Vault Landing page

Role: Product & Web Designer Scope: UX strategy, content structure, UI design, Framer build Tools: Figma, Framer Live site: https://vault-fmcg.com/

Vault FMCG came with a clear mission: stand out in a crowded B2B landscape and communicate authority, trust, and clarity to manufacturers, vendors, and buyers in the fast-moving consumer goods space.

The key challenges were:

Complex audience: Multiple user types (retailers, brand owners, distributors) with different motives

Ambiguous product narrative: FMCG is a functional vertical, but the value proposition for Vault needed refinement

Competitive space: Other FMCG platforms feel generic, commodity-like, or over-technical

The strategic question was simple but critical:

From the outset, the strategy focused on clarity and trust.

Instead of starting with visuals, we started with questions:

What is the core promise of Vault?

Who is the primary audience we should design for?

What actions do we want visitors to take (sign-up, demo request, contact)?

What proof points reinforce credibility?

These questions dictated the structure, messaging, and visual flow of the site.

1. Lead with clarity The hero section clearly states the value proposition in human terms — not industry buzzwords. Visitors immediately understand:

What Vault does

Who it serves

Why it matters

2. Audience segmentation Rather than generic content, we created audience-oriented pathways that speak directly to:

Retailers looking for partners

Brands seeking distribution

Distributors evaluating new tools

This makes the site feel personally relevant, not generic.

3. Proof over promise Instead of abstract claims, we included:

Process explainers

Data points where available

Trust elements such as partner logos or testimonials

4. Focused CTA behavior Each section ends with a clear next step — demo booking, contact form, or download — reducing hesitation and decision fatigue.

Modern and authoritative typography

Clean layouts with strong visual hierarchy

Consistent spacing and rhythm

Subtle motion to guide focus (Framer transitions, scroll-linked animations)

Fully responsive build

Optimized for performance and SEO

Use of components and variants for maintainability

Easy future updates (CMS where appropriate)

The experience was tested across breakpoints to ensure clarity on desktop and mobile alike.

The final website for Vault FMCG is:

Clear and confident in its messaging

Structured for real visitors (not just designers)

Visually balanced — authority without intimidation

Built for action — conversion forward with logical pathways

Rather than feeling like a brochure, the site supports real business outcomes:

stronger first impressions

easier onboarding for visitors

reduced confusion about value and next steps

Effective B2B website design is not about visual flair — it’s about relevance, structure, and trust.

By aligning the content with human intent — not assumptions — the Vault site becomes more than a destination: it becomes a guided experience for decision-makers.