Leading UX Transformation at Worldpay

At Worldpay, I led UX strategy across high-impact projects, embedding data-driven design into the decision-making process to optimize conversion rates, user journeys, and overall experience. I redesigned the customer-facing website to align with business goals while enhancing usability, accessibility, and content management. Additionally, I drove PPC landing page optimization through A/B testing, heatmaps, and user insights, refining messaging and streamlining interactions to improve acquisition efficiency. By scaling UX within a complex, high-traffic ecosystem, I championed iterative design, continuous testing, and performance optimization—balancing user needs, technical feasibility, and business impact while fostering collaboration across teams.

Redesigning Worldpay’s Customer Experience

The Challenge

Worldpay sought to modernize its outdated customer-facing website, addressing critical UX and accessibility issues while aligning it with an evolving product offering and brand strategy. The existing platform was over four years old and lacked modern web standards, with a non-responsive design, inconsistent layouts, outdated components, and fractured user journeys that led to frustration and abandonment.

Users & Audience
The redesign needed to cater to a diverse audience:

• Business owners, from sole traders to global corporations, seek payment solutions.

• Media professionals accessing press releases and corporate updates.

• Job seekers exploring career opportunities.

• Engineers and developers need API documentation and integration support.

My Role & Responsibilities
I led the UX strategy, collaborating with Worldpay’s web manager to align UX with business objectives, and partnered with external agency Catch for design execution and CMS integration. I developed and optimized key user journeys to improve conversion rates and engagement across the website, overseeing research, design, and performance optimization.

Research & Analysis
I conducted heuristic evaluations to identify usability issues, using Hotjar surveys and Google Analytics to track user behavior. I benchmarked competitors, ran remote usability tests via InVision and UserTesting.com, and analyzed pain points to inform design decisions.

Design & Experimentation
Working with Catch, I led the prototyping and iteration process based on user insights. We conducted A/B testing via Optimizely to refine core elements like image hierarchy, form design, messaging, and CTAs. We also overhauled PPC landing pages to improve lead generation efficiency.

Performance & Optimization
I focused on improving site speed, enhancing security and login flows, and implementing accessibility best practices to ensure inclusivity. We also optimized paid landing pages for higher conversion rates, driving efficiency and performance.

Outcomes & Key Learnings

• Data-Driven Design Decisions: Regular A/B testing validated assumptions and refined UX strategies.

• Challenges in Testing Methodology: Some tests changed multiple variables at once, making it harder to isolate individual impacts.

• Incremental Change vs. Large-Scale Overhaul: Phased testing and iterative rollouts were essential to measuring real impact.

Final Thoughts
Redesigning Worldpay’s website reinforced my approach to scaling UX in complex digital ecosystems. It emphasized the importance of continuous iteration, leveraging data insights to guide design decisions, and balancing business goals with user experience. Despite some challenges in testing, the learnings shaped future UX enhancements, ensuring that usability, accessibility, and conversion-driven design remain central to decision-making.

Leading the Optimisation of Worldpay’s PPC Landing Pages

Worldpay sought to optimize its PPC landing pages to improve lead generation, reduce reliance on paid advertising, and enhance the efficiency of the sales funnel. The existing pages, while attracting traffic, suffered from high CPC and CPA, with suboptimal conversion rates. The challenge was to refine these pages to accelerate user movement through the funnel and drive more efficient outcomes.

Users & Audience
The target audience consisted of small to medium-sized business owners, many new to Worldpay, arriving via various traffic sources like Google Search, Facebook ads, and Google Display Network banners. The landing pages needed to accommodate diverse user motivations and maintain a seamless experience across different channels.

My Role & Responsibilities
I led the design strategy, collaborating with the Product Manager and development team. My responsibilities included defining design direction, research strategies, iteration cycles, and executing A/B testing to optimize key design elements. I ensured the PPC landing pages aligned with business goals while enhancing the user experience.

Process & Approach

• Research & Analysis

  • We used Hotjar surveys and Google Analytics to track user behaviour and identify pain points.

  • Mapped the user journey to pinpoint drop-off points in the sales funnel.

  • Conducted usability testing via InVision and UserTesting.com to refine the design based on user feedback.

• Design & Testing

  • Ran A/B tests on design elements using Optimizely, including image placement, form UX, messaging, CTA optimization, and sticky CTAs to drive immediate user action.

  • Implemented a full redesign of the main PPC page to address key UX issues and improve performance.

Performance & Optimization

• Focused on optimizing page load times to reduce abandonment.

• Simplified login options for returning users, reducing friction in the journey.

• Enhanced accessibility to ensure inclusivity and meet modern standards.

Outcomes & Key Learnings

• Mixed Test Results: Some A/B tests improved CPC, CPA, and CTR, while others showed no significant change, underscoring the complexity of landing page optimization.

• Iterative Testing: Learned the importance of testing one variable at a time to isolate the impact of individual changes.

• Balanced Approach: Emphasized the need for a balanced optimization strategy combining data insights with user behaviour and design principles.

Conclusion
The project highlighted the importance of continuous optimization, precise measurement, and iterative testing to achieve sustained improvements in PPC landing page performance. Despite mixed results, valuable insights were gained on user engagement, conversion drivers, and best practices for refining digital funnels.