VPOS Pages
- +33% Bottom-of-Funnel Conversion
- 500M+ Addressable Market
- 4 Locales Launched
VPOS pages were among Square's highest-stakes public web properties — not editorial pages, but conversion pages, the ones where a merchant weighing their options would land, read, and either sign up or leave. Everything needed to work flawlessly: across multiple locales, across every device breakpoint, with no gap between what design intended and what engineering shipped.
When the lead production designer was out of office mid-project, there was no waiting for a handoff. The QA rounds ran, the issues got flagged, and the timeline held.
How to demo the product turned out to be a more interesting question than it first appeared. Block has tried different demo formats over the years — interactive trials, live sales demos, free trial offers — and each carries a different theory about what converts a hesitant merchant into a confident one.
The team landed on controlled animation organically, through a shared read of what the other formats had and hadn't done. Animation, done with care, does something the others can't: it shows the product behaving exactly as intended, at the exact moment of consideration, with no friction and no risk of the experience breaking. The concern about it feeling "too polished" shaped how it was designed — not a cinematic flythrough, but a precise, functional demonstration of the product doing its job. That distinction mattered, and it's the difference between marketing and evidence.
Localisation ran alongside all of it. Ensuring design integrity across French, Japanese, and additional markets isn't a translation exercise so much as a design one — every layout decision that worked in English had to hold across languages with different lengths, characters, and reading rhythms.
Animation is a conversion decision, not a design decoration. The craft questions — how something moves, how long it takes, what it shows and what it withholds — are inseparable from the conversion questions, and treating them that way changes how you approach both.
This project also sharpened my read of when controlled presentation outperforms interactive experience. On a conversion page, too much openness introduces too much noise, and precision tends to serve trust better when the stakes are high and the moment is short.
“Olivia went above and beyond helping the teams cross the finish line for two big projects while I was away. Her enthusiasm and diligent work is unparalleled.”
— Sasha Hernandez, Block
