OuterSpatial Web – Redesigning a website landing page to improve engagement and sign-ups through data-driven design.
ROLE
Product Designer
TIMELINE
14 Weeks
RESPONSIBILITIES
Research, Usability, Interaction, Visual & Prototyping, Testing
OVERVIEW
OuterSpatial is a platform designed to help outdoor enthusiasts discover and explore trails, parks, and public lands. Its original landing page faced significant usability challenges - high bounce rates, low conversion rates, and poor scroll depth engagement. Redesigning OuterSpatial's landing page was a strategic effort to improve user engagement and increase conversions through a data-driven approach.
Through user research, analyzing behavioral data, and iterating design solutions, we identified key friction points that prevented users from making it past the initial hero image and taking action.
RESULTS
The new landing page designs emphasized clairty, trust and usability with stronger value proposition, improved information hierarchy, and high-impact CTAs.
CHALLENGE
Despite attracting visitors, the landing page struggled to convert them into engage users - leaving the website within seconds.
How can we build a high-converting landing page for first-time and returning visitors, that clearly communicated value within the first few seconds, to increase engagement, build trust, and drive conversions?
OUTCOME
Transforming how users experience and trust a product.
Redesigning a digital space that encourages visitors to stay, explore, and learn more about the outdoors - a landing page that welcomes users with clarity, guides effortlessly, and removes doubts.
UNDERSTANDING THE PROBLEM SPACE
Users were stuck in uncertainty. The silent drop-offs were loud and clear.
Despite offering a valuable product-- a platform that connects people with outdoor experiences, the landing page wasn't communicating its value effectively. Potential users weren't converting because the website didn't answer their questions:
- "What is OuterSpatial? And how does it help me?"
- "Can I trust this platform?"
- "Hm cool, but, what do I do now..?"
Without solving these pain points, valuable outdoor enthusiasts were slipping away before they even got the chance to experience what OuterSpatial had to offer.
Our users were frustrated and OuterSpatial suffered as a result, for lost engagement and untapped potential.
From the business side, the data uncovered a growing issue. Website traffic was steady, visitors and outdoor enthusiasts were arriving, but not engaging and certainly not converting. When analyzing the data through Google Analytics, Amplitude, and Hotjar, I uncovered 3 main issues that suggested improvement:
High Bounce Rates
Users weren't finding what they needed quickly enough.
Low Conversion Rates
Visitors weren't moving to the next step - downloading the app, signing up, or engaging with content.
Scroll Depth Data
Users weren't making it past the hero section, showing that the messaging and layout weren't compelling enough.
ANALYZING & IDEATION
Creating a landing page that connects & converts
Bringing in clarity and engagement to combat high bounce rates
✅ Stronger value proposition above the fold
Crafting a clear, benefit-driven headline, ensuring users instantly understood the purpose of the platform.
✅ Engaging hero section
Introducing real-world imagery of outdoor adventures and giving the users an immediate reason to explore with an interactive map.
✅ Fast-loading, mobile-friendly experience
Optimizing load times and improving responsive design, ensuring a more seamless experience to keep users engaged.
Clear CTAs and trust signals to encourage users to commit
How could we guide users better to take the next step-- download the app, explore the website, or sign up?
✅ Clear, action-oriented CTAs
Placing a high-contrast CTA above the fold with a clear next step.
✅ Trust-gaining elements
Showcasing real testimonials from visitors and outdoor enthusiasts, logos of park partners, and app store ratings.
Better content structure & visual hierarchy to make information digestable
✅ Strategic content hierarchy
Restructuring the page with a clear narrative flow, making it easier for users to absorb information as they scrolled.
✅ Engaging interactive elements
Showing users app features and visuals to get a glimpse of what to expect and pique interest.
FINAL DESIGN
Confusion to Conversion
By focusing on clairty, engagement, and action, the OuterSpatial landing page went from a passive webpage to an interactive, conversion-driving experience.
RESULTS
Hook to start!
After launch, we were able to see the real-time results of what design looks like when we tend to user needs, follow best-practices, and utilize data-driven optimizations.
⚡️ Bounce rates dropped by 40%
⚡️ Conversion rates increased by 27%
⚡️ Scroll depth engagement improved by 54%
Next steps and learnings
While the redesign was a huge improvement and success, we know that great user experience design is an ongoing process.
User behavior is always changing and we plan to run continuous usability testing and collect feedback to refine the experience even further. Through A/B testing, we can assess small changes like CTA wording or button placements to optimize conversion rates even more.
By staying agile, listening to users, and relying on the data, we can continue to make OuterSpatial an indispensible tool for outdoor adventures.
