CodSphere Was Losing Leads Within Seconds of Landing
CodSphere Was Losing Leads Within Seconds of Landing
CodSphere Was Losing Leads Within Seconds of Landing
CodSphere Was Losing Leads Within Seconds of Landing
Reworked the homepage to clarify what CodSphere does, surface proof earlier and guide users toward trial without confusion.
Reworked the homepage to clarify what CodSphere does, surface proof earlier and guide users toward trial without confusion.
Reworked the homepage to clarify what CodSphere does, surface proof earlier and guide users toward trial without confusion.
Reworked the homepage to clarify what CodSphere does, surface proof earlier and guide users toward trial without confusion.
Solo UX Designer · Homepage IA · Conversion System · CTA Sequencing
Impact: +188% sessions · +170% users · 5m 16s avg engagement · First organic search traffic in product history
Solo UX Designer · Homepage IA · Conversion System · CTA Sequencing
Impact: +188% sessions · +170% users · 5m 16s avg engagement · First organic search traffic in product history
Solo UX Designer · Homepage IA · Conversion System · CTA Sequencing
Impact: +188% sessions · +170% users · 5m 16s avg engagement · First organic search traffic in product history
Solo UX Designer · Homepage IA · Conversion System · CTA Sequencing
Impact: +188% sessions · +170% users · 5m 16s avg engagement · First organic search traffic in product history
View Live Website
View Live Website
View Live Website
View Live Website
Why the Product Exists
Why the Product Exists
Why the Product Exists
Why the Product Exists
Problem
Users couldn’t quickly understand what CodSphere actually does after landing.
Multiple offerings were presented at once with no clear hierarchy, making everything feel equally important and nothing actionable.
Nothing felt important enough to act on.
Problem
Users couldn’t quickly understand what CodSphere actually does after landing.
Multiple offerings were presented at once with no clear hierarchy, making everything feel equally important and nothing actionable.
Nothing felt important enough to act on.
Problem
Users couldn’t quickly understand what CodSphere actually does after landing.
Multiple offerings were presented at once with no clear hierarchy, making everything feel equally important and nothing actionable.
Nothing felt important enough to act on.
Problem
Users couldn’t quickly understand what CodSphere actually does after landing.
Multiple offerings were presented at once with no clear hierarchy, making everything feel equally important and nothing actionable.
Nothing felt important enough to act on.
Business relevance
This confusion reduced trust in the first interaction and slowed down decision-making, causing potential leads to drop off before exploring further.
Sales conversations had to compensate for what the product experience failed to communicate.
Business relevance
This confusion reduced trust in the first interaction and slowed down decision-making, causing potential leads to drop off before exploring further.
Sales conversations had to compensate for what the product experience failed to communicate.
Business relevance
This confusion reduced trust in the first interaction and slowed down decision-making, causing potential leads to drop off before exploring further.
Sales conversations had to compensate for what the product experience failed to communicate.
Business relevance
This confusion reduced trust in the first interaction and slowed down decision-making, causing potential leads to drop off before exploring further.
Sales conversations had to compensate for what the product experience failed to communicate.
Why now
CodSphere had grown but the homepage hadn't kept up. The product's actual capability was invisible behind an outdated structure.
Without restructuring, this gap would continue to impact conversion and scale.
Why now
CodSphere had grown but the homepage hadn't kept up. The product's actual capability was invisible behind an outdated structure.
Without restructuring, this gap would continue to impact conversion and scale.
Why now
CodSphere had grown but the homepage hadn't kept up. The product's actual capability was invisible behind an outdated structure.
Without restructuring, this gap would continue to impact conversion and scale.
Why now
CodSphere had grown but the homepage hadn't kept up. The product's actual capability was invisible behind an outdated structure.
Without restructuring, this gap would continue to impact conversion and scale.
