Conversion Rate Optimization

This redesign is made as part of a Philips workshop at DEPT agency. We took the original landingpage and designed this new one based on specific personas and targets.

The UX

The persona who Philips wanted to design for is a customer that is tech oriented. An early adulthood to early middle aged woman or man that is into live improving technology. The target was to create more sales through the website. Multiple elements were incorporated into the design to make this possible. For example a sticky CTA which is visible at all times using the effect of Fitts’s Law, easy to scan and read convincing USP’s tapping into Millers’s Law, user reviews acting as social proof, an explanatory video, faq’s and the possibility to subscribe to a mailing list. All elements which are created to inform and sell the item in the best way possible.

The UI

After having a collective brainstorm on the UX with multiple teams we decided on the above key aspects to integrate into the new design. This was the startingpoint for the UX designer to design a wireframe and for me to come up with a visual concept to incorporate into the UX. The visual concept I came up with is this liquid inspired design. This idea stems from the product which obviously is a liquid driven technology. This concept is incorporated in the form of liquid blobs/puddles masking techy gradients and product visuals. The usage of orange and purple colors also speaks to a tech product while still keeping the freshness and happiness involved with the product and the period of the user’s life. Having this UI which included all the desired UX aspects makes the perfect recipe to aim for and reach conversion targets.