Landing Page
Redesign
Landing Page
Redesign
Clarifying Notiva's value proposition
through UX research
Clarifying Notiva's value proposition
through UX research
40% increase in conversion rates
Role
UX Designer
Client
Notiva
Completion
2 weeks, 2025
Macbook Air
UX Design
Usability Testing
Benchmarking
Role
UX Designer
Client
Notiva
Completion
2 weeks, 2025
Macbook Air
UX Design
Usability Testing
Benchmarking
Role
UX Designer
Client
Notiva
Completion
2 weeks, 2025
Macbook Air
UX Design
Usability Testing
Benchmarking
Role
UX Designer
Client
Notiva
Completion
2 weeks, 2025
Macbook Air
UX Design
Usability Testing
Benchmarking
UX Design
Usability Testing
Benchmarking
UX Design
Usability Testing
Benchmarking
Project Overview
Project Overview
Project Overview
Have you ever been surprised by an unexpected bank withdrawal, only to realize you forgot to cancel a subscription? Notiva promises to solve this by automatically tracking subscriptions and deadlines.
Project Overview
Have you ever been surprised by an unexpected bank withdrawal, only to realize you forgot to cancel a subscription? Notiva promises to solve this by automatically tracking subscriptions and deadlines.
Challenge
Challenge
Users couldn't identify the core value proposition
Users couldn't identify the core value proposition
Impact
Impact
Improved value proposition clarity from 2/5 to 5/5 users by simplifying the hero section and clarifying messaging
Improved value proposition clarity from 2/5 to 5/5 users by simplifying the hero section and clarifying messaging
Team
Team
Founder & Developer (Client)
UX Designer (Me 🙋🏽♂️)
Founder & Developer (Client)
UX Designer (Me 🙋🏽♂️)
Research
"Not sure what this does"
"Not sure what
this does"
The founder had built a landing page for Notiva, an AI assistant that automatically tracks subscriptions and deadlines. Initial testing with 5 users revealed confusion -> it was clear the page wasn't communicating the product's value.
"Not sure what this does"
"Not sure what this does"
"Seems like Finanzguru (German competitor)"
"Seems like Finanzguru (German competitor)"
"Too many options"
"Too many options"
My role
Identify root causes of confusion and redesign the hero section to communicate Notiva's unique AI automation.
Identify root causes of confusion and redesign the hero section to communicate Notiva's unique AI automation.
UX Audit
I conducted a heuristic evaluation of the original landing page to identify specific usability issues and diagnose why the value proposition wasn't landing.
I conducted a heuristic evaluation to identify specific usability issues.
4
Tags cause clutter
7 navigation links → Hick's Law.
1
5
3 CTAs dilute focus
6
Value prop lacks clarity: Doesn't meantion stakeholder's AI promise
3
CTA size: 40px
→ not accessible
(min. 44 px)
2
Announcement distracts from core message
UX Audit
I conducted a heuristic evaluation of the original landing page to identify specific usability issues and diagnose why the value proposition wasn't landing.
I conducted a heuristic evaluation to identify specific usability issues.
4
Tags cause clutter
7 navigation links → Hick's Law.
1
5
3 CTAs dilute focus
6
Value prop lacks clarity: Doesn't meantion stakeholder's AI promise
3
CTA size: 40px
→ not accessible
(min. 44 px)
2
Announcement distracts from core message
UX Audit
I conducted a heuristic evaluation of the original landing page to identify specific usability issues and diagnose why the value proposition wasn't landing.
I conducted a heuristic evaluation to identify specific usability issues.
4
Tags cause clutter
7 navigation links → Hick's Law.
1
5
3 CTAs dilute focus
6
Value prop lacks clarity: Doesn't meantion stakeholder's AI promise
3
CTA size: 40px
→ not accessible
(min. 44 px)
2
Announcement distracts from core message
UX Audit
I conducted a heuristic evaluation of the original landing page to identify specific usability issues and diagnose why the value proposition wasn't landing.
I conducted a heuristic evaluation to identify specific usability issues.
4
Tags cause clutter
7 navigation links → Hick's Law.
1
5
3 CTAs dilute focus
6
Value prop lacks clarity: Doesn't meantion stakeholder's AI promise
3
CTA size: 40px
→ not accessible
(min. 44 px)
2
Announcement distracts from core message
Competitive Analysis
Competitive Analysis
Competitive Analysis
Competitive Analysis
The audit identified violations, but users also said Notiva "seems like Finanzguru," signaling a differentiation problem. To understand how successful competitors differentiate, I analyzed their hero sections.
The audit identified violations, but users also said Notiva "seems like Finanzguru" — signaling a differentiation problem. To understand how successful competitors differentiate, I analyzed their hero sections.
