Overview

Ongo was a health and fitness app in beta, but planned to launch their product and needed a new landing page. Several rounds of user testing were conducted and many iterations were designed to understand what users looked for in order to download an app. Scanability, calls to action, and trust were invaluable to designing a landing page where users converted.

ROLE:
‍Product Designer

TIMELINE:
4 x 2-Week Sprints

SKILLS:
‍User Research
User Testing
Competitive Research

Hand Sketches
Wireframes
High-Fidelity Mockups

USER EMPATHY

Prioritized user and business needs

An online survey was conducted to understand user needs and pain points of health and fitness apps. Then each unique point was noted on a sticky note and organized on a chart to prioritize what was most important to both the user and the business.

hand sketches

Used a common landing page pattern

Initial designs of the landing page were hand sketched and mocked up. A common landing page pattern was used to reduce user cognitive load. Based on results of the “5 second test,” many iterations were made with the focus on three main areas: above the fold, how it works, and experts.

Above the Fold

Users wanted to quickly learn about Ongo and download the app but couldn't

PROBLEM:

Users had short attention spans and quickly scanned the site to learn about the product, but there was not enough information.

SOLUTION:

The Ongo product was made obvious to new users with an image of the app and succinct headlines. Also several calls-to-action were included to nudge the user to convert.

Before

After

Showcased Design Progression

How It Worked

Users wanted to learn how to use the app

PROBLEM:

Users wanted a quick overview of how the app functioned to see if it was easy to use.

SOLUTION:

A concise, scannable section was designed to explain how the app works.

Before

After

Showcased Design Progression

Experts

Users wanted to know what made Ongo unique and why they should trust it

PROBLEM:

Users already used many different health and fitness apps, so they mainly looked for motivation and credibility.

SOLUTION:

A section to explain the credentials, specialties, and levels of the fitness experts was designed.

Before

After

Showcased Design Progression

Final Design

An informative and actionable landing page with new users in mind

Users had many health and fitness app options, so they looked for quick overviews and credibility. Scanability, calls to action, and trust were focused on so users would convert.