Case Study: Product Landing Page Redesign & Optimization

Overview

The organization’s product landing pages were outdated, inconsistent, and under-optimized for conversion. I led a five-month cross-functional initiative to redesign and optimize three major product pages. Acting as the bridge between teams, I coordinated stakeholders across marketing, product, and executive leadership to align on goals, define priorities, and deliver pages that balanced user needs, brand storytelling, and business impact.

Objectives

Align multiple stakeholder groups (product, marketing, executive leadership) on shared goals.
Refresh content and accolades to highlight each product’s unique value.
Improve demo form usability to boost lead conversion.
Partner with agency and web teams to modernize visual design.
Manage feedback loops efficiently across diverse audiences.

Process

1. Discovery & Alignment

Audited engagement metrics and identified pain points with demo forms and outdated content.
Facilitated alignment meetings with 5+ stakeholder groups: web, digital marketing, paid social, content marketing, individual product owners, and the CMO.
Synthesized feedback into a shared requirements document, balancing brand priorities with user experience.

2. Cross-Functional Design Collaboration

Acted as point of contact between the web team and the external design agency.
Translated stakeholder needs into actionable design feedback.
Iterated on mockups, ensuring accessibility, brand consistency, and usability standards.

3. Content & Messaging Refresh

Partnered with the content marketing team to update messaging across 3 product pages.
Added 10+ new accolades to strengthen credibility for each product’s audience.
Ensured copy aligned with both marketing messaging and stakeholder objectives.

4. Continuous Feedback & Task Management

Ran bi-weekly syncs with stakeholders, managing feedback from CMO, product owners, and marketing leads.
Prioritized feedback to avoid scope creep and keep timelines on track.
Coordinated deadlines across web, content, and paid social teams using the project management calendar.

5. Execution & Launch

Oversaw final QA and rollout across the three updated product pages.
Ensured alignment between content updates, design refinements, and campaign launches.

Outcomes 📌

Executive Alignment

Gained buy-in from the CMO and multiple product stakeholders, creating a scalable framework for future page updates.

Audience-Centered Messaging

Refreshed content tailored to each product’s audience (private sector and public sector), improving clarity and trust.

Strengthened Cross-Functional Collaboration

Established a repeatable process for coordinating feedback across 6+ teams, reducing revision cycles and improving alignment.

Through this project, I learned how to lead cross-functional teams to align on shared goals, translate diverse stakeholder feedback into actionable solutions, and balance user experience with business priorities. I gained hands-on experience structuring processes, iterating on design and content, and creating scalable workflows—skills that strengthened my ability to deliver impactful, user-centered products.