Reis Revisional UX/UI Redesign for Legal Fintech Positioning
UX Design: Eduardo Ortega, Raphael Thalles
UI Design: Raphael Thalles
Role: UX/UI Design, Information Architecture, Visual Design
Responsibilities: Website redesign, user flow optimisation, visual system development
Collaboration: UX Design (Eduardo Ortega)
Reis Revisional is a Brazilian legal firm specialising in debt recalculation and financial contracts. The existing website had a fundamental problem: it didn't look like a company people could trust with their financial problems. The visual language was outdated, the structure was unclear, and the brand communicated none of the credibility the service required.
Task
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The brief pointed toward one direction: credibility. Research into the audience and competitive landscape led to a fintech-inspired visual system, high contrast, precise typography, a dark and authoritative aesthetic. The kind of visual language that signals security and technological reliability. On paper, the right answer.
Action
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The proposal worked for one audience and pushed away another. The redesign successfully repositioned the brand as modern and trustworthy, but the shift was too sharp for the firm's existing client base, who found the new aesthetic distant and inaccessible. Design had solved one problem and created another. The original site was restored with targeted improvements, while the fintech visual system found its real home: it became the foundation for a separate commercial arm the company was building, a context where that language was exactly right.
Result
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This project didn't end with a launch. It ended with a lesson that informed two products instead of one. Knowing when a design is right for the wrong audience, and being honest about that, is as valuable as getting it right the first time. The conversion rate on the revised site improved by 15%.
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