Criteria
Finanzguru
Rocket Money
Unsubby
Notiva
Navigation Links
4
3
4
7
Number of CTAs
1
2
1, (main CTA below the fold)
3
CTA height
50 px
56 px
74 px
40 px
Hero Complexity
(amount of elements)
5
5
6
9
Value Proposition
Indirect (video)
Below the fold
“Works for you”
Benefit focused
Control your subscriptions+ Benefit focused
Technical terms, vague, feature focused
Differentiatior
Celebrity & Mascot
“Money app”
motion + trust signal
Not clear
Criteria
Finanzguru
Rocket Money
Unsubby
Notiva
Navigation Links
4
3
4
7
Number of CTAs
1
2
1, (main CTA below the fold)
3
CTA height
50 px
56 px
74 px
40 px
Hero Complexity
(amount of elements)
5
5
6
9
Value Proposition
Indirect (video)
Below the fold
“Works for you”
Benefit focused
Control your subscriptions+ Benefit focused
Technical terms, vague, feature focused
Differentiatior
Celebrity & Mascot
“Money app”
motion + trust signal
Not clear
Criteria
Navigation structure
Number of CTAs
CTA height
Hero Complexitiy
(amount of elements)Value Proposition
Differentiatior
Notiva
8
4
40 px
9
Language not easy to understand
Not clear
Criteria
Navigation structure
Number of CTAs
CTA height
Hero Complexitiy
(amount of elements)Value Proposition
Differentiatior
Unsubby
6
main 1 below fold
74 px
6
Control your subs + Benefit focused
copy animation + trust badge
Criteria
Navigation structure
Number of CTAs
CTA height
Hero Complexitiy
(amount of elements)Value Proposition
Differentiatior
Rocket Money
4
4
56 px
5
“Works for you”
Benefit focused“Money app”
Criteria
Navigation structure
Number of CTAs
CTA height
Hero Complexitiy
(amount of elements)Value Proposition
Differentiatior
Finanzguru
4
1
50 px
5
Indirect (video)
Below the foldCelebrity & Mascot
Criteria
Navigation structure
Number of CTAs
CTA height
Hero Complexitiy
(amount of elements)Value Proposition
Differentiatior
Notiva
8
4
40 px
9
Language not easy to understand
Not clear
Criteria
Navigation structure
Number of CTAs
CTA height
Hero Complexitiy
(amount of elements)Value Proposition
Differentiatior
Unsubby
6
main 1 below fold
74 px
6
Control your subs + Benefit focused
copy animation + trust badge
Criteria
Navigation structure
Number of CTAs
CTA height
Hero Complexitiy
(amount of elements)Value Proposition
Differentiatior
Rocket Money
4
4
56 px
5
“Works for you”
Benefit focused“Money app”
Criteria
Navigation structure
Number of CTAs
CTA height
Hero Complexitiy
(amount of elements)Value Proposition
Differentiatior
Finanzguru
4
1
50 px
5
Indirect (video)
Below the foldCelebrity & Mascot
"Not sure what this does"
"Seems like Finanzguru"
"Too many options"
"Not sure what this does"
"Seems like Finanzguru"
"Too many options"
My role
Identify root causes of confusion and redesign hero to communicate Notiva's unique AI automation.
Not sure what this does
"Not sure what this does"
"Not sure what this does"
The founder had created a landing page with a 2 % sign-up conversion rate.
Initial testing with 5 users revealed confusion.
The founder had built a landing page for Notiva, an AI assistant that automatically tracks subscriptions and deadlines. Initial testing with 5 users revealed confusion -> it was clear the page wasn't communicating the product's value.
Research
Key Takeaways
Key Takeaways
Key Takeaways
Key Takeaways
Industry Standard: 4-5 nav items
CTA height: 50-74px
Benefit-focused language
Single, prominent CTA in hero
Clean layout: up to 5 elements
Mascots -> memorable
Iteration & Validation
The birth of Novi
The birth of Novi
The birth of Novi
Drawing from cognitive load principles and competitive insights, I shared with the founder that the current design made users feel like they had to do work but users want their mental load removed, not increased.
This sparked Novi as an idea in the founder: an AI assistant character built around the idea of removing mental burden. It aligned with the finding that Finanzguru's mascot creates memorable differentiation.
Wireframing
Wireframing
Wireframing
I restructured the hero section around Novi, applying 4 principles drawn from the UX audit, competitive benchmarking, and initial user feedback.
1
Remove visual clutter
-> Fewer nav items and hero elements reduce
cognitive load, keeping user attention on the
primary CTA.
2
Visual hierarchy & accessibility
-> A single, accessible CTA reduces decision
friction and gives users one clear next step,
which directly supports sign-up conversion.
3
Clear, benefit focused copy
-> Users who immediately understand the value
proposition are more likely to sign up. Clarity at
first impression reduces drop-off before any
interaction.
4
Make Notiva memorable
-> A distinctive character helps differentiate
Notiva in a crowded market, which supports
brand recall and long-term word-of-mouth
growth.
I delivered wireframes with content recommendations. The founder implemented a variation with his preferred copy and CTA styling.
