I start the project by listing the business goals I want my landing page to accomplish by making thoughtful and detailed design decisions along the way.

I took my UX research, which I did through user interviews and an empathy map, and transformed it into two distinct personas as a point of reference when making design decisions, such as what colour and typography to use for the brand identity that best suits the taste of my target users' genders, age groups, and interests, and what websites they frequently use to build an information architecture that maps to what they are used to.

Trend-Driven Inspiration: To match the current aesthetic tastes & layout expectations of my target audience.

The logo graphic is formed with two half circles to symbolize a link representing the support between the backers and the brand. It also looks like two people hand-dapping each other for that optimistic feel. The shape of an S on an angle forms the first letter of the name, S. This name was generated with Namelix using the keywords “Fashion Crowdfunding.” I chose a short name that describes what this crowdfunding platform aims to do: help new fashion brands launch successfully.

This colour palette decision references the earlier personas I created, which aim to fulfill the tastes of more than one gender group and cater to both Gen Zers and millennials (in between a vibrant yet calm shade). I wanted to evoke a sense of assuredness and excitement with the teal blue used as the pop of colour. To continue creating this sense of playfulness, I used a round, geometric typography called Monrope for the headers and Inter for the paragraphs and buttons for quick and easy reading to smoothly enhance the user experience when interacting with the landing page and platform.

I initially chose purple, as it evokes creativity and is the third favourite colour for both men and women. Later, I changed it to the teal colour palette as it didn’t pass the WCAG compliance checker; there was not enough contrast between the text and the colour, making it a weak CTA button and inaccessible for all users.

Before going on to wireframing, I laid out my target viewers' goals and what they expect to show up on the page to design a website that best supports their immediate needs, ultimately leading to higher conversion rates by clicking the signup CTA button.

Copywriting: Making sure the content is relevant and easily digestible for website visitors.

After writing content that best highlights the MVP features, I quickly sketched a simple landing page design on paper, ensuring ample white space around the text and images for viewers to read quickly. I then transferred them into Figma to create mid-friendly wireframes, making sure the CTA buttons are in an accessible place on the page and creating a layout that has proper alignment is in proper alignment, spacing, and hierarchy - overall up to industry standards for web UI design.

A mockup of what the landing page would look like on desktop, tablet and mobile screens and ensuring that the formatting and typography size adjust at every breaking point for ease of reading and a different visual experience depending on their device.

For the hero section, I intended to immediately draw website visitors in by displaying graphics that highlight key functions of the MVP platform: the fashion brand category tag, how far along they are in reaching their crowdfunding goal, backers being able to make collaborative design decisions such as picking a colour. I made sure to use a black CTA button that stands nicely against the teal colour in the navbar with the keyword 'free' so viewers can immediately click it and another one under the description so they can take action right after learning a bit about the platform.

Feature #1: A snapshot of what the crowdfunding campaign looks like.

Feature #2: What the interaction with backers can look like, and how can it help new fashion brands.

Feature #3: The resources readily available for fashion entrepreneurs struggling or having questions.

After website visitors read through the platform features, a final CTA button will appear with the keyword 'sign up free' for them to sign up quickly, leading to high conversion rates.

A simple footer is displayed at the bottom of the page so visitors can quickly reach a page they may need.