Design the MVP for ProTradePay, a fuel and trade card platform aiming to simplify credit access and rewards for tradespeople. The goal was to create a credible, frictionless product experience that could drive early user trust, convert interest into signups, and support investor conversations during a critical early-stage funding phase.
I focused on simplifying the onboarding experience by breaking the sign-up process into logical, grouped steps. This reduced cognitive load and created a sense of momentum by using behavioural tactics that encourage users to finish what they start. We used non-committal language, guided UX patterns, and light-touch validation to make the process feel easy, familiar, and low-risk. The UI was designed to build trust quickly, with a credible visual style that supported both user signups and investor confidence.
The platform gained over 80,000 users on its waitlist in a short period, far exceeding initial growth targets. It also received early support from major industry partners including Shell, Esso, UK Fuels, Morrisons, ScrewFix, and B&Q. Investor feedback has been overwhelmingly positive, with the product experience cited as a key factor in gaining confidence and support. Development is ongoing as the team works to scale delivery in line with demand.