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Long story, short
shifted the business approach from on e-commerce-style visa purchase flow to a service-oriented consultation model
Q. Can we keep the flow simple from finding the visa and buying it like we have it in e-commerce flow
A. While an e-commerce-style flow appears simple, visa services are not a single-SKU purchase. User intent varies widely—by country, visa type, eligibility, and urgency—and forcing a 'find + buy' model risks confusion, drop-offs, and low-quality leads.
Redesigned the homepage to support multiple user intents: • Users who know their visa type • Users who are unsure and need guidance
Designed new paid service entry points (Technical Assessment Report) by combining user psychology with marketing strategy to align business goals with genuine user needs (Users who doesn't know their visa type)
Improved content hierarchy and trust signals by learning from past high-performing features and clarifying service messaging to reduce low-intent or misaligned leads
Executed tailored entry points based on service type—routing consultation-led services through relevant CTAs on the WorldVisa internal page (which we rank up for SEO), while redirecting tourist visa users to the Get a Visa platform for seamless self-application
Strengthened brand consistency on the new homepage by selecting colours and typography aligned with the business's credibility, professionalism, and service-driven positioning
Make ideas visible | communicate
I use quick prototyping and low-fidelity designs to bring ideas to life early—right inside discussions and stakeholder meetings. This helps teams speak up, suggest changes instantly, and align before too much time is spent polishing.
By visualising ideas early, I reduce the gap between abstract ideas and real milestones, making it easier for marketing, stakeholders, and developers to understand, react, and move forward together.