Landing Page | VoidOrigin
Led redesign of landing page for early-stage FinTech company, enhancing brand trust and user clarity.
Role
Research, UI/UX Design, Visual Design, Interaction Design
Timeline
Jun 2024 - Jul 2024
Challenge
A B2C startup's landing page wasn't converting visitors despite offering valuable services. The page lacked the essential ingredients that transform browsers into customers—clarity, trust, and intuitive flow.
Outcome
110% boost in call-to-action visibility, encouraging next steps.
Clear value proposition that speaks to user outcomes, not just features.
Strategic trust signals positioned where doubt typically creeps in.
Improved visual hierarchy that guides users naturally through their decision journey.
The Approach
Systematic Page Audit
Analyzed the existing experience to understand where user confidence was breaking down and why visitors weren't converting.
Marketing-Driven UX Research
Studied how high-converting landing pages structure information and build trust to identify gaps in the current approach.
Exploration through Wireframes
Tested multiple information architectures through low-fidelity sketches before committing to visual design solutions.
A closer look at why users weren’t sticking around.
Through research and exploration I developed a solid plan to solve this problem.
Systematic Page Audit
I analyzed the landing page’s structure, accessibility, visual style, and hierarchy. Key issues surfaced:
Unclear Value Proposition
No single, strong statement and messaging is repetitive and vague.
AI stock images
Heavy use of AI-generated stock visuals feels impersonal and untrustworthy.
Visual friction
Busy background clashes with text. Poor contrast, scattered alignment, and lack of visual hierarchy make scanning difficult.
Marketing-Driven UX Research
I gathered insights from marketing research and behavioral psychology studies to understand the cognitive triggers that drive conversions on landing pages. Used these insights to analyze competitors' landing pages.
Clear & Compelling Copy
Reduce cognitive load with conise, benefit driven copy.
Strong Call to Actions
Create intuitive call-to-actions that guide users towards desired actions.
Credibility & Trust Elements
Incorporate trust elements such as customer testimonials, social proof, and expert endorsements to build user confidence.
Exploration through Wireframes
Backed by research into successful landing page patterns, I mapped out what users expect to see—and what this page was missing.
A high-impact masthead and standout CTA:
Establishes clarity in the first 3 seconds and drives users toward meaningful action.
Strategically placed trust signals:
Builds credibility and reduces hesitation through familiar and persuasive social proof.
A sharper typographic and visual hierarchy:
Uses scale, rhythm, and contrast to lead the eye—and the user journey—fluidly.
If I could do it again...
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.
Here is What I learned
- #1
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.
- #2
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.
- #3
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.