Transforming a startup’s digital presence—from product website to scalable marketing platform
When Flywire (formerly peerTransfer) launched, its website was not just a marketing tool—it was the product itself. Students initiated payments directly through the website, making it a critical part of the user experience. As the company expanded into new verticals beyond education, the website had to evolve into a scalable platform that could support brand growth, lead generation, and multiple business segments.
Explore how I led the website’s transformation, balancing UX/UI improvements, brand evolution, and technical scalability while ensuring it remained a powerful business and marketing tool.
Approach & execution
Phase 1: Launching the initial website (2011-2015)
Designed and developed Flywire’s first website, serving both as a functional product (payment initiation) and a marketing tool.
Created the first UI/UX framework, ensuring seamless transactions for students while maintaining clarity for institutional partners.
Conducted user testing and feedback loops to refine the experience, balancing usability with branding.
Phase 2: Rebrand & expansion (2016-2018)
Led the redesign of the website during Flywire’s rebrand, ensuring a smooth transition from peerTransfer to Flywire.
Reorganized the website’s structure to accommodate new business verticals and tailor messaging for different audiences.
Introduced a more robust design system that extended beyond the website to marketing materials, product UI, and brand assets.
Coordinated efforts between designers, marketers, and developers to ensure alignment across brand touchpoints.
Phase 3: Migrating to a scalable platform (2018-2021)
Transitioned the website from a custom-built framework to DatoCMS, enabling marketing teams to create and manage content with greater flexibility.
Introduced new lead generation capabilities, integrating marketing automation tools like Marketo.
Expanded the website’s resource center, enhancing Flywire’s thought leadership and SEO strategy.
Developed a structured content strategy to support global expansion, including localization for different regions.
Phase 4: Redesigning for growth & performance (2021-2025)
Migrated to CraftCMS for even greater flexibility and scalability.
Implemented a refined UX strategy based on stakeholder research, user testing, and analytics insights.
Developed a dual-site strategy: one website for B2B clients (Flywire.com) and another for B2C users (pay.flywire.com), optimizing navigation and conversion paths for both audiences.
Led accessibility improvements, ensuring compliance with industry standards to meet the needs of global users.
Partnered with external agencies to refresh the brand’s digital presence, then expanded those updates across marketing campaigns, digital assets, and event microsites.
