Clicks To Conversions- Redesigning Alphana's Landing page
This case study features the overhaul of the landing page of Alphana AI, a fast growing platform that harnesses artificial intelligence to analyze, adapt, and auto-generate raw content—videos, podcasts, or ideas—into polished, platform-perfect posts for different social media platforms.
The redesign was conducted after thorough user research that helped understand the pain points users faced in the existing landing page. This was followed by making the necessary changes in the visual hierarchy, UI elements and copy to reflect the website’s true potential.
Led the end-to-end redesign of Alphana AI’s responsive landing page, focusing on user-centric UI/UX strategies and content personalization to drive engagement.
The final design was put through another round of user testing and saw a 45% increase in engagement. This redesign will elevate Alphana’s credibility and visibility within the creator community, driving increased engagement and motivating more creators to explore the platform's innovative tools.
Miami, Florida
2023
AI, Media & Entertainment
Responsive website
UI/UX Designer
Symptom Check
Alphana is a powerful tool that can be a boon to creators or anyone in the content creation field. However the current landing page feels less like a gateway to creativity and more like an exhausting maze. With buried CTA’s, generic visuals and static layouts, the landing page was not exactly reflecting the websites’s AI powered magic.
My mission here was to first understand as to why the users were not reaching the finishing line, i.e. trying out Alphana and in turn come up with a systematic treatment plan to improve conversions.
Identifying The Problem
No one identifies problems better than a user. Hence I dived into user research by conducting user interviews and user surveys with the help of Maze’s survey tool. These gave more clarity to defining the problems the users faced.
Here are some snippets of what users had to say.
I went ahead and compiled a list of problems that I would be working on in this project.
The current layout disrupts the storytelling flow: a bold value proposition is immediately followed by disconnected elements (e.g., user reviews), creating cognitive friction.
Key messages compete instead of guiding users toward conversion.
Ineffective CTAs diminishing conversion potential
The current buttons lack visual hierarchy, blending into the background due to low contrast, muted colors, and inadequate sizing. Users struggle to identify actionable next steps (e.g., "Start Free Trial" ), directly impacting conversion rates.
Generic visuals undermining brand appeal
The overuse of static screenshots and unedited screen recordings creates a cluttered, unpolished aesthetic. These elements fail to evoke emotional engagement or communicate the product’s innovation, leaving users unconvinced of its value.
Missing onboarding clarity
The original page is overwhelming users with feature-specific videos. New visitors will struggle to grasp how Alphana works, reducing sign-up motivation.
Defining User Persona
Defined the user persona to have more clarity on the user needs.
Defining Goals- The Treatment Plan
I completed the user research by defining the goals for the project. Let’s take a look at them.
Improve narrative flow & content hierarchy
Create a seamless storytelling journey that guides users from awareness to action. e.g., hero section → step-by-step guide → testimonials → conversion.
Amplify CTA visibility
Design high-contrast, persuasive CTAs that drive conversions.
Elevate Visual Appeal and Brand Credibility
Replace generic screenshots/screen recordings with polished, branded visuals that evoke trust.
Ensure visuals align with Alphana’s brand identity.
Simplify Onboarding with a Step-by-Step Guide
Communicate the platform’s functionality instantly through intuitive visuals.
Introduce a 3-step visual workflow (e.g., “Upload → Customize → Publish”).
Pair minimalist illustrations with concise text to make sure it is not overwhelming.
Enhance scannability
Ensure users grasp Alphana's value within 5 seconds. This can be achieved by breaking text into bullet points, icons and headers. Also use whitespace strategically to avoid clutter.
Sketching- Where Ideas Take Life
Would I be wrong if I told you pen and paper are a designers favourite tool? Nothing beats sketching all those crazy ideas on a piece of paper, reworking on them, tearing them apart till we arrive at something that solves most of our user needs.
Prototyping
The sketches helped finalise the designs, following which mid and high fidelity wireframes and prototypes were created. These were then subjected to another round of testing and feedback loop to come up with the most desirable and efficient design solutions.
Final Designs- A Quick Sneak-Peak
Before and After
Before the redesign, Alphana was an overwhelming website. It did not do justice to Alphana’s unique value proposition.
Here's a detailed walkthrough of what I improved post-testing.
Positive relatable copy
Switched the clickbait title to one that is more relatable and still conveys the message clearly.
Relevant hero image
The title is paired with relevant hero image that provides a visual sense of what the app is capable.
Visible and persuasive CTA
The CTA’s in the old website was barely visible which called for a redesign.
Improved narrative of the flow and content hierarchy
The old version lacks the storytelling flow. Hence approached the narrative with the CAR method.
Challenge: What problems creators face?
Action: How Alphana can help solve these?
Result: Alphana is a crowd favourite- testimonials from users.
Provided clarity on how Alphana works
Introduced a simple three step visual work flow to communicate the ease of using the app. Users prefer a smaller learning curve.
Added relevant aesthetic imagery that goes with the brand identity
The old landing page was overwhelming to users with a lot of screen shots and screen recordings. These did not serve the purpose of educating the users, it only confused them.
With aesthetic imagery aligning with the brands colour palette and persuasive copy, overhauled this section into to simple clutter free one.
Wrapping Up
With a 1-week deadline, I adopted a focused, research-driven approach to avoid costly mid-project pivots. By front-loading user pain point analysis and problem definition, I established a clear roadmap that minimized late-stage revisions.
Rapid user feedback collection
Exposing users to the design upfront uncovered critical friction points that directly informed redesign priorities.
Goal Alignment
Translating insights into measurable objectives created a user-centred framework for design decisions.
Iteration Efficiency
This proactive groundwork reduced final testing changes by ~70%, as core issues were already addressed in early wireframes.
Thank you for reading through! Hope you enjoyed learning about my design and thought process.