reasons to believe.
Shaping the journey
We explored how content, hierarchy and page structure could create clearer paths, helping customers understand Dojo’s proposition and find information that mattered most.
Focusing on what matters
Combining the research, workshop outputs, competitor analysis and our own design review, we mapped out the gaps in the existing site and focussed the work around three priorities:
Reducing risk: Make switching feel simple.
Showing value: Make the benefits tangible.
Building trust: Give merchants reasons to believe.
Shaping the journey
We explored how content, hierarchy and page structure could create clearer paths, helping customers understand Dojo’s proposition and find information that mattered most.
Focusing on what matters
Combining the research, workshop outputs, competitor analysis and our own design review, we mapped out the gaps in the existing site and focussed the work around three priorities:
Reducing risk: Make switching feel simple.
Showing value: Make the benefits tangible.
Building trust: Give merchants reasons to believe.
Shaping the journey
We explored how content, hierarchy and page structure could create clearer paths, helping customers understand Dojo’s proposition and find information that mattered most.
From insight to experience
Bringing together customer insights, local market knowledge and our design explorations, we created a clearer, more relevant digital experience for Italian merchants. The redesigned journeys introduced clearer pathways to local support and agent recruitment, with improved engagement across both following launch.
From insight to experience
Bringing together customer insights, local market knowledge and our design explorations, we created a clearer, more relevant digital experience for Italian merchants. The redesigned journeys introduced clearer pathways to local support and agent recruitment, with improved engagement across both following launch.
From insight to experience
Bringing together customer insights, local market knowledge and our design explorations, we created a clearer, more relevant digital experience for Italian merchants. The redesigned journeys introduced clearer pathways to local support and agent recruitment, with improved engagement across both following launch.
Built to scale
Beyond the Italian relaunch, the work helped establish reusable components, responsive patterns and shared design principles that could be adopted across Dojo's international websites, creating a more consistent and scalable digital experience.
Global padding logic: A shared approach to spacing across markets and breakpoints.
New and refined components: Reusable patterns developed from needs identified through the Italy work.
Responsive patterns: More consistent behaviour across all devices.
Built to scale
Beyond the Italian relaunch, the work helped establish reusable components, responsive patterns and shared design principles that could be adopted across Dojo's international websites, creating a more consistent and scalable digital experience.
Global padding logic: A shared approach to spacing across markets and breakpoints.
New and refined components: Reusable patterns developed from needs identified through the Italy work.
Responsive patterns: More consistent behaviour across all devices.
Built to scale
Beyond the Italian relaunch, the work helped establish reusable components, responsive patterns and shared design principles that could be adopted across Dojo's international websites, creating a more consistent and scalable digital experience.
Global padding logic: A shared approach to spacing across markets and breakpoints.
New and refined components: Reusable patterns developed from needs identified through the Italy work.
Responsive patterns: More consistent behaviour across all devices.
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