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Project Overview
Timeline
Dec 2024 - Dec 2025
Industry
Business Software & SaaS
Role
Junior Product Designer (UX + Research Focus)
Tools
Figma, Microsoft Teams, Discord (Research/Collab)
Brief summary
Bizinc is a digital platform designed to support small business owners through tools, resources, and community. The challenge was restructuring the landing experience to clarify value, reduce cognitive overload, and guide users toward action. My role focused on improving information hierarchy, simplifying feature communication, and creating a scalable layout system aligned with business goals.
Goal
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Introduce Bizinc in a clear, engaging way.
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Communicate how the platform supports business visibility & community growth.
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Increase early access signups through strong, trust driven CTA placement
Turning a complex platform into a story users actually understand.
The Challenge & solutions
Challenge
Unclear Value Proposition:
Small business owners struggled to understand what Bizinc actually does or how it supports their growth.
Overwhelming Information Structure:
Early messaging lacked hierarchy, making it difficult to connect features into one easy to understand ecosystem.
Low Trust & Conversion Confidence:
Without credibility indicators or clear benefits, users hesitated to sign up early.
Solution
Clear, Story Driven Messaging:
Redefined the narrative to explain what Bizinc is, who it helps, and why it matters, in seconds.
Redesigned Information Architecture:
Created a guided flow: Overview → Value → Tools → Features → Trust → CTA.
Trust First Visual Experience:
Introduced modern visuals, community imagery, and clean CTAs to build confidence and drive conversions.
Research Process
Methods
Competitive Scan:
Reviewed platforms like Square Local and Yelp for Business to understand communication styles and feature positioning.
Stakeholder Discussions:
Aligned with Bizinc leadership to clarify mission, goals, and user pain points.
User Interviews & Surveys:
Small business owners expressed difficulty understanding how Bizinc supports their operations, and indicated a preference for simplified, trust oriented messaging.
Audience Insight Review:
Analyzed common challenges for small business owners, visibility, complexity, and tech overwhelm.
Key Insights:
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Small business owners needed immediate clarity on what Bizinc actually offers.
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Feature heavy messaging diluted the core value proposition.
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Trust indicators (community, credibility, proof) were necessary before asking users to commit.
Research Summary Board
Design Approach
Focus:
Create a clear, modern marketing experience that helps small business owners immediately understand what Bizinc is, how it works, and how it supports local growth. The experience prioritizes clarity, trust, and ease of understanding over feature overload.
Ideation Phase:
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Mapped the primary goals of small business owners visiting the site.
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Identified key moments where users need reassurance, clarity, and direction.
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Defined a simple narrative flow from introduction → value → tools → trust → action.
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Explored layouts that balance storytelling with scannable content.
Design Process:
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Structured the site to explain Bizinc in seconds, not minutes.
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Grouped features into digestible sections to avoid cognitive overload.
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Used visual hierarchy, icons, and spacing to guide attention naturally.
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Designed modular sections that can scale as Bizinc grows.
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Prioritized strong CTAs supported by trust-building content.
Key Product Decision:
One of the biggest design decisions was restructuring the landing page into intentional content blocks instead of presenting all features at once. Early analysis showed that too much information upfront created friction and diluted the core value proposition. By grouping features into digestible sections and sequencing them strategically, the experience became clearer and more conversion-focused.
Outcome
Results & Impact
The new structure clarifies Bizinc’s value at first touch, reducing confusion and cognitive load while supporting the goal of increasing early access signups and future feature expansion.
What I Learned
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Clear hierarchy drives decision making.
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Too many features at once reduces perceived value.
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Trust building elements are critical before asking users to convert.
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Structured storytelling strengthens SaaS landing experiences.
