Designer's hands over a dark workspace with a glowing prototype on screen

Jordan Calloway

Senior UI/UX Designer — Systems, Craft, and Measurable Impact

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01 — Portfolio
2026
01
Craft

Fintech onboarding that lost 68% of users before the first transaction.

A Series B neobank hired me six weeks before launch. Their onboarding had been built by engineers following a compliance checklist. The result: a 14-step flow, three identity verification dead ends, and a drop-off cliff at step four.

Research artifacts
User journey map showing 14 touchpoints across a fintech onboarding flow

User Journey Map

14 touchpoints audited

Competitive audit grid comparing 8 fintech products across key UX dimensions

Competitive Audit

8 products benchmarked

Usability session notes and affinity diagram from 22 participant interviews

Usability Sessions

22 participants, 3 rounds

Solution
Redesigned fintech onboarding flow showing clean 4-step progressive disclosure on mobile device mockup

−61%

Drop-off rate

4→3

Steps to first tx

4.8★

App store rating

Next project
02
Systems Thinking

Twelve product teams. Zero shared vocabulary.

A 300-person SaaS company had grown by acquisition. Three separate design teams, four codebases, and a brand that looked different on every surface. The brief: build one design system to unify all of it — without stopping the product roadmap.

Design system Figma file showing component library, token documentation and usage guidelines
Figma / Production

Color Tokens

128 tokens

Semantic, theme-ready, WCAG AA throughout

Typography Scale

18 styles

Fluid type with optical sizing baked in

Component Library

240+ components

Figma + code parity, documented exhaustively

Motion Spec

32 easing curves

Physics-grounded, reduced-motion aware

Icon System

620 icons

Dual weight, 4px grid, SVG-optimized

Spacing Grid

4pt base unit

Consistent density across all surfaces

−40%

Design-to-dev handoff time

3→1

Design systems consolidated

94%

Adoption across product teams

×2.3

Feature velocity, Q1→Q2

Final project
03
Measurable Impact

The checkout that cost $2.4M in annual GMV.

A consumer marketplace's checkout had a 71% abandonment rate. The engineering team had already A/B tested button colors and copy. What they hadn't done: watch a single user try to check out. I spent two days in sessions. The problem was cognitive, not visual.

Before — 71% abandonment
Original checkout flow showing cluttered form fields, unclear error states, and buried CTA button
14 form fields · 3 error states · no progress indicator
After — 29% abandonment
Redesigned checkout showing clean 3-step flow with smart defaults, inline validation, and clear progress
5 fields · smart defaults · 3-step progress

Six-month post-launch results

−58%

Checkout abandonment

vs. 71% baseline

+$3.1M

Recovered GMV

annualized projection

2.7×

Mobile conversion

vs. prior quarter

4.9★

Checkout NPS

from 2.1 pre-redesign

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