Product marketing · UX/UI · 2024
Moving an urban farming product from placeholder to launch-ready.
I redesigned GrowMate’s website around product comprehension and app conversion, while building the design system and responsive structure the team previously lacked.
The app was live. The website still behaved like a waiting room.
The single holding page did not explain the product, show the experience or provide a convincing download path. Competitive analysis exposed an opportunity to combine clear product messaging, strong CTAs and a community-first personality.
I solved the structure before styling the surface.
I mapped Home, About and Contact journeys, established reusable colour and type rules, then designed web and mobile together. Three tested iterations moved from content structure to clearer CTAs and finally to an illustration-led product narrative.
Locked hierarchy and content scope before visual refinement.
Improved typography, CTA visibility and brand credibility.
Built a Discover → Grow → Harvest → Share journey around the mascot.
A clearer product story and a system the team could extend.
Next product step
I would instrument CTA attribution, test a lightweight plant-growth interaction and create an SEO content loop to connect discovery with measurable downloads.
A marketing website is part of the product funnel-not a visual wrapper around it.
What this demonstrates: end-to-end UX · design systems · responsive design · cross-functional delivery