Studeyo
overview
Studeyo Technologies is a martech company, with a suite of products that help improve efficiencies of online marketing campaigns. One of its offerings is Addng.Plus – a marketing funnel optimiser platform. Delivering personalized landing page experiences for brands at scale, is one of the prime features of Addng.Plus. This entails generating thousands of unique landing page combinations at real-time.
The goal of the project was to build a modular design library that would allow Studeyo to create different combinations of landing page designs for their customers. The library needed to be flexible to adapt to the customer's needs.
background
Addng.Plus is a landing page solution that effectively communicates a brand's value and nudges the user towards their brand's conversion goals. Learn more about Addng.Plus.
I was assigned to lead this project and worked closely with one UX designer and two visual designers with me in the team. Studeyo reached out to Flooid with multiple challenges:
Rethink user experiences based on current trends; usage patterns; and brand objectives like driving commerce or lead generation
Infuse a fresh, new aesthetic into the experiences
Build in variety and diversity of experiences to meet each brand’s objectives
Design and modularise the user experience for flexibility and adaptability
the challenges
After analyzing the existing landing pages, we identified a few experience issues:
Ambiguous call-to-actions.
It takes more than 10 seconds for a user to scan through the landing page before reaching the conversion zone. This was because of distracting visual elements which did not contribute to conversion.
The designs were not responsive to adapt with various devices.
Ambiguous copy making it hard for the user to understand the content.
Accessibility issues with colors and typography
The issues Studeyo faced when building the landing pages for their customers:
Customers need design direction and suggestions to match their brand theme
Current conversion options aren't performing due to poor design structure
Building custom designs took a lot of time, effort and cost
the solution
To solve the problem, we broke down the anatomy of a landing page and arrived at 3 specific sections—the Branding section, the Communication section and the Conversion section.
The Header or the Branding component:
This includes the company logo, page/product title and menu items if any.
The Communication:
Which includes the proposition or messaging for the product/brand. This could either be text, video or image galleries.
The Conversion:
Which includes all relevant CTAs for the user to take action.
the result
Building a library with the above structure gave the ability to create diverse user experiences for any landing page objective, with
A modular capability that allowed for the automation of multiple components
Multiple templates available for customization based on product or brand need
An enhanced, new look user experience built for ease of consumption, and quick conversion
learnings
At the start of this project, I misunderstood the core issue we needed to address. We dove into problem-solving prematurely, and it was only during the presentation of our initial idea that I realized we’d taken the wrong direction. This experience taught me a critical lesson: before jumping into solutions, it's essential to deeply understand the problem. By asking targeted questions and actively clarifying uncertainties, I’ve learned how to reduce ambiguity and align our approach more effectively.
