Overview Research Process Design Results
My Role Solo UX Designer & Developer
Timeline 4 Weeks (2023)
Team Direct collaboration with CEO & Lead Engineer
UX Research React Development WCAG 2.2 Accessibility Conversion Optimization

Project Overview

Project Type MVP Landing Page

Solo end-to-end design and development

Business Challenge Low Conversion Rates

Unclear value proposition and poor user trust

Key Deliverables Functional React Landing Page

Cross-platform consistency with full accessibility

Business Impact 40% Signup Increase

From 2.35% to 12% conversion rate

The Challenge

TrendSpy needed a landing page that clearly communicated their value proposition to small business owners: a unified platform for trend analysis that saves time and reduces costs.

Key challenges I needed to address:

  • Ineffective communication of product value
  • Low conversion rates for beta signups (2.35%)
  • Lack of user trust and credibility
  • Poor mobile responsiveness across platforms
  • No accessibility compliance standards

My Solution

I led the complete design and development process to create a conversion-optimized landing page:

  • Conducted comprehensive user research across 6 companies
  • Developed clear, benefit-focused messaging strategy
  • Built mobile-first React components ensuring cross-platform consistency
  • Implemented WCAG 2.2 accessibility standards
  • Optimized conversion flow with strategic CTAs
  • Delivered functional prototype meeting all technical requirements

Project Context

Market Opportunity

TrendSpy was preparing to launch a unified trend analysis platform targeting small businesses. Working directly with the CEO and lead engineer, I was tasked with singlehandedly leading both the UX design and front-end development of their MVP landing page to drive beta signups and validate market demand.

Small businesses were wasting up to 40% of their trend analysis time managing multiple platforms, leading to excessive costs and missed opportunities. TrendSpy solved this problem, but needed a landing page that clearly communicated its unique value while being accessible across mobile, web, and tablet platforms.

I had previously conducted comprehensive user research as part of the broader TrendSpy product design which provided valuable insights for the landing page design process.

My role encompassed the complete end-to-end process: from initial user research and creative strategy through final implementation of a functional, accessible React application that preserved the creative vision while meeting technical requirements.

Solo Project Scope

As the sole designer and developer, I was responsible for:

  1. User Research: Leading stakeholder interviews across multiple companies
  2. Creative Strategy: Developing messaging and visual direction
  3. UX Design: Creating user-centered design solutions
  4. Front-End Development: Building functional React components
  5. Accessibility Implementation: Ensuring WCAG 2.2 compliance
  6. Cross-Platform Consistency: Maintaining design integrity across devices

Research Process

1

Stakeholder Interview Strategy

I designed and conducted 12 comprehensive stakeholder interviews across 6 companies to understand the market landscape and user needs:

  • 2 Startups: Understanding resource constraints and rapid decision-making needs
  • 2 Small Businesses: Identifying practical workflow challenges and budget limitations
  • 2 Mid-sized Companies: Exploring scalability requirements and integration needs

Interview Structure: 45-minute sessions focusing on current trend analysis workflows, pain points, tool usage patterns, and decision-making criteria for new platforms.

2

Competitive Analysis

I analyzed existing trend analysis platforms to identify market gaps and positioning opportunities:

  • Exploding Topics: Strong content but limited analysis tools
  • Google Trends: Free but basic functionality
  • BuzzSumo: Comprehensive but complex interface
  • SEMrush Trends: Enterprise-focused pricing

Key Finding: No platform specifically addressed small business needs with both comprehensive functionality and accessible pricing, creating a clear positioning opportunity for TrendSpy.

3

Landing Page-Specific Research

I conducted targeted research to understand how potential users evaluate and choose trend analysis tools:

  • 5-second impression tests: with 8 participants on initial concepts
  • Message clarity assessment: Testing different value proposition statements
  • Trust factor analysis: Identifying elements that build credibility
  • CTA optimization research: Understanding conversion motivators

Critical Insight: Users needed to understand the value proposition within 8 seconds, and social proof from recognizable business roles was essential for building trust.

