Where did we start?
My team and I were asked to design a solution to the following question: "How might we reduce food insecurity and/or improve nutrition for individuals or families?" To begin the process, we conducted user research.
Beyond our secondary desk research, my team and I conducted 10+ interviews with individuals who have dealt with food insecurity and food resource organizations such as the College Student Pantry, the NYC Fridge Maps project, LI Cares, and the GN Synagogue Hunger Initiative.
To synthesize all of our interview notes, we created an affinity map where we grouped similarly themed ideas.
Getting To The Root
Design Process Overview
Our team started the work by by following establishing a solid understanding of the SaaS and working on gathering insights from users.
Define the target audience: The first step is to identify the target audience and their needs, pain points, and preferences. This information will inform the design of the landing page and ensure that it resonates with the target audience.
Create a wireframe: A wireframe is a rough sketch of the landing page layout and content. This step involves creating a wireframe that incorporates the key elements of the landing page, including the headline, subheadline, call-to-action, images or videos, and user-friendly forms.
Design the landing page: Once the wireframe is approved, the landing page design can be finalized. This step involves incorporating branding elements, such as colors, fonts, and imagery, as well as optimizing the layout and design for mobile responsiveness and user experience.
Write persuasive copy: Persuasive copy is critical to the success of a landing page. This step involves crafting compelling copy that communicates the value proposition of the SaaS product, addresses the target audience's pain points, and encourages them to take action.
Interview Highlights
People of different socioeconomic backgrounds suffer from food insecurity because of unpredictable sources of income and school debt/loans, since many folks tend to live from paycheck to paycheck.
People of different citizenship statuses may not be eligible for certain aid programs, like some international students.
People prefer anonymity when it comes to utilizing certain resources. Some people feel uncomfortable getting help when it is a face-to-face interaction.
People experience food insecurity from lack of planning due to prioritizing other time-consuming elements of their lives such as work, children, etc.
Key Insights
AlbertX: An A.I. Chatbot that Understands You
The solution for the SaaS landing page project involved designing an optimized landing page that effectively engaged potential customers and communicated the value proposition of the SaaS product.
User-centered design: The landing page was designed with the target audience in mind, incorporating elements that aligned with their needs, preferences, and pain points.
Clear value proposition: The value proposition of the SaaS product was clearly communicated on the landing page, highlighting the key benefits and how it solves the target audience's problems.
Stand-Out Features of AlbertX
Improvements Made After Testing
Style Guide
interest INPUT PAGE
Next Steps
The results of the SaaS landing page project were highly successful in engaging more customers to convert and boosting sales and subscriptions. After implementing the newly designed landing page, we've seen:
Increased customer engagement: The new landing page design successfully engaged more potential customers, resulting in a significant increase in the number of page views and user engagement.
Higher conversion rates: The optimized landing page effectively communicated the value proposition of the SaaS product, resulting in a significant increase in the number of conversions and subscriptions.
Improved customer retention: The enhanced user experience of the landing page resulted in improved customer satisfaction, leading to increased customer retention rates.
Increased revenue: The higher conversion rates and improved customer retention resulted in a significant increase in revenue for the SaaS product.