What I Owned
What I Owned
What I Owned
What I Owned
Solo end-to-end redesign · from diagnosis to dev handoff · 2 weeks (1 week design, 1 week dev collaboration)
Solo end-to-end redesign · from diagnosis to dev handoff · 2 weeks (1 week design, 1 week dev collaboration)
Solo end-to-end redesign · from diagnosis to dev handoff · 2 weeks (1 week design, 1 week dev collaboration)
Solo end-to-end redesign · from diagnosis to dev handoff · 2 weeks (1 week design, 1 week dev collaboration)
Identified first-touch drop-off and defined the restructuring approach
Reworked homepage hierarchy to clarify positioning and surface proof earlier
Sequenced interactions to guide users from understanding → trust → action
Designed heading hierarchy to serve both user scanning and SEO visibility simultaneously
Led dev handoff · Collaborated on implementation · Iterated against technical constraints
WCAG 2.1 AA audit, 100% pass across every screen
Identified first-touch drop-off and defined the restructuring approach
Reworked homepage hierarchy to clarify positioning and surface proof earlier
Sequenced interactions to guide users from understanding → trust → action
Designed heading hierarchy to serve both user scanning and SEO visibility simultaneously
Led dev handoff · Collaborated on implementation · Iterated against technical constraints
WCAG 2.1 AA audit, 100% pass across every screen
Identified first-touch drop-off and defined the restructuring approach
Reworked homepage hierarchy to clarify positioning and surface proof earlier
Sequenced interactions to guide users from understanding → trust → action
Designed heading hierarchy to serve both user scanning and SEO visibility simultaneously
Led dev handoff · Collaborated on implementation · Iterated against technical constraints
WCAG 2.1 AA audit, 100% pass across every screen
Identified first-touch drop-off and defined the restructuring approach
Reworked homepage hierarchy to clarify positioning and surface proof earlier
Sequenced interactions to guide users from understanding → trust → action
Designed heading hierarchy to serve both user scanning and SEO visibility simultaneously
Led dev handoff · Collaborated on implementation · Iterated against technical constraints
WCAG 2.1 AA audit, 100% pass across every screen
CodSphere (B2B SaaS) · Marketing Website
CodSphere (B2B SaaS) · Marketing Website
CodSphere (B2B SaaS) · Marketing Website
CodSphere (B2B SaaS) · Marketing Website
The redesign built on the existing design system, focusing on improving structure, clarity, and conversion rather than redefining visual components.
The redesign built on the existing design system, focusing on improving structure, clarity, and conversion rather than redefining visual components.
The redesign built on the existing design system, focusing on improving structure, clarity, and conversion rather than redefining visual components.
The redesign built on the existing design system, focusing on improving structure, clarity, and conversion rather than redefining visual components.
Conversion Credibility Gap
Conversion Credibility Gap
Conversion Credibility Gap
Conversion Credibility Gap
What Was Costing CodSphere Leads
What Was Costing CodSphere Leads
What Was Costing CodSphere Leads
What Was Costing CodSphere Leads
“You build websites, but your own site feels complex.”
— Prospective lead (unprompted feedback)
“You build websites, but your own site feels complex.”
— Prospective lead (unprompted feedback)
“You build websites, but your own site feels complex.”
— Prospective lead (unprompted feedback)
“You build websites, but your own site feels complex.”
— Prospective lead (unprompted feedback)
This wasn’t just a design issue, it was a credibility problem.
This wasn’t just a design issue, it was a credibility problem.
This wasn’t just a design issue, it was a credibility problem.
This wasn’t just a design issue, it was a credibility problem.
Previous Homepage (Before)
Previous Homepage (Before)
Previous Homepage (Before)
Previous Homepage (Before)
What was breaking
What was breaking
What was breaking
What was breaking
• Homepage overloaded with competing messages
No clear entry point or progression
Key proof signals were buried or easy to miss
Multiple paths with no defined direction
• Homepage overloaded with competing messages
No clear entry point or progression
Key proof signals were buried or easy to miss
Multiple paths with no defined direction
• Homepage overloaded with competing messages
No clear entry point or progression
Key proof signals were buried or easy to miss
Multiple paths with no defined direction
• Homepage overloaded with competing messages
No clear entry point or progression
Key proof signals were buried or easy to miss
Multiple paths with no defined direction
What it caused
What it caused
What it caused
What it caused
• Reduced trust during early evaluation
Slower decision-making
Increased reliance on sales explanation
Drop-off before meaningful engagement
• Reduced trust during early evaluation
Slower decision-making
Increased reliance on sales explanation
Drop-off before meaningful engagement
• Reduced trust during early evaluation
Slower decision-making
Increased reliance on sales explanation
Drop-off before meaningful engagement
• Reduced trust during early evaluation
Slower decision-making
Increased reliance on sales explanation
Drop-off before meaningful engagement
From this, I identified three structural priorities: compress competing signals, surface proof earlier, and create a single clear conversion path.
