Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Designing a Conversion System for a Modular Build Brand | FlatPackCo Website & Lead Generation Ecosy
Services Provided
Branding, Website Development, Product Marketing
FlatPackCo Website & Lead Generation Ecosystem
End-to-end design of a website and high-conversion landing page to explain modular fit-outs and generate qualified business leads.
Team Members
Michael Reynolds, Jessica Anderson, Andrew Davis, Lauren Wilson
Product Designer · UX Strategist · Visual Designer · AI-Driven Execution
Ownership
Full ownership (0 → 1)
THE PROBLEM
FlatPackCo introduced a modular fit-out system for restaurants and retail spaces — enabling faster, scalable execution.
However:
• The concept was new and difficult to understand
• Users lacked clarity on how modular construction works
• No structured digital system existed for lead generation
• Messaging did not clearly communicate business benefits
This created a gap between product capability and user understanding. THE GOAL
Design a digital experience that:
• Simplifies a complex product into clear communication
• Builds trust with restaurant owners and operators
• Converts traffic into qualified leads
• Positions FlatPackCo as a scalable execution partner
UNDERSTANDING THE USER
Primary users:
• First-time restaurant owners
• Expanding multi-outlet brands
• Operators facing delays, cost overruns, and inconsistency
Key Insights
• Users think in time, cost, and risk — not design
• Decision-making is fast but high-stakes
• Clarity builds trust faster than aesthetics
• Confusion leads to drop-offs
STRATEGY
The website was designed as a conversion system, not a portfolio.
Strategic Shift
❌ From: Explaining services
✅ To: Solving user problems
❌ From: Technical language
✅ To: Business-first messaging
INFORMATION ARCHITECTURE
Designed a structured decision flow:
What is FlatPackCo?
Why does it matter?
How does it work?
Why should I trust it?
What do I do next?
This reduced cognitive load and guided users toward action.
LANDING PAGE (LEAD ENGINE)
Alongside the main website, I designed a dedicated landing page for paid campaigns.
Key Features
• Strong problem-first headline
• Simplified explanation of modular systems
• Visual storytelling for clarity
• Trust indicators
• Clear CTA hierarchy
DESIGN DECISIONS
1. Clarity Over Complexity
Converted technical construction logic into simple visual narratives.
2. Business-First Communication
Focused on:
• Faster execution
• Cost efficiency
• Scalability
3. Modular Visual System
Built a design system that reflects the product itself — structured, repeatable, scalable.
4. Conversion-Focused Layout
Every section was designed to:
→ Reduce confusion
→ Build trust
→ Drive action
EXECUTION
• Designed complete website UX and UI
• Built landing page for lead generation
• Created all visual assets and layouts
• Ensured consistency across pages
• Designed with mobile-first considerations
IMPACT
• Created a clear digital identity for a new product offering
• Enabled structured lead generation through landing pages
• Supported performance marketing campaigns
• Contributed to high-value business conversion (~₹70L pipeline)
KEY LEARNING
When a product is complex, clarity becomes your strongest design tool.
