Context
When new users started researching Ligo, many of them struggled to understand what our digital wallet was, who it was for, and how it could be used in real life.
Most of the site was product-first and feature-heavy, but it lacked clear explanations, use cases and proof of value. This created friction at the top and middle of the funnel: visitors had to “work” to understand us.
Before
Objective
My goal was to rebuild the information architecture and content for awareness and education, so that:
- People who were just starting to research Ligo could quickly grasp what we do.
- Different segments (merchants, partners, etc.) could see themselves in our use cases.
- We had strong content assets to support paid, SEO and sales conversations.
To do this, we created service pages, use case pages, success stories and a blog around the Ligo digital wallet.
What I Did
1. Diagnosis & Content Gaps
- Identified key questions users had early in their research:
- What exactly is Ligo?
- Is this for my type of business?
- How does the wallet work in day-to-day operations?
- Audited existing content and found we were missing:
- Clear explanation of services.
- Concrete use cases by industry or persona.
- Proof points (stories, numbers, testimonials).
- A structured blog to educate and capture intent earlier.
2. New Menu
To improve top-of-funnel clarity for Ligo’s digital wallet, I redesigned the main navigation into three intent-based sections: Services, Uses and What is Ligo?. The new menu groups every feature under clear service categories, explains real-life use cases for different types of customers, and adds an educational hub that answers “what is Ligo and how does it work?” in one place. This structure helps new visitors quickly understand the product, see themselves in the use cases, and move faster from curiosity to consideration.
3. New Information Architecture
I designed a simple, awareness-friendly structure around the digital wallet:
- Service pages Pages that clearly explained each Ligo service and how it connects to the digital wallet: what it does, who it’s for, key benefits and basic flows.
- Use case pages Scenario-based pages (e.g. different types of businesses or situations) showing how the wallet solves specific problems, with step-by-step examples and diagrams.
- Success story pages Short case studies with story structure:
- Problem → Solution → Impact
- Focused on real numbers and qualitative quotes to make the product tangible.
- Blog An editorial layer with articles on financial operations, digital wallets, best practices and how-to guides, designed to:
- Educate prospects early.
- Rank for relevant search terms.
- Give CS content to share in conversations.
Results
The new structure and content made Ligo’s digital wallet much easier to understand for first-time visitors and gave us a stronger narrative across channels.
- Visitors researching Ligo now had a clear path: service → use case → proof → download.
- CS started using the new pages as standard resources to explain what we do.
- The blog and use case pages became landing points for campaigns and SEO, supporting awareness and consideration.