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Web Design and Build


Design and build of web presence for the initial soft launch of Zamrad – a mobile platform enabling musical collaboration.

The focus of the soft launch was to give basic first insight into the brand and the product, and to push for pre-registrations.

As such, it was decided that the site would be a one-page, scrolling design that focused heavily on using stylistic imagery of people to create a connection with the viewer. The imagery would take on the core brand colours and would be thematically appropriate and rooted in the subject matter of music. I also sought to include testimonials of real users to create a further connection with the viewing audience. As the product has yet to be released, this section comprised of real artists talking about how Zamrad would or could benefit them.

In addition to this there would be a basic overview of the main product features, but care had to be taken here as the product is still under development.

Clear, and frequent call to action buttons would seek to maximise the potential conversions from those visiting the site.

Information Architecture

I began by creating a basic site map of the requirements, and planned sections of the site.


I created appropriate imagery using Photoshop, which matched the requirement of a modern, cool, urban aesthetic. This was used throughout the design for full width header sections between the main areas of the site, and for the full width image slider of  artist testimonials.

Early performance and analytics

Initial feedback from our established focus groups was wholly positive. The brand image and site design was heavily praised, and was working well when load tested.

Close analysis however of the available analytics showed that despite high levels of visitors the conversion rate was comparatively low. Whilst this is to be expected as the physical product is still a quite a way off, it still warranted further inspection.

After analysing the number of button impressions that we were receiving on the ‘Pre-register’ CTA buttons it became clear that out of half of the people triggering the registration process were actually completing the sign up process and registering as users.

Performance enhancements and improving user experience

I revisited the design of the CTA buttons and their placement. It became clear that this was not the issue, as the buttons are very pronounced and unambiguous.

Further examination of the pre-registration pop-up modal, combined with feedback obtained via a survey from people who had recently signed up confirmed that this was where the problem lay.

Two key problems were found. One, was that you could not sign up with social media, and the other was the double opt-in process required by mailchimp. This resulted in many users not realising they had received an email confirmation which required further action from them to complete the process.

I therefore implemented a means by which people could sign up with Facebook or Google, and bypassed the double opt-in process, introducing an inline ‘Captcha’ to mitigate against spam and spambots.

The result has been a massive 68% increase in conversions, with now approx 98% of button impressions resulting in a conversion.