Modular System For MoneySmart Landing Pages
2019
MoneySmart is South East Asia's leading personal finance portal helping consumers compare loans, insurance, and credit cards.
I designed a modular system to optimize the design process for numerous SEO landing pages. This significantly improved team communication, reduced design time, and laid the groundwork for the future design system.
My role: system design, UX/UI design.
Goals
Reduce repetitive work and save design time
The recurring task of designing similar mortgage landing pages every 1-2 months was consuming valuable time and resources for our design team.
With the SEO team's ambitious growth plans, we faced an increasing demand for new mortgage landing page designs with tighter deadlines, pointing towards the need for an automated system.
Approach
User-centric framework
I advocated that an effective product landing page should do more than just satisfy SEO requirements; it needed to serve as a high-converting entry point in the product experience. My focus was on crafting pages that tell a compelling story tailored to specific user types.
Reusable building blocks
Leveraging our existing mortgage research findings, I identified the needs of our three primary user types. Then categorized these needs according to best practices for high-converting landing pages and developed modules to address each category effectively.
Outcomes
Design time saved, team communication improved
The modular system changed our approach to landing page design. It provided a clear structure for team communications, significantly reduced design time to one-two days per page, and became the cornerstone of the future SEO system. This systemic approach not only improved the processes but also positioned the team for scalable growth in SEO efforts.