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Tara.AI

Turning Clicks to Customers

I led the design vision for a growth initiative to improve new-user acquisition by creating intent-aligned landing pages for campaign traffic, streamlining CTAs, and reducing onboarding friction in partnership with product, engineering, and growth.

Role Product Designer
Timeline 6-8 Weeks
Responsibilities End-to-End UX & UI Design, User Research & Competitive Analysis, Journey Mapping & Wireframing, Visual & Interaction Design, A/B Testing & Iteration
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01

Overview

Tara.AI is a productivity platform for product and engineering teams to plan sprints, align specs, and track delivery. Using rapid research, competitive benchmarking, and iterative A/B testing, we launched a scalable landing-page framework that increased conversions by 30% and lowered CAC.

Goals

  • Improve conversion rates from paid/SEO campaigns.
  • Reduce acquisition costs vs. industry benchmarks.
  • Clearly communicate Tara's value propositions tailored to visitor intent.

Collaborators

VP of Product 1
CTO 1
Engineering
Growth/Marketing
Analytics

My Responsibilities

End-to-End UX & UI Design User Research & Competitive Analysis Journey Mapping & Wireframing Visual & Interaction Design A/B Testing & Iteration
02

Impact

0 %

Increase in conversions from marketing traffic

Lower customer acquisition costs (CAC) compared to industry benchmarks

Established a scalable landing page framework for future growth campaigns

03

The Challenge

Tara.AI homepage challenge

Tara's marketing campaigns successfully brought traffic to its homepage, but the conversion rate to sign-ups was low. The homepage tried to serve multiple audiences and goals, creating distractions for users who had arrived with specific intents.

User Need

Help users quickly understand Tara's value proposition and onboard with minimal friction.

Business Need

Reduce the high cost of acquisition by improving the efficiency of marketing campaigns.

04

In Person Kick Off

We began with a workshop to define key questions:

Why are users dropping off after landing?

What intent do users bring from different marketing channels?

How can Tara's product value be surfaced faster?

05

Insights from Talking to Users

Home Page Overload icon

Home Page Overload

Users were distracted by too much information not directly relevant to their search intent.

Friction in Onboarding icon

Friction in Onboarding

Too many steps before users could try the product. For example, users need to signup for a free trial.

Distraction icon

Distraction

Campaign keywords and homepage content didn't always align, creating cognitive dissonance.

06

Competitive Analysis

ClickUp Landing Page

ClickUp

  • Intent-specific, compact landing pages that mirror ad/SEO keywords.
  • Clear, benefit-led headline and a single primary CTA above the fold.
  • Minimal distractions; supporting proof appears only after the CTA.

Takeaway: Match message to intent and keep the hero focused on one action.

Notion Landing Page

Notion

  • Uses a long, multi-purpose homepage as a landing destination.
  • Dense content and motion/animation, but value proposition is very clear.
  • Great for exploration, less optimal for conversion-focused campaigns.

Takeaway: Rich storytelling builds clarity, but campaign traffic benefits from tighter, conversion-first pages.

Linear Landing Page

Linear

  • Dark-mode aesthetic that resonates with developers/engineers.
  • Minimal copy, precise visuals, and a decisive single CTA.
  • Creates curiosity and feels "built for coders."

Takeaway: Audience-aligned tone/style (e.g., dark mode) can lift engagement.

How Might We

How might we use tailored landing pages to better align with user intent, reduce distractions, and improve sign-up conversion rates?

07

Generating Iterations

I rapidly explored landing page variations, starting with quick sketches and moving into high-fidelity mocks. Key experiments included dark mode, CTA simplification, keyword-driven content, and co-design with marketing and product teams.

Iteration A - Light Mode

Iteration A — Light Mode

What we heard

Approachable and clean, but the primary action wasn't obvious. Users scanned the hero and asked for a direct CTA to try the product immediately.

Action

Kept the light palette and tightened the hero copy. Tested placement of a single, explicit CTA ("Start free") in the hero, with a secondary path ("See how it works").

Takeaway

Clarity improved, but the light theme still felt less compelling to technical audiences compared to a darker, product-centric look.

Iteration B - Dark Mode

Iteration B — Dark Mode

What we heard

Dark theme felt more product-forward and credible for engineers/PMs. Strong preference for direct CTAs and concise copy.

Action

Switched to a dark hero with high contrast and prominent CTAs (primary "Start free" in hero; optional secondary "See demo"). Reduced copy to essentials.

Takeaway

The dark variant became the default for technical campaigns; the direct CTA pattern was adopted as a standard across landing pages.

08

Ensuring Visual Consistency

I extended Tara's design system to support new landing page modules:

Dark Mode Palette: Created new visual styles while maintaining Tara's core identity.

CTA Components: Designed reusable CTA patterns for consistency across campaigns.

Tara.AI Design System Extensions
Landing Page Cover Design
09

Final Design

Final Landing Page Design - Full Spread

Keyword-tailored Landing Pages

Aligned directly with campaign messaging.

Singular CTA

Reduced friction per fold, sending users straight to onboarding.

Dark Mode Option

Adopted for campaign pages targeting technical users.

Automated Status Animation Product Feature Animation
User Flows
View Figma Prototype
10

Impact

+30% Conversion Improvement
Less Customer Acquisition Cost
High User Engagement from campaign traffic
11

Learnings and Takeaways

01

One Goal Per Page

Landing pages with one goal perform better than multipurpose homepages.

02

Keyword Alignment

Keyword alignment between campaigns and landing experiences builds trust.

03

Personalization Matters

Personalization based on marketing channels increases relevance.

04

Small UX Changes, Big Impact

Small UX changes — like CTA design, form length, or messaging — can yield major conversion lifts.

05

Data-Driven Design

Design is most powerful when data-driven and iterative, grounded in testing.

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