Agency:
Freelance
Role:
Lead Designer
Loopin is a productivity platform designed to streamline meetings for hybrid and remote work teams. It integrates with common work tools to gather data from meetings, helping teams stay organized by consolidating action items, meeting notes, and decisions in one place. It aims to enhance overall organizational efficiency, saving money and time.
+17%
CVR
+31% TOS
-22%
BR
Why was a re-design required?
Ineffective Messaging – The previous website did not effectively convey Loopin’s value proposition, often leaving visitors uncertain about the specific advantages of its services.
Low Direct Sign-Ups – The website struggled to convert visitors into users, with a low number of sign-ups occurring directly through the platform.
Competitive Positioning – In a highly competitive market, it was essential for Loopin to distinguish itself as a symbol of innovation and reliability, enhancing brand credibility.
Outdated Design and Functionality – The previous website featured an outdated design that did not align with Loopin’s fresh, modern approach. Additionally, its functionality fell short of providing an intuitive and seamless user experience.
Background research
To ensure the redesign was effective, I conducted a quick analysis of both emerging and established market competitors to assess their verbal and visual communication strategies, as well as their approach to information architecture. Additionally, I collaborated with key stakeholders to validate the target audience - Product Managers, Leadership, Sales, DevOps Engineers, and Marketing Professionals
Information architecture
Based on the competitor study and mood board, I created rough information architecture that improve navigation, the information structure and encourage more user interaction between different sections of the website.
Wireframes
I designed wireframes to define the layout and structure, and validate the reasoning and ideas with stakeholders. Several screens underwent multiple iterations to ensure the optimal user experience.
Design decisions
Drawing from our initial research and focusing on our target users, formulating an effective design strategy was key. Considering Loopin was an efficient note-taking app I wanted to play on that, creating rough sketch and doodle like illustrations and elements.
Content strategy
Recognizing the critical role of effective copywriting to capture the attention of the busy professionals who were our target audience, I focused on crafting an informal yet impactful tone of voice and concise content to enhance user engagement.
Visual design
Based on the brand guidelines developed by the marketing team, I created the UI guidelines which includes the typography, colour palette, brand imagery and component library.
Final website
I used a playful yet professional visual language to stand out in a crowded market—leaning on vibrant brand colors, modular layouts, custom illustrations, and conversational copy to feel approachable and modern. It was strategically designed to balance fun with functionality, clearly showcasing product value through contextual UI mockups and subtle, conversion-friendly CTAs. The site flexes to speak to multiple buyer personas without losing cohesion, making the experience feel both personal and polished.
Impact and learnings
Impact
Bounce rate decreased by 22% — The redesigned landing experience hooked users faster with clearer messaging and visual hierarchy.
Time on site increased by 31% — More engaging UI and intuitive content flow encouraged deeper exploration.
Conversion rate improved by 17% — Streamlined CTAs, benefit-focused copy, and contextual UI previews helped drive more sign-ups.
Learnings
Effective design extends beyond visual appeal; it serves as a strategic tool to influence user behavior. Each element—from layout structure to messaging hierarchy—must work cohesively to support user goals and business objectives. When design aligns seamlessly with user intent, it drives engagement, builds trust, and ultimately improves key performance metrics.