Bulcan
The design of a landing page to present and promote an advanced GPS device for bicycles. The page must effectively explain the benefits and functionalities of the product, motivate users to make a purchase or subscribe to the newsletter.
Problem
There was a need to define a landing page from scratch that could clearly and directly communicate the value of the device, structure the message in an understandable way, and guide users toward a concrete conversion action. The main challenge was translating a technical product into clear, relevant, and easy-to-understand benefits for the end user.
Objective
To design a conversion-oriented landing page capable of communicating the product’s key benefits in a clear, approachable, and immediate way, optimized with a mobile-first design and structured to guide users toward the main action: purchasing the device.
Insights
- Users need to understand within a few seconds what the product does, what it is for, and why it is relevant to them.
- The most influential factors in the purchase decision are clear benefits, visual credibility, and real-life product demonstration.
- The landing page must be able to retain users’ attention through a progressive visual narrative, combining short text with real images that inspire the user.
Pain Points
- Risk of lack of clarity in the core message if the value proposition is not properly defined from the start.
- Need to show real visual evidence of the device being used outdoors to build trust.
- Importance of building a fluid structure that allows for quick scanning and naturally leads users to the CTA.
Design decisions
- Define a direct hero section that immerses the user in the sport in action, featuring the main benefit, a clear product image, and a visible CTA in the navigation bar.
- Build a coherent and optimized visual narrative.
- Use a color palette and visual elements associated with adventure, nature, and technology to reinforce the product’s usage context.
- Design the experience with a mobile-first approach, prioritizing efficient scrolling, condensed information, and always-visible CTA.
Sitemap
User Flow
Wireframe
UI Kit
Look & Feel
Mobile UI
Desktop UI
Outcome
A clear, dynamic, and conversion-oriented landing page was built, effectively communicating the product’s value, presenting information in a hierarchical and engaging way, and naturally guiding users toward purchase.