Avenue: Personalised CTA design system

Most teams treat the call-to-action as boilerplate: a button, a phrase, ship it. Avenue was a design exploration into what happens when you treat the CTA as a system instead: personalised per visitor, contextual per page, built for measurement.

The output was the first client-personalised CTA design system, documented end-to-end as a Figma library (Avenue 2.0).

Audit of conventional CTA patterns across B2B and B2C sites

Personalisation framework: visitor signal → CTA variant

Component library + design tokens for the CTA system

Documentation for engineering implementation

Conversion isn't a one-off A/B test. It's a discipline that shows up in every surface a buyer touches. Avenue worked through the design half of that discipline, the part that lives upstream of the experiment, in the components themselves.

Same thinking now powers CMD's conversion-experiment work: popups, exit-intent, signup flows, the small surfaces that decide whether a visitor converts.

Result Design system shipped, fully documented in Figma. Case study at ary4n.com/avenue.

→ ary4n.com/avenue