Overview
This project explores how a highly focused niche strategy can shape a product’s first touchpoint. Instead of building a full marketing website, I intentionally designed a focused landing page to rapidly validate cultural relevance and convert a niche audience with minimal build.
The Strategic Decision
Rather than building a generic homepage, I prioritized cultural specificity not just as a visual touchpoint, but as a trust trigger, shortening the path from awareness to action.
Product Framing
This page is:
→ Designed to be the first controlled touchpoint where users quickly understand who the product is for and why it exists, before entering the app.
→ Focused on reducing explanation overhead and communicating a single, culturally specific value proposition without feature overload.
→ Built to move users directly into the app, where trust, privacy, and usability are experienced rather than explained.
This page is not:
→ Feature discovery is intentionally deferred to the app to avoid premature complexity and cognitive fatigue.
→ Long-form narratives and visual branding were deprioritized in favor of immediate relevance and comprehension.
→ The page avoids multiple CTAs, lead capture, or persuasive tactics, prioritizing a calm and respectful entry into the product.
UX Decisions
Key UX decisions
• Kept the page intentionally short to reduce cognitive load
• Prioritized emotional reassurance over feature explanations
• Used a single CTA to avoid decision friction
OAnticipated low patience for long-form content, so I minimized cognitive load by keeping copy sparse and action obvious.
Execution Approach
The download CTA led to no action, creating a dead-end experience that risked breaking user trust.
CTA interaction was redesigned to guide users to a “Coming Soon” state instead of creating a dead-end.
Once the app became available, the CTA was connected to the App Store, while the lower section continued to set expectations around features still in preparation.
Build to Learn
Designed, built, and deployed a functional landing page to validate core hypotheses with real users.
Lean Iteration
Adjusted messaging and interaction details on the same day based on on-site user reactions during the Abu Dhabi roadshow.
No-Code Execution
Built and shipped independently using Webflow, enabling fast iteration without collaboration bottlenecks.
Reflection
This project demonstrates my approach to product design:
using focus, restraint, and strategic clarity to design interfaces that serve a specific business and user goal.
This work functions as a strategic prototype, with user interaction informing ongoing iteration toward sharper conversion.
Although traffic metrics weren’t tracked, this page was built as a strategic prototype to validate UX hypotheses around culturally specific onboarding and value positioning.