Northwind

01The Problem

Northwind had a powerful product but a homepage that tried to say everything at once. Visitors couldn't tell what the product actually did within the first five seconds, and the all-important trial sign-up was buried three scrolls down.

The result was a high bounce rate, a low trial conversion, and a sales team fielding questions the website should have answered. The brand looked dated next to newer competitors, eroding trust before a demo was ever booked.

02The Process

I started with a conversion audit and interviewed five recent customers to understand what actually convinced them to sign up. That research surfaced a single, sharper message — and a clear hierarchy of proof points to support it.

From there I wireframed a new structure that led with the core outcome, layered in social proof, and positioned the call-to-action exactly where buying intent peaked. We validated the direction with a clickable prototype before a single final pixel was designed.

03The Solution

A focused, benefit-led homepage with a sticky sign-up bar, social proof above the fold, and a clean product preview that shows the value at a glance. Every section earns its place and points the visitor toward one clear action.

The new visual system feels modern and trustworthy — confident typography, generous spacing, and subtle motion that guides the eye without getting in the way. Content blocks were built to be easy for the Northwind team to edit themselves.

04The Result

Within six weeks of launch, the numbers told the story. A clearer message and a smarter funnel turned more of the same traffic into trials — without spending an extra dollar on ads.

05Tools Used