Revamping Skorcard’s website to clarify value and drive conversion
Skorcard is a credit card product that rewards users for every transaction. We redesigned the website to tell a clearer story, align with marketing goals, and drive better conversion.
I worked on the site structure, visual design, and live build in Framer, while mentoring a junior designer throughout the process.
Timeline
Q3 - Q4 2025 (Sep - Oct 225)
Role
Product designer
Product
Responsive web
Skills
Product thinking ・ Competitor benchmarking ・ UX & UI design ・ End to end design ・ Execution in Framer ・ Collaboration & mentorship
Team
Design lead ・ UX researcher ・ Junior designer ・ UX writer ・ Stakeholders (marketing, business, co-founder)
When the website failed to convert
The existing Skorcard website had zero successful sign ups, showing it no longer worked as an acquisition channel or a reflection of the brand. Our analysis and team discussions revealed several key issues:
Outdated information & unclear value proposition
Poor content structure and heavy image based made it difficult to communicate what Skorcard is and to update content efficiently.
Inconsistent visuals that no longer aligned with the marketing direction
Failed to clearly convey that Skorcard is a credit card product, causing user confusion.
So, what do we need to aim?
👥 User goal
Help users quickly understand what Skorcard is, why it matters, make it easy and enjoyable to explore so user apply with confidence.
🎯 Business goal
Drive Skorcard’s 40K cards target by Q1 2026 through a clearer value story, stronger conversion funnel, and alignment with marketing direction to build brand trust.
Big question
✨How might we redesign the website to tell a clearer story, support marketing goals, and drive better conversion?
Aligning on structure & story
Together with the Design Lead, UX Writer, and Junior Designer, we restructured the website using insights from credit card benchmarks and the 5W + 1H framework to clarify user questions and align with business goals.
From exploration to execution
After finalizing the structure, the Junior Designer, UX Researcher, and I started benchmarking for website hygiene, visuals, and animation styles.
After that the Junior Designer and I built a “Frankenstein” board to collect ideas, then each designed our own homepage concepts before merging them into one direction.
Once the style felt right, we refined other pages and brought everything to life in Framer.
What we built
Updated storyline & content structure
Aligned the website’s storytelling and information architecture with marketing direction and the latest product updates.
Clear value communication
Defined what Skorcard is and why it matters, highlighting the “Everyday 5x Rewards” proposition throughout the site.
Purposeful animation & wow factor
Designed motion and interactions that support storytelling and add delight without compromising usability.
Scalable & easy to update system
Built the site in Framer, allowing the design team to independently update content without developer support.
Fully responsive experience
Ensured a seamless browsing experience across devices and screen sizes.
What we achieved
Post launch data wasn’t yet available at the time of handoff, but the project created several meaningful impacts:
Allowed marketing and design to update content independently.
Strengthened product narrative and user understanding.
Established a foundation for future data driven improvements.
✨ The project strengthened Skorcard’s message and streamlined updates, creating clearer communication and a solid base for future growth.
Key learnings
This project marked one of my final and most fulfilling experiences at the company, it brought out the best in me as both a designer and a collaborator. It reminded me how important teamwork and trust are.
I learned to guide and collaborate with a junior designer, balance between visual, storytelling, business goals, and the “wow” animation effect. I also realized that work feels lighter and much more fun when shared with others instead of carrying everything alone. Through this project, I practiced thinking about scalability and strategy, such as creating templates and flexible sections for future campaigns and updates.
“Great collaboration happens when everyone feels trusted, heard, and part of something bigger”
