SIN · Singapore
Interlace Demo Flow
Lifted funnel conversions 31% by redesigning a global fintech card issuer's demo flow.
- Role
- Designer + Builder (Contract)
- Timeline
- JUL 2025
- Technical Dialect
- Figma · Next.js · Tailwind · TypeScript
- +54%Completed demo bookings
- +31%Funnel conversion
- 2 wkConcept to production
Problem
Interlace processes $15B+ for 12,000+ businesses across traditional banking and Web3. The fatal flaw: a buried, off-brand Calendly popup that gave prospects zero context about who they'd meet or why the call mattered.
Solution
I redesigned the flow as an inline page that matches the rest of the product. Prospects pick their business type at the first CTA, move through a two-step form instead of the old calendar grid, and see a 'What to Expect' section with named salesperson profiles before they book.
§ Shipped
What I built
The Process
Design architecture
Optional deep dive — how the problem became the shipped product.
Competitive benchmark and funnel audit
I audited the legacy funnel and studied how Airwallex, Reap, and Rain handle their demo flows. Two problems jumped out: the scheduling step was buried, and there was no clear 'why this call' moment to motivate the booking.
Segmentation routing by business type
I designed the routing so prospects pick their business type at the first CTA and land on a demo page tailored to that segment. Treating all traffic the same was costing the team qualified bookings.
Two-step form with meeting context
I replaced the old calendar grid with a two-step form, added a 'What to Expect' section, and pulled in real salesperson profiles so prospects know who they're meeting. Built on Interlace's design tokens, prototyped in 24 hours and shipped to production in two weeks.