Callsign Banking Platform Redesign
Redesigning the Demo Experience for a Digital Identity Fintech
Product design
Project Duration
2 Months
Who for
Callsign is a digital identity and authentication company that protects online payments and transactions for banks and financial institutions worldwide.
My Role
Led end-to-end product design, covering UX, visual design, brand direction, and the full demo environment rebrand.
Collaboration
I ran and led workshops across design, product, and go-to-market teams, covering art direction, experience theming, and overall demo storytelling. It was the first time these teams had aligned on how Callsign should look and feel to prospective clients.
The Problem
The Callsign team was spending excessive time and effort creating bespoke demo experiences for potential clients, resulting in a significant amount of resource being diverted away from core product work. Callsign approached us to create a white-labelling system for the platform, enabling them to build bespoke demo environments for clients such as Lloyds and Bet365.
Process & Approach
Discovery and Audit
The project started with an art direction workshop bringing together design, product, and commercial teams. We audited competitor demos and mapped where Callsign’s experience fell short.
Brand Identity
From there, I created a new fictional bank identity, including name, brand language, and a flexible design system that could sit under Callsign’s theming. The work rolled out in phases: brand direction, UX flows, then a full component handoff to engineering. Throughout, the goal stayed clear: build something that feels like a real product, because in a sales environment, that’s exactly what it needs to be.
Delivery
The work rolled out in phases: brand direction, UX flows, then a full component handoff to engineering.
Key issues
Through early workshops with clients and designers, we defined what would be some of the main blockers user may face. We narrowed these down to the following key issues. As we progressed we felt tackling these would help resolve some of the core elements of the user experience
Visually outdated
The mock bank felt misaligned with Callsign’s product maturity, creating a credibility gap before the pitch even began.
No guided narrative
There was no clear story. Prospects explored without context, making it harder for sales to control the conversation.
Developer dependent
Even small changes required engineering, slowing down customisation and reducing agility in sales moments.
Developed design system
White-label design system
We created a white label design system that allowed Callsign to customise the platform using predefined colours and imagery, enabling them to present versatile, tailored experiences for different customers.
UX & UI for the platform
We refined the platform’s user experience to ensure a seamless journey, aligning with core user needs while following established design patterns. This allowed Callsign to present a clearer, more intuitive product experience, helping clients quickly understand the platform and confidently navigate key flows during demos.
The redesigned demo launched ahead of a major sales push and immediately changed how Callsign showed up in enterprise conversations. The work gave the go-to-market team a polished, story-driven experience they could rely on.
23%
Enterprise clients demoed the new environment within the first quarter of launch
45%
increase in demo-to-meeting conversion