Platform Fragmentation Pain

Interview participants averaged 3.2 different platforms for trend analysis, with 83% reporting significant frustration from constant switching between tools.

Implication: TrendSpy's unified approach would address a genuine, widespread pain point.

Budget-Conscious Decision Making

Small and mid-sized companies allocated an average of $280/month to trend tools, often paying for unused enterprise features.

Implication: Pricing transparency and feature clarity would be critical landing page elements.

Trust Through Specificity

Users trusted platforms that provided specific, measurable benefits and featured testimonials with clear professional contexts.

Implication: Landing page messaging needed concrete numbers and detailed social proof.

Mobile-First Evaluation

67% of initial product evaluations happened on mobile devices, but most trend platforms had poor mobile experiences.

Implication: Mobile responsiveness would be a key competitive advantage.

"We waste so much time jumping between different platforms just to get a complete picture of what's trending. If one tool could do it all reliably, we'd switch immediately."

— Marketing Director, Mid-sized E-commerce Company

Design & Development Process

1

Information Architecture & Messaging Strategy

Based on my research insights, I developed a strategic content hierarchy to guide users through the landing page effectively:

  1. Hero Section: Immediate value proposition communication (8-second rule)
  2. Problem Statement: Highlighting platform fragmentation pain
  3. Solution Showcase: Visual feature demonstrations with specific benefits
  4. Social Proof: Testimonials with professional context and measurable outcomes
  5. Clear CTA: Friction-free beta access signup

Messaging Framework

I developed a benefit-first messaging strategy based on interview findings:

  • Primary Message: "Save 40% of your trend analysis time"
  • Supporting Benefits: Cost reduction, unified workflow, real-time alerts
  • Trust Builders: Specific testimonials with job titles and company contexts
  • Conversion Focus: Beta access positioned as exclusive opportunity
2

Visual Design System Development

Design System Creation

I developed a comprehensive visual system ensuring brand consistency across mobile, web, and tablet platforms:

  • Color Palette: Deep navy background (#080b2a to #0f1235) with vibrant purple-pink gradients (#cc4dff to #ff71c7) for emphasis
  • Typography Hierarchy: Gilda Display for elegance, Syne for CTAs, Inter for readability
  • Component Library: Consistent crystal card effects with semi-transparent overlays
  • Responsive Grid System: Ensuring visual consistency across all screen sizes

Cross-Platform Consistency

I established design tokens and responsive breakpoints to maintain visual integrity across mobile, web, and tablet experiences, ensuring users received the same brand experience regardless of their device.

TrendSpy visual design system and color palette

Design Philosophy

My visual strategy differentiated TrendSpy from typical data dashboard aesthetics:

  • Gradient Emphasis: Purple-pink gradients for visual interest and hierarchy
  • Crystal Effects: Semi-transparent cards with backdrop blur for modern appeal
  • Subtle Animation: Hover states and micro-interactions for engagement
  • Technical Credibility: Clean, precise layouts maintaining professional trust
3

React Component Development

I singlehandedly implemented the complete front-end architecture using React.js, transforming the design prototype into a functional, accessible landing page:

Component Architecture

  • Navigation System: Responsive header with mobile menu and smooth scrolling
  • Hero Component: Gradient text effects with CSS-in-JS animations
  • Feature Cards: Reusable components with custom SVG icons and hover states
  • Testimonial System: Dynamic rendering from structured data
  • Form Components: Email validation with real-time feedback and error handling

Technical Implementation

  • State Management: React hooks for interactive elements and form validation
  • Responsive Design: CSS Grid and Flexbox with mobile-first approach
  • Performance Optimization: Lazy loading and efficient re-rendering
  • Cross-Browser Testing: Ensuring consistency across all major browsers

Development Highlights

  • Built modular, reusable React components for maintainability
  • Implemented CSS-in-JS for dynamic styling and theme consistency
  • Created custom hooks for scroll detection and form validation
  • Ensured responsive design worked seamlessly across all target platforms
4

Accessibility Implementation (WCAG 2.2)