From this, I identified three structural priorities: compress competing signals, surface proof earlier, and create a single clear conversion path.
From this, I identified three structural priorities: compress competing signals, surface proof earlier, and create a single clear conversion path.
From this, I identified three structural priorities: compress competing signals, surface proof earlier, and create a single clear conversion path.
Conversion Architecture Realignment
Conversion Architecture Realignment
Conversion Architecture Realignment
Conversion Architecture Realignment
The redesign structured a clear path from understanding → trust → action, with the homepage anchoring the journey and keeping trust signals visible even when users skip steps.
The redesign structured a clear path from understanding → trust → action, with the homepage anchoring the journey and keeping trust signals visible even when users skip steps.
The redesign structured a clear path from understanding → trust → action, with the homepage anchoring the journey and keeping trust signals visible even when users skip steps.
The redesign structured a clear path from understanding → trust → action, with the homepage anchoring the journey and keeping trust signals visible even when users skip steps.
Primary Conversion Flow
Primary Conversion Flow
Primary Conversion Flow
Primary Conversion Flow
Homepage → Clarify value (Value Proposition)
Success Stories → Evaluate proof
Testimonials → Reinforce trust
Start Free Trial → Take action
Homepage → Clarify value (Value Proposition)
Success Stories → Evaluate proof
Testimonials → Reinforce trust
Start Free Trial → Take action
Homepage → Clarify value (Value Proposition)
Success Stories → Evaluate proof
Testimonials → Reinforce trust
Start Free Trial → Take action
Homepage → Clarify value (Value Proposition)
Success Stories → Evaluate proof
Testimonials → Reinforce trust
Start Free Trial → Take action
This sequence ensures users encounter credibility signals before being asked to act, improving confidence at the point of conversion.
This sequence ensures users encounter credibility signals before being asked to act, improving confidence at the point of conversion.
This sequence ensures users encounter credibility signals before being asked to act, improving confidence at the point of conversion.
This sequence ensures users encounter credibility signals before being asked to act, improving confidence at the point of conversion.
Updated Homepage
Updated Homepage
Updated Homepage
Updated Homepage
Hero section (Clarified positioning)
Hero section (Clarified positioning)
Hero section (Clarified positioning)
Hero section (Clarified positioning)
Reworked the landing to clearly communicate what CodSphere does, replacing competing messages with a single, focused value proposition.
Reworked the landing to clearly communicate what CodSphere does, replacing competing messages with a single, focused value proposition.
Reworked the landing to clearly communicate what CodSphere does, replacing competing messages with a single, focused value proposition.
Reworked the landing to clearly communicate what CodSphere does, replacing competing messages with a single, focused value proposition.
Case studies & testimonials (Proof surfaced earlier)
Case studies & testimonials (Proof surfaced earlier)
Case studies & testimonials (Proof surfaced earlier)
Case studies & testimonials (Proof surfaced earlier)
Introduced success signals earlier in the experience to build trust before users explore deeper into the product.
Introduced success signals earlier in the experience to build trust before users explore deeper into the product.
Introduced success signals earlier in the experience to build trust before users explore deeper into the product.
Introduced success signals earlier in the experience to build trust before users explore deeper into the product.
Interaction patterns (Jakob’s Law)
Interaction patterns (Jakob’s Law)
Interaction patterns (Jakob’s Law)
Interaction patterns (Jakob’s Law)
Replaced unfamiliar interactions with standard patterns users already recognize, reducing confusion and improving usability.
Replaced unfamiliar interactions with standard patterns users already recognize, reducing confusion and improving usability.
