Landing Page Redesign

Visual/Web design

Overview

The existing presale experience had become dated and difficult to navigate. The pages followed a blog-style layout with long-form copy, making it difficult for users to quickly understand the product's value proposition or take action.

I partnered with the Conversion Optimization, Product, and Development teams to redesign multiple presale pages, creating a more modern, modular experience focused on clarity, visual hierarchy, and user engagement.

‍Role: Senior Designer
Team: Marketing, Backend Engineering, Analytics
Scope: UX/UI Design, Visual Design, Creative Asset Creation, Figma Mockups

The Problem

The previous presale pages presented several usability issues:

Long blocks of text created cognitive overload
Important product benefits were buried within the content
The layout lacked a clear visual hierarchy
The design no longer reflected the quality of the brand
Components were difficult to reuse across campaigns

The goal wasn't simply to refresh the visual design, it was to create an experience that helped users understand the product more quickly while giving internal teams greater flexibility to optimize future campaigns.

Business Context

Primary acquisition channel: Paid media
Mid/high traffic volume
Variations of the same content were untested
Marketing needed more flexibility to test messaging variations

Any improvements would have direct revenue impact.

Old version:

New versions:

My Role & Ownership

I owned the visual and UX design of the redesigned presale experience.

Designing high-fidelity mockups in Figma
Creating all supporting creative assets and illustrations
Establishing a modern visual direction
Working with the Conversion team to prioritize messaging hierarchy
Partnering with Product to ensure the experience aligned with broader customer goals
Collaborating with developers throughout implementation to ensure design quality and feasibility

This wasn’t just visual polish, it was structural improvement.

Design Strategy

1. Design for Scalability

Rather than designing individual pages in isolation, I created reusable components and creative assets that could support future presale campaigns.

This reduced design inconsistency and gave marketing teams greater flexibility when launching new products or testing messaging variations.

2. Modern, More Visual Layout

Cleaner layouts
Improved spacing
Stronger typography hierarchy
More engaging imagery
Consistent visual components

The redesign modernized the experience while reinforcing trust and credibility.

3. Increase Scannability

Clear section headers
Visual grouping
Strong call-to-action placement
Supporting graphics that reinforced messaging

This made information easier to consume without sacrificing important details.

Design Deliverables

Throughout the project I produced:

High-fidelity Figma mockups
Custom visual assets and supporting graphics
Reusable UI components
Design specifications for development handoff

Every change was tied to reducing friction and improving conversion clarity.

Collaboration

This project required close collaboration across multiple disciplines. I partnered with:

Conversion Optimization to prioritize messaging, user flow, and content hierarchy.
Development to build functionality, code, and assist in implementing in backend CMS
Copywriting/legal to provide copy and review legality of claims

Working cross-functionally allowed us to balance business goals, technical constraints, and user experience throughout the project.

Results

We made intentional tradeoffs between persuasion and clarity.

Conversion rate increased 15-20%
Improving content organization and readability
Creating a more modern and engaging visual experience
Simplifying the user journey through clearer hierarchy
Delivering reusable design assets for future campaigns

Even beyond measurable metrics, the page became:

Easier to maintain
Easier to test
Faster to iterate on