Confidentiality Notice
This case study is under NDA. Some data points, client names, and visuals have been modified or anonymized for confidentiality.
What I did
My Role: Senior Product Designer (Consultant)
Year: 2023
Skills Applied: Landing page design, visual design, UX design, and funnel.
Tools: Figma, Figjam, Hotjar, Google Analytics
Problem framing
EcoBottle, a direct-to-consumer (DTC) brand selling eco-friendly water bottles, was experiencing poor conversion rates from paid traffic.
Despite a strong product-market fit, the existing website failed to:
Despite a strong product-market fit, the existing website failed to:
• Capture users’ attention within the first few seconds.
• Communicate the unique value proposition.
• Build trust quickly enough to drive lead generation.
My mission: Design a high-converting landing page and lead-generation funnel that aligns with user expectations, reduces friction, and scales acquisition efforts.
Lean UX Canvas + HMW synthesis
Discovery and research
Due to project constraints, I focused on secondary research and heuristic analysis to validate assumptions.
Competitive benchmarking:
• Analyzed DTC brands like Allbirds, and Blueland to identify best practices in communicating eco-values and driving conversions.
• Analyzed DTC brands like Allbirds, and Blueland to identify best practices in communicating eco-values and driving conversions.
Customer empathy mapping:
• Mapped likely customer motivations and barriers:
• Mapped likely customer motivations and barriers:
Motivations: Desire to reduce environmental impact; preference for stylish, sustainable products.
Barriers: Skepticism about brand legitimacy; price sensitivity.
Key insight:
• Cold traffic needed instant emotional validation (“I’m making a difference”) combined with tangible incentives (“15% off”).
• Cold traffic needed instant emotional validation (“I’m making a difference”) combined with tangible incentives (“15% off”).
Visual Benchmark: Allbirds and Blueland homepage experience. Empathy Map: User mindset before conversion
Goals
• Achieve a lead conversion rate of 10 %+.
• Decrease bounce rate to below 50%.
• Build an acquisition funnel ready for retargeting and email marketing flows.
Strategy and execution
UX Strategy
• Value Prop First:
Immediate articulation of product value (“Drink Clean. Save the Planet.”) tied to a strong financial incentive (discount).
Immediate articulation of product value (“Drink Clean. Save the Planet.”) tied to a strong financial incentive (discount).
• Trust Signals Above the Fold:
Eco-certifications, user reviews (★★★★★), “1M+ bottles saved” impact metric.
Eco-certifications, user reviews (★★★★★), “1M+ bottles saved” impact metric.
• Simplified Funnel:
Landing → Email Capture → Thank You Page → Automated Email Sequence (5-day nurturing flow).
Landing → Email Capture → Thank You Page → Automated Email Sequence (5-day nurturing flow).
• Mobile-First Design:
72% of the traffic came from mobile devices, so thumb reach, quick loading, and scroll-triggered CTAs were prioritized.
Conversion funnel architecture.
UI an visual design
• Earthy, calming palette: Pastel greens, soft neutrals to align with eco-values.
• Minimalist layout: White space emphasized to reduce cognitive load.
• Conversion-driven microcopy: Focused on urgency and reassurance.
Early stage ideation.
Final UI design landing page experience.
Email flow assets: Signup, thank you page, and email sequence
Testing and validation
Quantitative Tracking Setup:
• Google Analytics to measure bounce, time on page, and conversions.
• Hotjar for heatmaps and scroll depth analysis.
Rapid Validation Post-Launch:
• Observed user behavior via Hotjar to fine-tune CTA placement.
• Email open rates and CTR are tracked via Klaviyo to optimize sequences.
Impact and Results
KPIs after 30 days.
Key Learnings
• Clarity wins: Users convert faster when the emotional and rational triggers are immediately visible above the fold.
• Micro-optimizations matter: Small tweaks in CTA positioning and microcopy impacted behavior.
• Landing pages are funnels: A landing page doesn’t end at the form; the thank you page and follow-up emails are critical.
This project demonstrated how a strategic UX process can dramatically improve acquisition metrics even in a constrained, fast-paced environment.
It reinforced my belief that UX is not just about usability; it’s about driving meaningful business impact through user-centered design.
This project demonstrated how a strategic UX process can dramatically improve acquisition metrics even in a constrained, fast-paced environment.
It reinforced my belief that UX is not just about usability; it’s about driving meaningful business impact through user-centered design.
Next steps (beyond initial delivery)
• A/B testing alternative offers (e.g., $5 off vs 15% off) to optimize acquisition cost.
• Introducing a short onboarding quiz to better segment leads based on their eco-priorities.
• Building deeper behavioral analytics using GA4 custom events.