Validation Testing
Validation Testing
Validation Testing
To validate whether the redesign actually resolved the confusion, I conducted 5 moderated remote usability sessions focused on first impression, comprehension, and recall of the hero section.
5
Usability Tests
Methodology
Duration: 15 -20 min moderated remote sessions
Scope: Hero section: First impression, comprehension, recall
Method: Open-ended questions, Think-aloud, behavioral observation
My role: Test protocol development, moderation, synthesis
Results
Results
Value Proposition Clarity
Value Proposition Clarity
BEFORE
2/5
2/5
AFTER
5/5
Users clearly understood the core value offered
Memorability
Memorability
BEFORE
0/5
AFTER
2/5
Users remembered distinctive element ("Novi")
Areas for Improvement
Areas for Improvement
Areas for Improvement
Subline length: Copy too long, shorter recommended
Memorability: Character below fold -> users don't scroll until after forming first impression
"Connected accounts": 2/5 users confused by term → Suggest "Link your email/bank"
Button consistency: 3 different button styles across mockups need design system
Opportunity: Bring Novi into the hero as a visual centerpiece
Iteration & Validation
The birth of Novi
Drawing from cognitive load principles and competitive insights, I shared with the founder that the current design made users feel like they had to do work but users want their mental load removed, not added to.
This sparked Novi as an idea in the founder: an AI assistant character built around the idea of removing mental burden. It aligned with the finding that Finanzguru's mascot creates memorable differentiation.
Wireframing
I restructured the hero section around Novi, applying 4 principles drawn from the UX audit, competitive benchmarking, and initial user feedback.
1
Remove visual clutter
-> Fewer nav items and hero elements reduce cognitive load, keeping user attention on the primary CTA.
2
Visual hierarchy & accessibility
-> A single, accessible CTA reduces decision friction and gives users one clear next step, which directly supports sign-up conversion.
3
Clear, benefit focused copy
-> Users who immediately understand the value proposition are more likely to sign up. Clarity at first impression reduces drop-off before any interaction.
4
Make Notiva memorable
-> A distinctive character helps differentiate Notiva in a crowded market, which supports brand recall and long-term word-of-mouth growth.
I delivered wireframes with content recommendations. The founder implemented a variation with his preferred copy and CTA styling.
Validation Testing
I needed to validate whether the changes actually solved the confusion users experienced. I conducted usability testing with 5 participants.
5
Usability Tests
Methodology
Duration: 15 -20 min moderated remote sessions
Scope: Hero section: First impression, comprehension, recall
Method: Open-ended questions, Think-aloud, behavioral observation
My role: Test protocol development, moderation, synthesis
Results
Value Proposition Clarity
BEFORE
2/5
AFTER
5/5
Users clearly understood the core value offered
Memorability
BEFORE
0/5
AFTER
2/5
Users remembered distinctive element ("Novi")
Areas for Improvement
Subline length
I recommend shorter copy
Memorability
Character below fold—users don't scroll until after forming first impression
"Connected accounts"
2/5 users confused by term → Suggest "Link your email/bank"
Button consistency
3 different button styles across mockups need design system
Opportunity
Bring Novi into the hero as a visual centerpiece.
Design
Design
Design Exploration
Design Exploration
Design Exploration
Testing validated the direction but revealed three areas where the design could push further.
Design
Design Exploration
Testing validated the direction but revealed three areas where the design could push further.
1
1
1
Goals
Goals
1
Bring Novi above the fold
While memorability improved (0/5 → 2/5), Novi still appeared below the fold. I explored high-fidelity designs bringing Novi into the hero section to maximize recall.
Bring Novi above the fold
Testing showed only 2/5 remembered a distinctive element. Making Novi the visual centerpiece increases memorability.
2
Reduce cognitive load
Remove 'connected accounts' from hero, as users found it confusing. Apply progressive disclosure.
3
Emotional over functional
"Never Worry About Deadlines" (emotional relief) "chosen over 'Never Miss a Deadline Again' to better reflect the mental load removal positioning.
Emotional over functional
"Never Worry About Deadlines" (emotional relief) outperforms "Never Miss a Deadline Again" (functional promise) for mental load removal positioning.
Novi as helpful companion, not just text description
Reflection
Reflection
What I learned
What I learned
What I learned
What I learned
Research reveals what feedback can't
User feedback said 'confusing,' but users couldn't explain why. The systematic audit identified specific issues (Hick's Law violations, unclear value proposition) that the usability testing later confirmed.
Collaboration sparks better ideas
The "mental load removal" insight emerged from synthesizing research with the founder. Neither of us would have arrived at Novi alone. It came from combining UX principles with the founder's product vision.
Next steps
Next steps
Next steps
Next steps
The founder is currently restructuring Notiva's product offering, so these designs remain explorations. If implemented, I would:
The founder is currently restructuring Notiva's product offering, so these designs remain explorations. If implemented, I would:
A/B test Novi-in-hero design against current version
Track sign-up behavior once traffic scales
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