Skip to content
Timothy AdebayoProduct Designer AI Native Designer
FRI, SEP 25, 2026
Send a Message

DeduktPro

DeduktPro was already built and live for nobody — this gave it its first public face for the private-sector market it was entering.

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

OVERVIEW

DeduktPro was already a working product before this project started — built, functional, and live for nobody, because it had nowhere online to be found. The job wasn't building trust in an untested idea, it was giving something that already worked its first public face, aimed at private-sector businesses and the employees who'd get access to manageable, payroll-backed micro-loans through it.

Since launch, it's landed a meaningful run of private-sector sign-ups, early traction, but real movement into a market EDNL had never had a presence in.

THE PROBLEM

DeduktPro existed with no public-facing presence at all — a finished product nobody outside EDNL's direct relationships could find, verify, or sign up for. The business goal behind the site was specific: push into the private sector by putting structured, payroll-backed micro-loans with manageable repayment plans in front of businesses and employees who'd never had access to anything like it. Without a site, that offer had nowhere to land, no way for a private-sector HR lead or an individual employee to discover it existed, understand how repayment worked, or start using it.

THE PROCESS

Treated this as a launch, not a redesign.

Nothing about DeduktPro itself needed to change, the whole job was translating a working product into a page that could stand on its own with no history to lean on. That shaped every decision toward removing doubt rather than explaining features.

Led with transparency instead of proof.

With no testimonials or logos to show, pricing moved up the page instead of hiding behind a "book a demo" wall, full tiers, discount percentages, and a "No Hidden Fee" badge sit right under the hero CTA.

Put the micro-loan story where it would be seen, not where it would dominate.

The actual reason for going after the private sector was employee access to manageable micro-loans, but the product is a full HR platform. Financial wellness gets its own line in "Why DeduktPro," visible early without turning the whole page into a loan pitch.

Split Pricing and Partners onto their own pages, and previewed the rest.

Rather than explaining all 13 features and every pricing detail on one scroll, the homepage previews a handful and routes deeper interest onward, keeping the first impression scannable for someone meeting the product cold.

SOLUTION

  • A hero built to remove objections, not just pitch. "Start for free" beside "No Hidden Fee," addressing cost and commitment doubt directly for a product nobody's used yet.
  • Transparent, tiered pricing placed on the homepage itself. Starter / Growth / Scale, each with its discount rate and the one chargeable line item, doing the trust-building work testimonials would normally do.
  • Financial wellness given its own line in the benefits grid, not folded anonymously into "features." Employee Empowerment sits next to End Ghost Payments in "Why DeduktPro," so the micro-loan story a private-sector employee actually cares about isn't buried under thirteen modules.
  • Feature preview + "See Full Feature List" link, giving a first-time visitor the shape of the platform, HR, payroll, financial wellness, without asking them to read all thirteen modules before deciding to look closer.

OUTCOME

Business impact

Since launch, DeduktPro has landed a meaningful run of private-sector sign-ups, still early traction, but real movement into a market it had zero presence in before.

Lead quality, not just volume

Stakeholders specifically credited the pricing-forward approach with attracting sign-ups who were already serious about the product rather than generic traffic, the transparency did double duty as a trust signal and a filter.

Open question

No data yet on how the ghost-worker elimination feature specifically has landed with anyone, too early to say.

REFLECTION

The real story here wasn't building trust from nothing, the product already worked. It was translating something functional but invisible into a page for people meeting it for the first time, while keeping the actual reason the business wanted this expansion, real micro-loan access for employees, visible without turning the whole platform into a loan pitch. Leading with pricing mattered more than expected: it wasn't just removing friction, it filtered for people who were already serious, probably a better outcome than a higher raw sign-up count would have been.

If I did this again, I'd want a way to track interest in the ghost-worker feature specifically. It's the one strong, differentiated claim on the page with no feedback loop attached, so there's no way yet to know if it's landing or getting scrolled past.

RELATED WORKS

See more