Role
I led the redesign of the Safelincs Servicing landing page to improve clarity, engagement, and conversion rates. My role involved reviewing the current page, identifying pain points, developing wireframes, and producing a high fidelity design aligned with the brand and user expectations.
- UX and UI design
- Landing page optimisation
- Wireframing and high fidelity design
Tools
A focused set of tools was used to assess the current page, iterate on layout, and deliver final designs ready for implementation.
- Figma
- Adobe XD
- Adobe Illustrator
- Google Analytics (for page performance review)
Challenges
The project faced several challenges, including improving clarity and usability while working within an existing brand and content structure. The page needed to clearly communicate multiple service offerings without overwhelming the user or reducing conversion opportunities.
- Dense content that was difficult to scan
- Multiple services competing for attention
- Limited visual hierarchy and emphasis on key actions
- Aligning redesign with established Safelincs brand guidelines
Current Page Performance
- Low average time on page
- High bounce rate on key sections
- Low click-through rate
Current Page Design Review
The existing page design was functional but lacked hierarchy, clear visual flow, and persuasive elements to guide users toward conversion.
- Dense text without clear sections
- Limited visual differentiation for key content
- Inconsistent typography and spacing
- Minimal call-to-action emphasis
- Poor Meta Description
Objectives / Goals
The main objectives were to improve usability, increase conversions, and create a visually clear, brand-consistent landing page.
- Enhance clarity and readability
- Guide users toward key actions
- Apply a visual hierarchy
- Optimise content for engagement and search visibility
Low Fidelity Wireframe
Low fidelity wireframes were created to test layout, content hierarchy, and navigation flow without distraction from visual styling.
- Structuring key sections and content blocks
- Defining placement for headings, CTAs, and imagery
- Testing user flow and scannability
- Iterating quickly based on feedback
High Fidelity Wireframe
High fidelity wireframes incorporated brand styling, typography, and imagery to present a realistic preview of the final landing page design.
- Applying Safelincs brand guidelines
- Clear visual hierarchy for headings and CTAs
- Improved spacing and alignment for readability
- Preparing final designs for handoff or implementation
