Fidel API
Fidel API is a card-linking platform, it lets developers connect payment cards to their apps through a unified API, enabling businesses to capture transaction stream data.
I partnered with Fidel to build their new website and worked as a UI/UX designer to refine segments of their core product.
Website development — UI/UX design — Animations
Brand refresh
The first challenge was explaining where Fidel fits in the bigger picture. As a B2B product, it's invisible to the end user, and the original hero slogan, 'The future of money is programmable', was too abstract to tell a CTO or product lead what Fidel actually does. Instead, we reframed it as 'The engine for real-time rewards', which paints a better picture of where the product sits in the business stack.
To supplement the new heading, I worked on a hero animation that walks through three key steps: a card is linked, a purchase is captured, and the transaction appears in a consolidated real-time view. In a few seconds, a business can see how Fidel turns raw card payments into usable data.
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