Swing Landing Page Design
Overview
The Swing Landing Page project aimed to create a new and revamped landing page design for the Chai company "Swing". As this was a web-first approach, the design was mainly targeted towards the laptop screens.
The primary foal was to improve the user experience and increase the user retention and maximise the user conversion rate as that is quite important for the business to bring in new customers and to also retain the existing customers.
My contribution
Branding Product Design User Research Product Strategy
The team
1 x product designer
Year
2024
Process
Problem Context
The Swing website, dedicated to a company that makes and distributes Indian drinks mainly called “Chai”, is facing a challenge in maximizing conversions and providing effective customer support. Despite offering a product made with attention to detail and available worldwide, targeting people on a budget, the website is struggling to convey a sense of mystery while maintaining a business-like demeanor. The current landing page design, though meeting some preferences such as an old-fashioned style and the use of the brand's red color, lacks the ability to engage users effectively.
The client is seeking a redesign that not only improves conversion rates but also enhances the overall user experience, and clear calls to action to drive purchases.
The goal is to provide the client with a balance that showcases the company in the best way possible and also make the users feel secure and engaged. Therefore, the client seeks a design that not only meets these functional requirements but also creates an engaging and secure experience.
The Challenge
- Swing's website currently struggles to retain user engagement beyond the landing page. While the landing page effectively captures attention, there is a significant drop-off in user interaction beyond this point.
- The challenge is to redesign the homepage to create a seamless and engaging user experience that encourages users to explore further, discover relevant content, and ultimately convert into customers.
- This redesign should not only enhance user engagement but also increase business opportunities for Swing.
Goal
The brief is to:·
- Create a solution that offers value to the users, brands and the wider business.
- Work towards a personalised experience for the user.
- Keep users engaged and encourage users to go beyond the Home page and discover the company’s products and values and ultimately make a purchase.
- Improve user retention, increase time spent on website and ultimately make more sales for Swing.
Outcome
After several design iterations, the landing page re - design for Swing achieved a well - performing baseline which was recorded using user feedback on the re - design. The foundation was set to gather important data regarding the re - design such as optimizing the user journey, introduce the products to the user and other core features of the company.
This approach ensured that the landing page was user friendly and engaging, focusing on metrics such as user-retention, user engagement, and understanding user pain points when traversing across the website.