Stefan Pilipović is a product designer crafting human-centered digital experiences since 2010. Based in Berlin, working remotely worldwide.

RenoFi

Fintech • SaaS • B2B, B2C, B2B2C • Design Lead • USA • Remote

Product Design User Research Usability Testing Prototyping Cross-Platform Design Interaction Design UX/UI Design User Flow Design Funnel Analysis Conversion Optimization Design System A/B Testing Visual Design Website Design Email Design Copywriting Marketing Design Presentation Design Motion Design Animation Illustration Design Accessibility (WCAG)

Designed from zero to one seamless end-to-end experiences for borrowers, lenders, and internal teams, streamlining the renovation loan journey across a complex multi-portal platform.

Collaborated with the CEO, CTO, engineering, product and cross-functional teams in a fully remote and highly regulated fintech environment to validate design decisions through real-world testing, UX writing, and compliance alignment.

Redesigned funnel and increased click-through rate by 3.6 times

Funnel Click-Through Improvement Drop-off rate from Step 1 to Step 2 decreased from 86% to 9%, and the overall funnel click-through rate increased from 1.22% to 4.46% (3.66 times). Situation: The website funnel had an 86% drop-off rate after Step 1, indicating a major friction point that caused most visitors to abandon the process immediately.


Task: I proactively set out to identify the cause and improve the funnel click-through rate, without a predefined success metric.


Action: Through rapid user research and A/B testing, I uncovered three key friction points:

1. Misleading CTA Label – The "FIND A LENDER" CTA set the wrong expectation, leading visitors to abandon the funnel upon realizing it didn’t match their intent. A/B testing showed that "SEE TODAY’S RATES" consistently outperformed all other variations, improving the click-through rate and creating a smoother transition.

2. Disjointed Transition from Step 1 to Step 2 - A page reload and URL change created a disconnected experience. I improved continuity by:

• Keeping the funnel on the same page and maintaining a consistent URL.
• Implementing smooth, animated transitions to guide users seamlessly.

3. UX/UI Friction – I optimized the experience by:

• Pre-populating fields with common values to drive curiosity.
• Adding FAQs at the bottom of Step 2 to address concerns.
• Ensuring seamless TAB navigation for better usability.

Result: Drop-off rate from Step 1 to Step 2 decreased from 86% to 9%, and the overall funnel click-through rate increased from 1.22% to 4.46% (3.66 times).


Worked with:

• Sales team to get insight into user groups.
• Product Manager to define KPIs and success metrics.
• Engineering & QA to ensure project feasibility, identify potential obstacles, and validate iterations through structured testing at every design iteration.
• Frontend engineering team to ensure feasibility, and identify potential obstacles.
• Design team to review and refine UI/UX decisions.

Tools used:

• Heap – Funnel analytics, research and A/B testing validation.
• LogRocket - Lead session recordings analysis.
• Google Docs & Sheets – Documentation.
• Slack & Huddle – Communication.
• Figma Design, prototyping and documentation.
• Principle – Prototyping micro-interactions and motion design.

Designed POS, reduced sales workload by 67%, and increased total conversion rate by 1.12%

Optimized Sales Process and Lead Handoff Reduced sales workload by 67% and increased conversion rate by 1.12% Situation: The sales team struggled to efficiently handle leads due to the complexity of six new product offerings. This led to longer call times, missed conversion opportunities, and incomplete lead handoffs.


Task: My goal was to restructure the website funnel and optimize the lead-to-sales process. By improving lead pre-qualification, I aimed to reduce average sales call time by at least 20% (from 16 to 12 minutes) while maintaining or increasing conversions.


Action: I redesigned the website funnel from the ground up, expanding it from 9 to 40 steps to pre-qualify leads more effectively before reaching sales, reducing unnecessary back-and-forth. By applying the latest UX/UI best practices, A/B testing, and user research, I identified key friction points and minimized cognitive load while maintaining high engagement and low drop-off rates.


Result: We reduced average sales call time by 67% (from 16 min. to 5.5 min), optimized lead handoff between the sales and operations teams, and increased the conversion rate by 1.12%, despite adding more steps.


Worked with:

• Sales team members to document their lead call qualification processes.
• Operations team Operations team to understand hand-off experience, and identify gaps.
• Engineering & QA to ensure project feasibility, identify potential obstacles, and validate iterations through structured testing at every design iteration.
• Design Team to review and refine UI/UX decisions.

Tools used:

• Mode - Funnel analytics, research and A/B testing validation.
• RingCentral – Call recordings, metrics, and analysis.
• LogRocket – Lead session recordings analysis.
• Google Docs & Sheets – Documentation.
• Slack & Zoom – Communication.
• Figma – Design and prototyping.
• Principle – Prototyping micro-interactions and motion design.