Non-disclosure Agreement: All details and visual designs in this case study have been altered and rebranded to protect the employer’s intellectual property.
Summary
Optimizing a landing page for user sign-up and showcase product features through CTAs and simplified product descriptions.
Designing a landing page that fits the stakeholders’ vision, yet simplifies the product features explanations to encourage user sign-up conversion.
Challenge
User Research
For the first version, I did not have time to conduct user interviews due to a very tight deadline of one week. When the launch deadline was pushed up, I worked on a second version while considering stakeholder requests and user insights that were shared with me. Among the potential users they surveyed, the site needed to include an area with user reviews. User reviews will help build rapport with other potential users whether they’re consumers or businesses. I also conducted a competitive analysis of similar websites and product landing pages to better inform my design process to improve potential user sign up.
Based on my website audits of similar websites, I noticed 5 key trends that help make a platform’s product clear for users. With these findings, I utilized these concepts while also keeping what users may be considering in mind when they are learning about the product and it’s usage.
Lo-Fi Sketch → Hi-Fi Wireframes
Based on the website audits I conducted, many product landing pages utilize CTAs and short descriptions to encourage informed decisions. I used CTA buttons throughout the the product features section for users to gather more information, within the hero section and header for quick sign ups if they want to try the product right away, and the B2B section highlighting how it can be used for businesses.
I went with a grid layout for the reviews section since videos may be incorporated later and could be adjusted using a bento layout. This way, if a video review format was added, it could maintain some consistency with the grid layout. While the business testimonials may not be included in the launch, I included it to showcase to stakeholders how it might be incorporated once more product usage and proof has been gathered.
Usability Testing
There were no major issues for usability after creating the prototype other than adjusting the header font for a stylistic preference for the stakeholders. While they wanted to use a new font, it was initially difficult to read, however, I made some adjustments for the new font to have a medium weight and all capitals for readability.
After the initial presentation, I revisited the design after two weeks to make adjustments from the feedback to include a mobile version with an adjusted reviews section layout for scrolling and added a cookie consent banner after the stakeholders let me know about some legal requirements they need to meet.
Takeaways
