Case Study —
VoidOrigin
As a young startup founded by a solo developer, VoidOrigin — a B2C trading company — faced a critical challenge: its landing page wasn’t effectively converting visitors into engaged users. With unclear value propositions and under designed elements, the page failed to convey the brand’s strengths or guide users toward key actions. This case study breaks down how I reimagined the page, focusing on improving usability, visual clarity, and trust signals to create a more compelling first impression.
Roles
UX Designer
Team
1 Founder and Developer
Skills
- Human interface design
- Interaction design
- Design systems
- UX Research
- Marketing
- Art direction
Timeline
June 2024 - July 2024
The Problem
A B2C startup landing page fails to convert visitors into customers.
A B2C startup launched a landing page to showcase its services and products, but it struggled to engage users. The page lacked clear calls-to-action, had accessibility barriers, relied on AI-generated imagery that felt impersonal, and featured weak messaging that failed to convey the brand’s value. These issues led to low trust, poor user engagement, and high bounce rates.
Results
The redesign increased clarity, engagement potential, and overall aesthetic quality by an estimated 85%, with a 110% boost in call-to-action visibility — streamlining user flow and improving brand trust.
Visual Audit
Taking a visual audit of the landing page, I identified several key issues.
The audit process involved a thorough review of the landing page's design, accessibility, visual design, and messaging. The audit identified several key issues, including a lack of clear branding, reliance on AI-generated imagery, and a layout that made it difficult for users to understand what steps to take next.
Untrustworthy Design
The landing page’s lack of strong branding and overuse of AI-generated imagery made it feel generic and unreliable, failing to establish credibility with visitors.
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Inspiration
After auditing the original design, I worked with my client to gain insight on their competitors and goals.
Research & Insights
I researched best practices for high-converting landing pages, analyzing competitor websites and industry standards.
Insights
The insights gathered shaped the redesign strategy:
- Clear & Compelling Messaging: Reduce cognitive load with concise, benefit-driven copy.
- Strong Call-to-Actions: Create muiltiple intuitive calls to action.
- Credibility & Trust Elements: Incorporate testimonials, FAQs, and risk-reducing messaging.
The Process
I progressed from low-fidelity wireframes to high-fidelity designs, iterating based on valuable client feedback and research to ensure the final design aligned with their vision and goals.
To quickly iterate and test layouts I went straight from research to digital exploration.
Final Result
New sections were introduced with a refreshed visual identity, enhancing the page’s overall polish and creating a more trustworthy feel, while providing greater opportunities for retention and engagement.
From the Top
Masthead offers a clear statement of value along with a compelling call-to-action. Navigation has been improved with links to key pages.
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Conclusion + Lessons Learned
Beyond the Redesign
This project wasn't just about fixing a landing page, it was about creating something out of nothing. With no existing brand assets beyond AL generated visuals, I had to build a sense of trust, identity, and clarity from the ground up. That meant deep-diving into marketing techniques, rethinking how design influences perception, making strategic decisions to maximize impact with a tight timeline
Here is What I learned
Marketing is Wild, but Effective
From psychological triggers to conversion hacks, marketing strategies aren’t just fluff—they’re powerful when paired with intentional design. The most surprising takeaway? The smallest tweaks in messaging and structure can completely change how users engage with a page.
Good Design is More Than Just 'Looking Good'
Without strong information hierarchy—through typography, spacing, and layout—even the best visuals fall flat. This project reinforced how structure is just as important as aesthetics when it comes to guiding users.
AI-Generated content Can't Carry a Brand
A page filled with generic, AI-made assets lacks authenticity. This experience solidified my belief that real storytelling and custom visuals are key to creating something memorable and trustworthy.
And what whould I do differently?
If I had more time, I’d push this even further—creating custom illustrations to reinforce branding and refining the graphic design for stronger information flow. While the final result achieved the goal, I see opportunities to enhance clarity and polish even more.