Replaced unfamiliar interactions with standard patterns users already recognize, reducing confusion and improving usability.
Replaced unfamiliar interactions with standard patterns users already recognize, reducing confusion and improving usability.
Page Flow (Defined conversion path)
Page Flow (Defined conversion path)
Page Flow (Defined conversion path)
Page Flow (Defined conversion path)
Reorganized the homepage into a clear sequence from value proposition → proof → action, reducing competing paths and making the trial entry consistently visible.
Reorganized the homepage into a clear sequence from value proposition → proof → action, reducing competing paths and making the trial entry consistently visible.
Reorganized the homepage into a clear sequence from value proposition → proof → action, reducing competing paths and making the trial entry consistently visible.
Reorganized the homepage into a clear sequence from value proposition → proof → action, reducing competing paths and making the trial entry consistently visible.
Post-launch: referred visitors now spend an average of 19 minutes 28 seconds on the site across 8+ sessions, a behavior that didn't exist before the redesign. The site does what sales conversations used to do.
Post-launch: referred visitors now spend an average of 19 minutes 28 seconds on the site across 8+ sessions, a behavior that didn't exist before the redesign. The site does what sales conversations used to do.
Post-launch: referred visitors now spend an average of 19 minutes 28 seconds on the site across 8+ sessions, a behavior that didn't exist before the redesign. The site does what sales conversations used to do.
Post-launch: referred visitors now spend an average of 19 minutes 28 seconds on the site across 8+ sessions, a behavior that didn't exist before the redesign. The site does what sales conversations used to do.
Surfacing Proof Earlier (Success Stories)
Surfacing Proof Earlier (Success Stories)
Surfacing Proof Earlier (Success Stories)
Surfacing Proof Earlier (Success Stories)
This strengthened credibility before users reached conversion points.
This strengthened credibility before users reached conversion points.
This strengthened credibility before users reached conversion points.
This strengthened credibility before users reached conversion points.
Success Stories UI
Success Stories UI
Success Stories UI
Success Stories UI
Introduced as a dedicated proof layer, allowing users to evaluate real outcomes earlier in the journey.
Introduced as a dedicated proof layer, allowing users to evaluate real outcomes earlier in the journey.
Introduced as a dedicated proof layer, allowing users to evaluate real outcomes earlier in the journey.
Introduced as a dedicated proof layer, allowing users to evaluate real outcomes earlier in the journey.
Capturing Intent with Confidence (Start Free Trial)
Capturing Intent with Confidence (Start Free Trial)
Capturing Intent with Confidence (Start Free Trial)
Capturing Intent with Confidence (Start Free Trial)
Designed the trial page as a focused conversion surface with minimal friction and clear next steps.
Designed the trial page as a focused conversion surface with minimal friction and clear next steps.
Designed the trial page as a focused conversion surface with minimal friction and clear next steps.
Designed the trial page as a focused conversion surface with minimal friction and clear next steps.
Start Free Trial UI
Start Free Trial UI
Start Free Trial UI
Start Free Trial UI
Designed as a focused conversion surface with minimal friction, reinforcing trust through embedded testimonials.
Designed as a focused conversion surface with minimal friction, reinforcing trust through embedded testimonials.
Designed as a focused conversion surface with minimal friction, reinforcing trust through embedded testimonials.
Designed as a focused conversion surface with minimal friction, reinforcing trust through embedded testimonials.
