2021
Flat Tummy App Website
A marketing website concept for the Flat Tummy app, focused on product storytelling, pricing clarity, and sign-up conversion.
Problem
Create a clearer marketing site direction for the Flat Tummy app that could explain the product, pricing, and signup path more effectively.
What shipped
Produced a marketing-site concept with stronger storytelling, clearer pricing structure, and more deliberate support for acquisition traffic.
How impact was measured
The work was evaluated through stakeholder alignment, pricing clarity, objection handling, and how well the layouts supported future campaign use.
Approach
- Started with the core acquisition questions: what the product is, why it matters, and how someone signs up.
- Mapped the site around the moments where clarity most directly affects conversion.
- Balanced campaign flexibility with a cleaner long-term content structure.
What I designed
- A homepage concept built around stronger product storytelling and conversion hierarchy.
- Pricing and FAQ page concepts to answer the main objections earlier.
- A responsive layout system designed to support both brand storytelling and paid traffic.
Testing
- Reviewed the concepts with stakeholders against product priorities and likely acquisition questions.
- Compared whether the pricing and FAQ structures were reducing ambiguity in the decision path.
- Checked that the page patterns could stretch across future campaigns without losing clarity.
What shipped
- A complete marketing-site concept direction for the Flat Tummy app.
- Defined page structures for homepage, pricing, and FAQ.
- A clearer acquisition-focused design system for future implementation.
Impact
- The concept gave the app a more coherent web story than a single landing page could provide.
- It also made pricing and signup conversations easier to structure for future rollout work.