ROLE: Creative Direction, Product Design Manager
CLIENT: Fastweb.com (9M+ active members)
TOOLS: Adobe Suite, Prototyping tools
CLIENT: Fastweb.com (9M+ active members)
TOOLS: Adobe Suite, Prototyping tools
The Challenge
Stakeholders wanted to grow organic traffic to the Fastweb homepage and convert more of those visitors into members, but the homepage hadn't been updated to reflect the brand's story, was weighed down by unoptimized images, and wasn't built mobile-first for a mostly mobile audience.
At the same time, NPS survey data pointed to a second problem: once people joined, they struggled to organize their scholarship matches.
At the same time, NPS survey data pointed to a second problem: once people joined, they struggled to organize their scholarship matches.
Impact at a Glance
+78%
Increase in monthly site visits, comparing the six months before launch to the three months after (410,446 → 733,401 monthly visits)
+21%
Increase in average monthly new members
(60,000 → 72,378)
+4 pts
Increase in organic search traffic share
(26% → 30% of total traffic)
Increase in monthly site visits, comparing the six months before launch to the three months after (410,446 → 733,401 monthly visits)
+21%
Increase in average monthly new members
(60,000 → 72,378)
+4 pts
Increase in organic search traffic share
(26% → 30% of total traffic)
Design Consistency
Modernizing the homepage meant modernizing the system underneath it first. I rebuilt Fastweb's brand identity standards from the ground up: a refreshed logo, a new color palette, and updated typography built to read clearly across devices. The guide codifies colors, typography, and button and table styles so anyone on the team has a single source to design or build from.
Mobile-First
I led the redesign of the Fastweb homepage end to end: modernizing the visual identity, rewriting copy to hit SEO targets, and rebuilding the layout mobile-first for a phone-majority audience. In parallel, I optimized images site-wide, using WebP with JPG fallback, three responsive sizes instead of one oversized asset, and filenames and alt text rebuilt for SEO.
Built to Scale
From there, I designed every page at desktop, tablet, and mobile breakpoints, laying out the grid explicitly at each size rather than assuming it would just scale down. Those layout guides became the spec engineering built from, so responsive behavior was defined up front instead of worked out during handoff.
Full-Site Redesign
That same modular grid extended beyond the homepage to the dashboard, deals, resource library, articles, and scholarship detail pages, so this shipped as one consistent system rather than a one-off landing page.
Solving for Scholarship Organization
On the product side, NPS feedback pointed squarely at scholarship organization as the biggest friction point for new members. I designed a more robust filtering system, replacing a single "sort by date" option, and built it out as a working prototype rather than a static comp so stakeholders could click through real interaction before development started.
Status Dropdown Update
I replaced the old status dropdown with visual status icons plus a "More" option for faster tagging, and built new transactional emails that trigger automatically whenever a member sets a scholarship status.
I replaced the old status dropdown with visual status icons plus a "More" option for faster tagging, and built new transactional emails that trigger automatically whenever a member sets a scholarship status.
Once all of it was built, I designed a 5-step onboarding walkthrough to introduce members to the new tools, paired with a companion article once it went live.
Results and Business Impact
A homepage built to earn traffic.
The redesign paired a modernized visual identity and SEO-optimized copy with a mobile-first layout, giving the site a homepage designed around how most visitors actually arrive: on their phones.
Faster load times through a real image strategy.
Standardizing on next-gen formats and a three-size responsive system cut page weight without sacrificing visual quality.
A real system of Scholarship organization.
The new filtering system, status icons, onboarding walkthrough, and status-triggered emails gave members a coherent way to track their matches instead of a single flat list.
Stakeholders reacted to a working product.
Building the filtering system as a functional prototype let stakeholders test real interaction and give informed feedback before a single line of production code was written.