Impact & Learnings
Impact & Learnings
Impact & Learnings
Impact & Learnings
Impact
+188% session growth and +170% user growth in 3 months post-redesign
Avg engagement time per user up from 4m 04s to 5m 16s (+29%), the site holds attention significantly longer
Scroll depth per user up +83% (3.46 → 6.33 events per user), content sequencing is working
Organic Search went from 0 to 50 users, 11 of whom returned, first time the site was bookmarkable
Referral users now spend 19m 28s on site across 8+ sessions, up from 1 second, the redesign replaced the sales explanation
File download behavior appeared for the first time (21 downloads), content is now worth saving
Reduced dependence on sales to explain product value, validated by referral engagement data
Impact
+188% session growth and +170% user growth in 3 months post-redesign
Avg engagement time per user up from 4m 04s to 5m 16s (+29%), the site holds attention significantly longer
Scroll depth per user up +83% (3.46 → 6.33 events per user), content sequencing is working
Organic Search went from 0 to 50 users, 11 of whom returned, first time the site was bookmarkable
Referral users now spend 19m 28s on site across 8+ sessions, up from 1 second, the redesign replaced the sales explanation
File download behavior appeared for the first time (21 downloads), content is now worth saving
Reduced dependence on sales to explain product value, validated by referral engagement data
Impact
+188% session growth and +170% user growth in 3 months post-redesign
Avg engagement time per user up from 4m 04s to 5m 16s (+29%), the site holds attention significantly longer
Scroll depth per user up +83% (3.46 → 6.33 events per user), content sequencing is working
Organic Search went from 0 to 50 users, 11 of whom returned, first time the site was bookmarkable
Referral users now spend 19m 28s on site across 8+ sessions, up from 1 second, the redesign replaced the sales explanation
File download behavior appeared for the first time (21 downloads), content is now worth saving
Reduced dependence on sales to explain product value, validated by referral engagement data
Impact
+188% session growth and +170% user growth in 3 months post-redesign
Avg engagement time per user up from 4m 04s to 5m 16s (+29%), the site holds attention significantly longer
Scroll depth per user up +83% (3.46 → 6.33 events per user), content sequencing is working
Organic Search went from 0 to 50 users, 11 of whom returned, first time the site was bookmarkable
Referral users now spend 19m 28s on site across 8+ sessions, up from 1 second, the redesign replaced the sales explanation
File download behavior appeared for the first time (21 downloads), content is now worth saving
Reduced dependence on sales to explain product value, validated by referral engagement data
Trade-offs
Clarity over completeness: One entry point, faster first impression
Guided path over open exploration: Less freedom, better conversion
Trust before features: Credibility closes faster than specs on B2B
Redundant trust signals: Because users don't follow ideal flows
Trade-offs
Clarity over completeness: One entry point, faster first impression
Guided path over open exploration: Less freedom, better conversion
Trust before features: Credibility closes faster than specs on B2B
Redundant trust signals: Because users don't follow ideal flows
Trade-offs
Clarity over completeness: One entry point, faster first impression
Guided path over open exploration: Less freedom, better conversion
Trust before features: Credibility closes faster than specs on B2B
Redundant trust signals: Because users don't follow ideal flows
Trade-offs
Clarity over completeness: One entry point, faster first impression
Guided path over open exploration: Less freedom, better conversion
Trust before features: Credibility closes faster than specs on B2B
Redundant trust signals: Because users don't follow ideal flows
"The most expensive design mistake isn't bad UI, it's invisible UI. 188% more sessions later, the product didn't change. The trust did."
"The most expensive design mistake isn't bad UI, it's invisible UI. 188% more sessions later, the product didn't change. The trust did."
"The most expensive design mistake isn't bad UI, it's invisible UI. 188% more sessions later, the product didn't change. The trust did."
"The most expensive design mistake isn't bad UI, it's invisible UI. 188% more sessions later, the product didn't change. The trust did."
User Acquisition: Before vs. After Redesign
User Acquisition: Before vs. After Redesign
User Acquisition: Before vs. After Redesign
User Acquisition: Before vs. After Redesign
Source: Google Analytics · Nov 2025 – Feb 2026
Source: Google Analytics · Nov 2025 – Feb 2026
Source: Google Analytics · Nov 2025 – Feb 2026
Source: Google Analytics · Nov 2025 – Feb 2026
Engagement Events: Before vs. After Redesign
Engagement Events: Before vs. After Redesign
Engagement Events: Before vs. After Redesign
Engagement Events: Before vs. After Redesign
Source: Google Analytics · Nov 2025 – Feb 2026
Source: Google Analytics · Nov 2025 – Feb 2026
Source: Google Analytics · Nov 2025 – Feb 2026
Source: Google Analytics · Nov 2025 – Feb 2026
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