One brand, two experiences: Designing separate journeys for B2B and B2C growth

Web Design

Digital Strategy

Web Design

Digital Strategy

In 2019, Flywire’s website redesign focused heavily on B2B clients, emphasizing lead generation and thought leadership. While this shift advanced business goals, it introduced friction for B2C users, students and payers, who struggled to navigate the site and access payment experience.

I led the UX and design strategy to create distinct, parallel experiences for B2B and B2C audiences, resolving user confusion, improving lead quality, and providing a scalable solution for future growth.

, all aligned with the latest design system.

Side-by-side view of the B2B homepage and the new B2C/pay homepage.

Challenge

The B2B-focused redesign created several issues:

Conflicting priorities across Marketing, Product, and Regional teams regarding website messaging.
Competing real estate: the “Make a payment” CTA was replaced by “Get a demo,” leading to confusion.
Students submitted demo requests intended for B2B leads, reducing lead quality.
Messaging had to serve two very different audiences, creating friction.
The “Select Institution” page, a gateway for B2C users, had B2B-oriented navigation, confusing students and payers.

The core challenge: blending B2B and B2C journeys on a single site was causing user frustration and operational inefficiencies.

Challenge

The B2B-focused redesign created several issues:

Conflicting priorities across Marketing, Product, and Regional teams regarding website messaging.
Competing real estate: the “Make a payment” CTA was replaced by “Get a demo,” leading to confusion.
Students submitted demo requests intended for B2B leads, reducing lead quality.
Messaging had to serve two very different audiences, creating friction.
The “Select Institution” page, a gateway for B2C users, had B2B-oriented navigation, confusing students and payers.

The core challenge: blending B2B and B2C journeys on a single site was causing user frustration and operational inefficiencies.

User flow showing the steps a payer previously had to take to initiate a payment.

User flow showing the steps a payer previously had to take to initiate a payment.

Opportunity

The Payer Initiative aimed to increase payer utilization and retention by improving the user experience.

A cross-functional team, including Marketing, Product, Global Payments, Customer Service, Regional Teams, and Analytics, collaborated on the project.
Stakeholder interviews, user research, and analytics revealed a consistent pain point: payers were confused and often submitted “Get a demo” requests by mistake.
The insight was clear: B2B and B2C users have fundamentally different needs and journeys, requiring separate experiences to reduce friction and improve outcomes.

A collection of digital assets, including Open Graph images for various page types, email headers, and online ads.

Wireframe and journey map illustrating the redesigned experience.

Approach & execution

Solution: pay.flywire.com

We designed a dedicated site to centralize payer communications and simplify the payment initiation process.

Design System Evolution: Modular system updated to support parallel B2B and B2C experiences while maintaining brand consistency.
Audience-Centered Architecture: Independent navigation, tailored content, and refined CTAs for each audience.
Iterative Collaboration: Partnered with an external agency, conducting prototype testing, iterative reviews, and A/B tests to optimize messaging and the handoff between sites.

This approach ensured both audiences received clear, distinct journeys while keeping the overall brand unified.

Approach & execution

Solution: pay.flywire.com

We designed a dedicated site to centralize payer communications and simplify the payment initiation process.

Design System Evolution: Modular system updated to support parallel B2B and B2C experiences while maintaining brand consistency.
Audience-Centered Architecture: Independent navigation, tailored content, and refined CTAs for each audience.
Iterative Collaboration: Partnered with an external agency, conducting prototype testing, iterative reviews, and A/B tests to optimize messaging and the handoff between sites.

This approach ensured both audiences received clear, distinct journeys while keeping the overall brand unified.