Bridgit had built real momentum as a bridging finance provider, but its brand and website weren't keeping pace. I led all UX and product design on the project, working in close collaboration with Born on the broader brand refresh, to translate a new brand platform into a website experience that did real commercial work. That meant restructuring the information architecture around how customers actually think about bridging finance, reducing friction across key conversion paths, and replacing jargon-heavy content with a warmer, more human tone that made a complex financial product feel approachable and trustworthy. The outcome was a site that balanced storytelling with conversion, giving Bridgit a digital presence that reflected the ambition of the business and the needs of its audience. The redesign improved brand recognition, lifted campaign performance by giving paid traffic somewhere meaningful to land, and drove stronger engagement across the site, while also cutting down on support enquiries that had stemmed from unclear messaging in the previous experience.