Performance-Focused Landing Page for Data Report

Project: Report landing page for Instantly Goal: Transform complex report content into a clear, conversion-focused landing page. (not heavy visuals)

Instantly needed a landing page to present a data-heavy report in a way that is: – easy to scan – aligned with their new brand – focused on performance rather than decoration

The challenge was not visual complexity, but structuring and prioritizing information.

💡 This project was more about thinking than styling.

Role: UX/UI Designer Note: Charts and data visualizations were created by another designer.

The client provided content in a raw format: long text blocks (see below)

Main challenges: – large volume of text; – no visual hierarchy; – risk of cognitive overload; – strong constraint: performance-first, not heavy visuals; – must follow new brand guidelines.

Without restructuring, the page would: – feel like a document, not a product; – reduce readability; – lower conversion potential.

Before designing visually, I focused on: – content logic – reading flow – hierarchy – user intent

Instead of jumping into UI, I started with structure.

Reduce complexity through layout

Guide the eye with hierarchy

Design for scanning, not reading

Use contrast only where it improves clarity

To validate structure before visuals, I created two low-fidelity layout directions.

A minimal structure focused purely on: – typography – spacing – reading rhythm

This version tested: – how content flows without visual support – whether hierarchy works on its own

This version introduced: – section containers – visual grouping – contrast blocks

Goal: To test if separating content into visual zones improves: – scannability – comprehension – perceived complexity

These low-fi mockups allowed the client to evaluate logic, not aesthetics.

After validating the structure, I translated the chosen layout into a high-fidelity design using Instantly’s new brand system.

Design principles: – lightweight visuals; – strong typographic hierarchy; – restrained color usage; – layout over decoration; – clarity over style.

The design supports: – fast scanning; – easy navigation through sections; – focus on content, not UI noise.

My role went beyond UI execution.

I worked on: – content structuring; – layout logic; – hierarchy system; – translation of brand rules into usable UI; – performance-oriented design decisions.

This project demonstrates my strength in: ✅ turning raw content into structured experience; ✅ designing for clarity and usability; ✅ working with constraints; ✅ balancing brand and performance; ✅ explaining design decisions logically.

The final design: – feels like a product page, not a document – makes long content approachable – supports conversion goals – remains lightweight and brand-consistent

This case shows how design can: not just decorate information, but organize it into an experience.