When Jottacloud announced their relaunched website in late 2024, it immediately caught my eye, but sadly, not in the way they might have hoped for. Jottacloud has a solid product that I deeply admire, but their new site was doing them a disservice by underselling the product and its capacities.

The main issue stood out to me immediately: there was absolutely nothing telling visitors that there’s more content below the fold. You say “Prices and plans”, and even give me a little toggle to play with, but … why? What prices and plans are you talking about? What do you want me to pay for? And what’s that garish brown button doing up there in the corner?

To kick things off, it only made sense to lift the different product packages up just enough to peek above the fold.

This simple adjustment created an immediate visual cue that says "keep scrolling, there's more good stuff down here!" Sure, scroll is cheap, and the navigation has "Prices and plans", which technically hints at more content, but what’s so wrong about doing our users a favor and simply showing them there's more to see?

Still, this still won’t cut it in today’s day and age. The second obvious thing that needed to be done was giving the CTA more attention. Like, by a lot. How do we do this? Well, let's start by making it match the brand colors. Oh, and what if we make it really big, too?

When it came to the copywriting, I did a couple of things: "Get started - it's free" tells users exactly what to expect when they click. When a new set of eyes are scanning a website, there simply isn't a lot of room for ambiguity. Having copy that is clear and to the point is therefore critical. Plus, removing uncertainty from the user journey almost always improves conversion rates.

The heading got the same treatment. Strong security should be a given for any cloud storage provider in 2025, not a differentiating feature. A shorter, punchier headline gets this point across quickly while also helping reinforce the hierarchy on the page, guiding the user’s eye down towards the CTA. Pair this with center-aligning everything and things are starting to look pretty good.

Finally, I spent some time sorting out the details of their product offerings, and redesigning their respective cards. I noticed that a lot of Jottacloud’s competitors, and SaaS products in general, often follow a price structure that, essentially, goes from “free → most expensive”. Plus, more often than not, users are encouraged to pick a specific package/deal, highlighted through things like color and other forms of incentivizing like a good deal.

Ultimately, after exploring a couple of options, I ended up settling on a middle ground. I also worked on the assumption that, while price matters, it doesn’t need to blown out of proportion. A thing I kept having in mind was that the new website was meant to appeal to the professional market, a target group I can only assume cares more about functionality and less about price. Still, price is rarely irrelevant, so I settled on keeping it visible but slightly toned down.

Even though this was a quick redesign, I found myself spending a lot of time iterating and trying out different variations, especially on the cards. As fun as it was using my intuition while also looking at best practices from competitors, I can only imagine how interesting it would’ve been to redesign the entire website with data to back up the reasoning.

Still, I’m really satisfied with the end result. Sometimes the most impactful design changes aren't the flashy overhauls, but the thoughtful refinements that remove friction from the user experience.

***