— ROLE
Design
Testing
Prototyping
Strategy
— SOFTWARE
Figma
— RESEARCH / TESTING
Google Analytics
A/B Test
Hotjar
— TEAM
1 Product Designer
1 Product Owner
1 Software Engineer
1 Growth Marketer
Challenge:
After a checkout change, lead capture from paid traffic dropped sharply. Marketing needed a fast, low-lift way to test whether landing page changes could reverse the trend without derailing the product roadmap.
Outcome/Solution:
I designed and tested new landing pages focused on intrigue (“Unlock…” messaging), aligned to Sofar’s mystery-driven brand. A/B testing revealed a 4x increase in leads, leading to this becoming the default homepage for first-time visitors.
BEFORE & AFTER
THE PROCESS
Challenge:
Our marketing team observed a significant drop in leads following a change to our checkout flow, necessitating a swift increase in the capture rate of new leads. The solution needed to be implemented quickly and with minimal impact on the engineering team to avoid derailing the product roadmap.
Approach:
Conducting a brainstorming session with our Product Owner, I curated a range of ideas that could be executed within a single sprint without introducing unnecessary friction to the customer’s purchase journey. Collaborating with the Lead Engineer, we assessed these ideas on an effort/impact matrix to prioritize and design concepts.
We concluded that a stand-alone landing page, based on the home page framework and accessible from paid marketing channels, would be the quickest to design, build, and test.
Early explorations
Refined concepts (right) better aligning with social media ad messaging (left)
Research & Design :
I explored various messaging, imagery, and layout concepts, aligning them with insights from recent marketing and user research. The recurring theme was 'the initial mystery of an unknown venue and artists,' which proved to be a compelling hook for new customers.
Guided by this insight, I presented final concepts featuring a prominent call-to-action (CTA) in the hero section, a brief overview of expectations, and a lineup of upcoming concerts. Collaborating with marketing and product teams, we refined and iterated on these concepts to create two final designs with slightly different layouts and content for A/B testing.
Outcomes:
The A/B test yielded an overwhelmingly positive response from new visitors, resulting in a remarkable 400% increase in leads. Capitalizing on this success, we integrated the design as a “new visitor” version of our homepage for first-time customers, further enhancing their Sofar experience.