I implemented comprehensive accessibility features, maintaining WCAG 2.2 standards while preserving the creative vision:

  • Semantic HTML Structure: Proper heading hierarchy (h1-h6) and landmark regions
  • Keyboard Navigation: Full site navigation without mouse, including custom focus styles
  • Screen Reader Support: ARIA attributes for complex components and form elements
  • Color Contrast: All text meets AA standards (4.5:1 ratio minimum)
  • Form Accessibility: Labels, validation feedback, and error message association
  • Focus Management: Visible focus indicators with :focus-visible support
  • Reduced Motion Support: Respecting prefers-reduced-motion preferences

Accessibility Techniques

Specific implementations ensuring inclusive design:

  • Skip Link: Hidden until focused for efficient keyboard navigation
  • SVG Accessibility: Title and description elements for icon comprehension
  • Form Validation: aria-invalid and aria-describedby for error handling
  • Mobile Navigation: Proper ARIA roles and escape key handling
  • High Contrast Mode: Ensuring visibility in forced-colors mode

Design Solution

Final Landing Page Design

My final design solution balanced visual appeal with conversion optimization, creating a landing page that effectively communicated TrendSpy's value proposition while maintaining accessibility and cross-platform consistency.

Benefit-First Messaging Mobile-First Design Strategic Social Proof WCAG 2.2 Compliance


The hero section featured a compelling headline and subheadline that immediately communicated the core value proposition, accompanied by a floating 3D illustration showing the TrendSpy logo with subtle animation effects that worked seamlessly across all platforms.

Hero section with data visualization

Hero Section Optimization

I carefully designed the hero section to immediately communicate TrendSpy's core value proposition:

  • Headline "Uncover Tomorrow's Trends Today" - With gradient text effect for visual emphasis
  • Benefit-Focused Subheadline - "Search, visualize, and track trends across the digital landscape with unprecedented accuracy"
  • Frictionless Signup - Simple email field with real-time validation and visual feedback
  • Strategic CTA - "Join Beta Access" with gradient styling and accessibility-compliant hover effects

Conversion Optimization

Through testing, I discovered that "Join Beta Access" increased click-through rates by 27% compared to "Subscribe," creating exclusivity while reducing commitment anxiety.

Feature Presentation Strategy

Instead of overwhelming users with technical details, I presented features in an organized, visually appealing format that maintained consistency across all platforms:

  • Crystal Card Design: Semi-transparent cards with backdrop blur effects and accessible hover states
  • Custom SVG Icons: Designed with accessibility attributes for each feature category
  • Benefit-First Approach: Leading with user outcomes rather than technical specifications
  • Responsive Grid System: Ensuring optimal layout across mobile, web, and tablet
Feature cards section
Testimonial section

Social Proof Implementation

The testimonial section was strategically designed to build trust and credibility based on my research findings:

  • Professional Context: Including specific job titles (Director of Innovation, Market Research Lead, Strategy Director)
  • Measurable Outcomes: Testimonials highlighting concrete benefits ("predictive insights", "comprehensive platform", "unprecedented accuracy")
  • Visual Consistency: Gradient-filled initials maintaining brand consistency across all platforms
  • Accessible Design: Proper heading hierarchy and screen reader compatibility

Before & After Comparison

Previous landing page design

Before: Feature-focused approach

Optimized landing page design

After: Benefit-focused approach

Key Improvements Delivered

  • Messaging Strategy: Simplified messaging focusing on user benefits over technical features
  • Visual Hierarchy: Enhanced with gradient text effects and strategic emphasis
  • Social Proof: Added specific testimonials with professional titles and concrete outcomes
  • Cross-Platform Consistency: Responsive design working seamlessly across mobile, web, and tablet
  • Accessibility Implementation: Full WCAG 2.2 compliance while preserving creative vision
  • Technical Implementation: Functional React application with proper state management

Testing & Optimization

1

Usability Testing Process

I conducted focused usability testing to validate my design decisions and identify optimization opportunities:

Testing Methodology

  • 5-second impression tests: With 8 participants to evaluate immediate value proposition clarity
  • Think-aloud protocol: During navigation and conversion flow
  • Cross-device testing: Ensuring consistent experience across mobile, web, and tablet
  • Accessibility validation: Screen reader testing and keyboard navigation verification

Test Participants

  • 4 small business owners
  • 3 marketing professionals
  • 1 accessibility expert

Testing Insights & Refinements

Based on user feedback, I implemented critical improvements:

  • Visual Hierarchy: Increased contrast ratios for better accessibility without compromising design
  • Feature Descriptions: Simplified technical language based on user confusion points
  • Form Validation: Enhanced error messaging with clearer guidance for users
  • Mobile Navigation: Improved touch target sizes and gesture recognition
2

A/B Testing Critical Elements

Value Proposition

Test: Multiple headline variations

Winner: "Uncover Tomorrow's Trends Today" - 18% higher engagement

Learning: Future-oriented, action-driven language resonated most with target audience

Call-to-Action Optimization

Test: Different CTA button text and positioning

Winner: "Join Beta Access" - 27% higher click-through rate

Learning: Exclusive positioning reduced commitment anxiety while increasing perceived value

Social Proof Strategy

Test: Testimonial formats and credibility indicators

Winner: Specific job titles with gradient avatar styling

Learning: Professional context significantly increased trust and conversion intent

3

Technical Implementation & Accessibility Validation

I ensured the landing page met all technical requirements while maintaining design integrity:

  • React Component Architecture: Modular, reusable components with proper state management
  • Responsive Implementation: Mobile-first approach ensuring consistency across all platforms
  • Form Functionality: Real-time validation with accessibility-compliant error handling
  • WCAG 2.2 Compliance: Full accessibility audit and implementation
  • Performance Optimization: Fast loading times and smooth interactions
  • Cross-Browser Testing: Consistent experience across all major browsers

Technical Achievement Highlights

  • Accessibility Integration: Achieved WCAG 2.2 compliance without compromising visual design
  • React Implementation: Clean, maintainable codebase with proper component structure
  • Responsive Excellence: Seamless experience across mobile, web, and tablet platforms
  • Performance Optimization: Fast loading times maintaining user engagement
  • Form Innovation: Advanced validation with user-friendly error handling

Results & Impact

40%

Increase in Signup Conversion

8s

Value Proposition Understanding

85%

Page Scroll Depth

100%

WCAG 2.2 Compliance

Key Achievements

  • Conversion Rate: Increased from 2.35% to 12% (40% improvement)
  • User Understanding: 85% could accurately describe product value within 8 seconds
  • Cross-Platform Consistency: Maintained design integrity across mobile, web, and tablet
  • Accessibility Excellence: Achieved full WCAG 2.2 AA compliance
  • Technical Implementation: Delivered functional React application with clean codebase
  • Performance Metrics: 93% mobile usability score and 50% bounce rate reduction

Solo Project Impact

What Worked Well

  • End-to-End Ownership: Managing both design and development ensured seamless execution
  • Research-Driven Design: Stakeholder interviews directly informed design decisions
  • Accessibility-First Approach: Building compliance into the foundation rather than retrofitting
  • Cross-Platform Strategy: Ensuring consistent experience across all target devices

Key Learnings

  • Solo Efficiency: Direct communication with stakeholders accelerated decision-making
  • Technical-Design Integration: Understanding both domains enabled better optimization
  • User Research ROI: Investment in comprehensive interviews paid dividends in conversion optimization
  • Accessibility Business Value: WCAG compliance improved usability for all users

Technical & Design Skills Demonstrated

UX Design & Research

  • Led comprehensive stakeholder interviews across 6 companies
  • Developed user-centered information architecture
  • Created cohesive visual design systems
  • Implemented conversion optimization strategies
  • Conducted usability testing and iteration

Front-End Development

  • Built complete React.js application architecture
  • Implemented responsive CSS with mobile-first approach
  • Achieved WCAG 2.2 accessibility compliance
  • Created reusable component library
  • Ensured cross-platform consistency and performance