Web app improvement and website redesign for financial clarity
About the project
About Clockwork
Clockwork is a financial planning and analysis platform that builds out financial projections and insights based on accounting data.
Challenge
Clockwork first approached us with their web app problem - it was too difficult to use, and important features were hard to discover. The second request came later - to redesign their website, refresh its look, and make it more modern, appealing, and interactive.
What Merge delivered
1) We improved web app usability and feature discoverability for non-financial users. 2) Then, we redesigned the outdated website, enhancing interactivity and increasing conversions.
Tech stack
Webflow
clockwork.ai
“Their ability to translate complex financial concepts into an intuitive user experience was particularly noteworthy, as was their proficiency in Webflow development.”
Fady Hawatmeh
CEO at Clockwork
Work process (Web App)
We began with discovery calls with stakeholders, where we discussed priorities and identified the key features that needed attention.
Сlockwork Website - Before
Сlockwork Website - After
Work process (Website)
We started by discussing the client’s expectations and preferences for the site.
Showcasing the product value
The challenge was to make the the app’s design both work for users who typically have a CFO or someone well-versed in finance and also bridge the gap for people without a financial background by using AI to make finance more accessible. Both target audiences have very high expectations regarding the price-to-value ratio, and our job was to deliver the experience they expected.
From the website’s outdated UI to a modern FinTech appeal
At the time, the website’s UI was very outdated and static. With more features to showcase and a need to boost conversion rates, this redesign was one of the main priorities. We added a playful gradient palette with soft, lilac hues as a creative element. This approach was atypical for the financial sector (which often leans toward dark, intense schemes), but it worked perfectly for Clockwork’s light-theme design.
Illustrations
Besides updating the color palette and typography, we used the clock symbol from Clockwork's logo as a central visual metaphor throughout the website. For example, we incorporated animations where the clock icon rotates as users enter the site.
Results of collaboration
Visitors are engaging with content longer, leading to deeper brand interaction.
In conclusion
We helped Clockwork simplify their web app, improving usability and feature discoverability for all users. And the redesigned website now offers a modern, visually appealing experience with better interactivity. Early feedback praised the simplified interface, making the platform more accessible for all users.
A big thank you to the Clockwork team for their collaboration and valuable feedback throughout the process.
What our clients say
Design for SaaS & Fintech
Why choose Merge for your product design:
Building world-class product interfaces
Partnership & collaboration culture
Your conversions & growth is our main focus
Reliable delivery built on experience
