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Timothy AdebayoProduct Designer AI Native Designer
FRI, SEP 25, 2026
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Dedukt

One product, two very different buyers — a site the sales team could point a lender or employer to directly, backing the pitch with more than a tagline.

My RoleProduct Design Consultant — led design and content strategy
TeamProduct Designer (me), 1 Fullstack Engineer, 1 PM
Duration4 weeks (separate sprint from EDNL)
IndustryFintech

OVERVIEW

Dedukt already had real scale before this site existed — 95 lenders on board, tens of thousands of employees processed, real transaction volume, all built on direct relationships. This wasn't about proving an unproven idea. It was about giving EDNL's most established, already-revenue-generating product a site the sales team could point a lender or employer to directly, one that had to sell two buyers with opposite priorities in the same visit, and back it up with more than a tagline.

THE PROBLEM

Same root cause as EDNL, sharper in two ways. Dedukt was the product sales was actively promoting, and there was no dedicated link to send anyone to — pointing a new lender at EDNL's shared homepage buried the pitch instead of making it. That was the direct trigger: sales needed a link for their flagship, established product.

But "give us a URL" isn't the whole problem. Dedukt has to speak convincingly to an employer and a lender in the same visit — two people who want almost opposite things from the same product. And because Dedukt runs real payroll deductions on real employee data, a skeptical new partner isn't signing up on a tagline. They need real answers about tenor limits, repayment mechanics, and what happens to their data before they'll connect anything.

THE PROCESS

Split the hero by buyer, not by feature.

An Employer/Lender toggle swaps the headline and copy — "we solve loan overburden and negative pay" for employers, an acquisition-and-scale pitch for lenders — so the first thing anyone reads is aimed at them specifically.

Gave Dedukt its own identity, distinct from EDNL.

Its own logo, its own nav, its own social handles, even its own "Values we live by" section (Passion, Commitment, Delivery) separate from EDNL's company-level values — while a persistent "Return to Homepage" bar keeps it tethered to the wider ecosystem. As the flagship revenue product, it earns a fuller brand presence than a newer product would.

Answered the boring, specific questions instead of avoiding them.

The FAQ goes deep into mechanics most marketing sites skip — loan tenor caps, what happens to the deductible balance after a loan's cancelled, how top-ups work. For someone about to plug their payroll system into Dedukt, unglamorous answers build more trust than a benefits list.

Let existing customers make the pitch.

Rather than just asserting the product works, the page carries a named testimonial from Links MFB's Head of Credit Risk (on hitting a 100% repayment rate after switching to Dedukt) and a written case study on an employer client, Bright & Co. Constructions, tied to a 67% revenue increase. Both specific, neither reads as a stock quote.

SOLUTION

  • Employer/Lender toggle hero with a direct line to signup. One URL, two pitches, and both CTAs — "Start for free" and "Request a Demo" — go straight to Dedukt's live app instead of a generic contact form, so a convinced visitor can act immediately.
  • A stats bar as proof, not decoration. 63,000+ employees, 15,000+ transactions, 95 lenders, sitting right under the hero — scale shown before a single feature is explained.
  • A demo video and three-step breakdown (join the ecosystem, connect with partners, set up deductions) placed exactly where a skeptical visitor would otherwise start asking "okay, but how does this actually work?"
  • Named social proof over generic praise. The Links MFB testimonial and the Bright & Co. case study replace the kind of unattributed "our customers love us" line a first-time visitor tends to scroll past.

OUTCOME

Business impact

Dedukt's launch fed into the same near-1,000 new customer reach the business has seen overall since building its web presence — the site did its job of converting sales outreach into signed-up lenders and employers within that shared total, rather than producing a separate number of its own.

Sales impact

Deals have moved faster, with fewer repeated questions from new lenders and employers, now that the FAQ and case study answer most of what used to come up on a first call.

Stakeholder feedback

Same shift the team reported for EDNL overall — the site gave Dedukt the credibility and trust new customers needed before they'd engage and sign up.

REFLECTION

The real tension wasn't the toggle, it was running two jobs on one page. Convert an already-warm sales lead fast, with a short hero and an immediate signup CTA. And patiently earn trust with a skeptical new lender or employer who wants real answers before connecting their payroll data to anything. Most pages pick one mode. Dedukt's had to hold both, a fast top and a deep, FAQ-heavy bottom, in four weeks.

It worked, mostly because none of the trust-building material had to be invented under deadline — the FAQ answers came from real product mechanics, the testimonials from real customers. If I did this again, I'd want to test whether the visitors who arrived ready to buy were getting slowed down by the depth meant for the skeptical half of the audience, since right now both groups see the page in the same order.

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