[ CASE STUDY ]
Salt
Salt
Salt
Fintech · Business-banking landing & onboarding structure · Built to a hard deadline
Fintech · Business-banking landing & onboarding structure · Built to a hard deadline
A challenger bank launching a product for freelancers — and the page where they’d decide whether to trust it with their business.
A challenger bank launching a product for freelancers — and the page where they’d decide whether to trust it with their business.
A challenger bank launching a product for freelancers — and the page where they’d decide whether to trust it with their business.
Context
Context
Context
Salt is a Romanian challenger bank built to compete with the likes of Revolut. When it launched Salt Business — its offering for freelancers and solo company owners — there was no dedicated place for that audience to land, understand the product, and get started. A freelancer choosing where to keep their business money is making a trust decision, and there was nothing yet built to earn it.
Salt is a Romanian challenger bank built to compete with the likes of Revolut. When it launched Salt Business — its offering for freelancers and solo company owners — there was no dedicated place for that audience to land, understand the product, and get started. A freelancer choosing where to keep their business money is making a trust decision, and there was nothing yet built to earn it.
Salt is a Romanian challenger bank built to compete with the likes of Revolut. When it launched Salt Business — its offering for freelancers and solo company owners — there was no dedicated place for that audience to land, understand the product, and get started. A freelancer choosing where to keep their business money is making a trust decision, and there was nothing yet built to earn it.
My role
My role
My role
The client came with detailed specifications and a hard launch date. My job was to turn that into something a team could build: the structure, the low-fidelity wireframes, the campaign landing concepts, and then the design review as it came to life. Not the strategy — the translation from a dense brief into a clear, sequenced page that could ship on time.
The client came with detailed specifications and a hard launch date. My job was to turn that into something a team could build: the structure, the low-fidelity wireframes, the campaign landing concepts, and then the design review as it came to life. Not the strategy — the translation from a dense brief into a clear, sequenced page that could ship on time.
The client came with detailed specifications and a hard launch date. My job was to turn that into something a team could build: the structure, the low-fidelity wireframes, the campaign landing concepts, and then the design review as it came to life. Not the strategy — the translation from a dense brief into a clear, sequenced page that could ship on time.
The problem: a pile of requirements is not a page
The problem: a pile of requirements is not a page
The problem: a pile of requirements is not a page
What I received was rich but unordered — a product video, a manifesto, a long list of freelancer benefits, onboarding screens, pricing, an FAQ — along with the constraint that it had to feel one-to-one with the main bank, match the cleanest business-fintech players, and launch fast. The raw material was all there. What wasn’t there was the order, the hierarchy, and the logic that would carry a freelancer from “what is this” to “I’m in.”
What I received was rich but unordered — a product video, a manifesto, a long list of freelancer benefits, onboarding screens, pricing, an FAQ — along with the constraint that it had to feel one-to-one with the main bank, match the cleanest business-fintech players, and launch fast. The raw material was all there. What wasn’t there was the order, the hierarchy, and the logic that would carry a freelancer from “what is this” to “I’m in.”
What I received was rich but unordered — a product video, a manifesto, a long list of freelancer benefits, onboarding screens, pricing, an FAQ — along with the constraint that it had to feel one-to-one with the main bank, match the cleanest business-fintech players, and launch fast. The raw material was all there. What wasn’t there was the order, the hierarchy, and the logic that would carry a freelancer from “what is this” to “I’m in.”
The thinking
The thinking
The thinking
Sequence for the decision, not the feature list. A freelancer doesn’t read a benefits list top to bottom; they’re asking one question — “does this understand my business: the invoicing, the taxes, the currencies, keeping personal and company money apart?” So the structure had to surface the few proofs that the bank gets the solo-business reality early, and let the rest follow.
For a bank, the landing is the onboarding. It’s where credibility is won or lost, before anyone reaches a sign-up button. So the wireframes treated the product story, the onboarding section and the social proof as one continuous argument for trust rather than a stack of separate blocks.
Structure clear enough to build under deadline. With a fixed launch date, the wireframes had to be unambiguous — low-fidelity on purpose, so the decisions that mattered were settled before anyone polished a pixel, and design and development could move without guessing.
Then review the design against it. Once the work moved into production, my role shifted to review — holding the visual execution to the structure, the audience, and the trust the page had to earn.
Sequence for the decision, not the feature list. A freelancer doesn’t read a benefits list top to bottom; they’re asking one question — “does this understand my business: the invoicing, the taxes, the currencies, keeping personal and company money apart?” So the structure had to surface the few proofs that the bank gets the solo-business reality early, and let the rest follow.
For a bank, the landing is the onboarding. It’s where credibility is won or lost, before anyone reaches a sign-up button. So the wireframes treated the product story, the onboarding section and the social proof as one continuous argument for trust rather than a stack of separate blocks.
Structure clear enough to build under deadline. With a fixed launch date, the wireframes had to be unambiguous — low-fidelity on purpose, so the decisions that mattered were settled before anyone polished a pixel, and design and development could move without guessing.
Then review the design against it. Once the work moved into production, my role shifted to review — holding the visual execution to the structure, the audience, and the trust the page had to earn.
Sequence for the decision, not the feature list. A freelancer doesn’t read a benefits list top to bottom; they’re asking one question — “does this understand my business: the invoicing, the taxes, the currencies, keeping personal and company money apart?” So the structure had to surface the few proofs that the bank gets the solo-business reality early, and let the rest follow.
For a bank, the landing is the onboarding. It’s where credibility is won or lost, before anyone reaches a sign-up button. So the wireframes treated the product story, the onboarding section and the social proof as one continuous argument for trust rather than a stack of separate blocks.
Structure clear enough to build under deadline. With a fixed launch date, the wireframes had to be unambiguous — low-fidelity on purpose, so the decisions that mattered were settled before anyone polished a pixel, and design and development could move without guessing.
Then review the design against it. Once the work moved into production, my role shifted to review — holding the visual execution to the structure, the audience, and the trust the page had to earn.
What I delivered
What I delivered
What I delivered
The structure and section logic for the Salt Business landing
Low-fidelity wireframes, clear enough to build from on a tight timeline
Campaign landing concepts
Design review through to the build
The structure and section logic for the Salt Business landing
Low-fidelity wireframes, clear enough to build from on a tight timeline
Campaign landing concepts
Design review through to the build
The structure and section logic for the Salt Business landing
Low-fidelity wireframes, clear enough to build from on a tight timeline
Campaign landing concepts
Design review through to the build
Where it stands
Where it stands
Where it stands
The page launched on its deadline. It’s a clean example of the part of product work that rarely gets seen: taking a sprawling brief and turning it into a structure clear enough to build, fast, for an audience that has to trust you with their money before they’ll ever open an account. For a bank, that structure isn’t decoration — it’s the first place trust is won or lost.
The page launched on its deadline. It’s a clean example of the part of product work that rarely gets seen: taking a sprawling brief and turning it into a structure clear enough to build, fast, for an audience that has to trust you with their money before they’ll ever open an account. For a bank, that structure isn’t decoration — it’s the first place trust is won or lost.
The page launched on its deadline. It’s a clean example of the part of product work that rarely gets seen: taking a sprawling brief and turning it into a structure clear enough to build, fast, for an audience that has to trust you with their money before they’ll ever open an account. For a bank, that structure isn’t decoration — it’s the first place trust is won or lost.