Optimizing Landing Page Experiences Through Scalable, Test-ready Design
RESPONSIVE DESIGN . PRODUCT DESIGN . RESEARCH
RESPONSIVE DESIGN . PRODUCT DESIGN . RESEARCH
OVERVIEW
The Common Sense app offers trusted digital literacy and media resources for families and educators. While traffic to our landing pages was steady, user engagement was low—many visitors dropped off before exploring the app’s features or downloading it. The original pages lacked clarity, visual appeal, and clear paths to action.
Key issues: Long, text-heavy layouts
Unclear value proposition
Poor hierarchy and visual engagement
Limited flexibility for testing what worked
DESIGN STRATEGY
As the product designer, I led the end-to-end redesign of multiple app-focused landing pages. The goal: make them more modern, engaging, and conversion-optimized, while aligning tightly with brand tone and user intent.
My design strategy focused on:
Streamlining the layout: Replaced bulky paragraphs with scannable sections, clean visual hierarchy, and stronger mobile responsiveness.
Highlighting app benefits visually: Used illustrations, screenshots, and concise headers to clearly communicate the app’s value and features.
Flexible content blocks: Created modular components to allow for A/B testing of different CTAs, headlines, and feature placements.
Mobile-first polish: Prioritized performance and usability for parents and teachers viewing the page on phones and tablets.
TESTING & ITERATION
Working with the growth and content teams, we launched multiple A/B tests focused on:
Screenshot order and captioning
Hero messaging and callout structure
Using click maps, scroll depth analytics, and user feedback, we iterated quickly to refine the most effective layouts.
FINAL DESIGN
RESULTS
20% increase in click-through to app download links
15% reduction in bounce rates
Users spent more time on the page and scrolled further down, signaling stronger content engagement
Modular page components are now used across other digital campaigns
OVERVIEW - EDUCATION HOMEPAGE
The Educator Homepage at Common Sense serves as the primary entry point for teachers exploring digital citizenship resources. While the content was high-quality, the layout was dense, visually outdated, and unclear in guiding users toward relevant tools and curriculum.
Key challenges:
Users were overwhelmed by the volume of content on arrival
Navigation paths were unclear—especially for new educators
No strong visual hierarchy or clear “what to do next” direction
Low engagement with featured curriculum and tools
DESIGN STRATEGY
As the product designer, I led the redesign of the Educator Homepage with the goal of making it easier for teachers to discover valuable resources and take action quickly—especially those visiting for the first time or returning with limited time to explore.
Through research and stakeholder collaboration, we learned that many high-value resources on the site were going unnoticed. To solve this, I made two key design decisions:
Resource Carousel: I added a dynamic carousel of timely, relevant resources that teachers could immediately access without needing to search. This ensured that essential tools and lessons were always front and center.
Featured Focus Section: I introduced a dedicated space to highlight the ever-evolving priorities of Common Sense—whether it was digital citizenship week, AI literacy, or new curriculum launches. This kept the homepage fresh, relevant, and aligned with organizational goals.
These changes were supported by a more modular layout, updated visual hierarchy, and clear calls to action—making the homepage not just a landing space, but a strategic launchpad for deeper engagement.
TESTING & ITERATION
Once we had a working prototype, I conducted usability testing sessions with educators across grade levels to understand how they navigated the redesigned homepage. The primary goal was to validate whether users could quickly find relevant resources and understand what actions to take next.
What we tested:
Discoverability and usefulness of the new resource carousel
Clarity of the Featured Focus section and its content
Effectiveness of updated information hierarchy and CTAs
Key feedback & changes:
Teachers found the carousel intuitive and appreciated having a curated set of resources up front. Based on feedback, we adjusted the resource card design to show more context—like grade level and content type—at a glance.
The Featured Focus section resonated well, but users requested more specific visual cues to indicate it changes frequently. I introduced a subtle badge and refined the headline styling to call more attention to the recency and theme.We tweaked the spacing and visual balance of sections to ensure the homepage felt clean but content-rich, especially on mobile.These small but strategic refinements made a big difference. Final round testers were able to complete core tasks more quickly and reported feeling more confident and focused when landing on the page.
FINAL DESIGN
OVERVIEW - UK LANDING PAGE
Common Sense Media wanted to extend its trusted U.S. platform to UK audiences. Our challenge: build a landing page that clearly communicated our mission while feeling relevant, trustworthy, and easy to navigate for UK parents and educators.
DESIGN STRATEGY
User Needs First: Through quick interviews and internal research, we confirmed UK audiences were often overwhelmed by U.S.-centric education guidance. They wanted simplified explanations, and familiar terminology.
Localized Content Strategy: We worked with the editorial team to curate UK-relevant language. I collaborated on a simple content hierarchy that emphasized familiar education terms and included content that matched local curricula.
Design & Implementation: Visually, I adapted Common Sense’s U.S. design system with subtle tweaks—flagging regional content and adjusting tone and imagery for a local feel. I worked closely with engineers to ensure clean, responsive implementation.
FINAL DESIGN
RESULTS
The UK landing page launched in time for the back-to-school season and saw a 25% increase in time-on-page compared to the U.S. equivalent. Feedback from educators was positive, especially around clarity and ease of use.
KEY LEARNINGS
Localization isn’t just translation—it’s about context, culture, and content hierarchy.
Small changes in language and layout can significantly improve relevance and trust.
Cross-functional collaboration was key to making the experience feel cohesive and purposeful.