From Data to Delight: A Playful Path to Downloads

How we reimagined ConvertKit’s Creative Economy Report landing page with a playful, folder-and-notes-inspired design.

By blending whimsical visuals with intuitive UX, we achieved a potential 15% higher download rate and turned a standard report page into a memorable, engaging experience for creators.

ConvertKit (rebranded as Kit) approached us to design a landing page for their 2023 Creator Economy Report. While report-focused websites often lean on simplicity, Kit wanted a fresh, engaging approach to stand out in a crowded digital space.

The primary goal was to convert visitors into downloaders, reducing bounce rates and ensuring users not only visited the page but also downloaded the report. The challenge was to balance creativity with functionality, creating a visually appealing yet intuitive experience that encouraged action. Here’s how we achieved success:

Playful Hierarchy is Key - We have used folders as devices and notes as content containers, creating a clear, scannable structure that results in the webpage to be approachable and fun.

Integration of Stickers - The integration of stickers allow for a more playful approach, where they're designed in a way to relate with the content, this allows to also highlight key takeaways, and adding visual interest.

Ensuring Mobile-First Design - Since this project has a slightly high complexity when it comes to displaying these elements, it's crucial to ensure that the vertical layout is repsonsive, allowing for stickers and notes to scale seamlessly.

As the Web Designer, I collaborated with another designer to conceptualize and execute the landing page, ensuring alignment with Kit’s rebranding efforts and the playful, creator-focused tone of the report.

Concept Development - We initially proposed a horizontal-scrolling layout to break away from traditional vertical designs, using “folders” and “notes” as metaphors for the report’s content. This concept aimed to create a unique, interactive experience.

Adding Visual Metaphors - Introduced sticker-like elements and handwritten notes to evoke a playful, DIY aesthetic, resonating with Kit’s audience of creators and freelancers.

Vertical Adaptation - However from the given feedback, we decided to transform the horizontal concept into a vertical-scrolling layout, using folders as section headers and notes as content blocks. This maintained the playful vibe while simplifying navigation.

Based on the project that we have executed, here are the following potential outcomes:

Engagement Boost - With the redesigned new page, there's a potential increase on engagement boost due to its compelling visuals, allowing for more time spent compared to previous report launches.

Potential Increase on Conversions - There's also a potential increase on a higher download rate, and decrease of bounce rate compared to previous benchmarks, especially on their websites done.

Seamless Navigation - Through complexity navigation, we're able to produce a seamless navigation for both web and mobile versions, allowing for increased user optimization.

With the points of measured success mentioned above, here are the valuable insights that we have gained from the project:

Flexibility is Key - Adapting the horizontal concept to a vertical layout taught me to balance innovation with practicality, especially under tight deadlines.

Metaphors Matter - Using real-life objects (folders, notes) as design metaphors made the page feel relatable and engaging, even for users unfamiliar with Kit.

Collaboration Drives Creativity - Working with another designer allowed us to bounce ideas off each other, resulting in a more polished final product.

This project transformed a standard report landing page into a vibrant, interactive experience that resonated with Kit’s creator community. By blending playful visuals with intuitive UX, we turned a simple download into a memorable journey—proving that even data-heavy content can feel fresh and fun.