Goal
Design an MVP landing page to communicate Orbt’s mission and convert visitors into early app users. Role
UX/UI Designer Tools
Figma, FigJam, Google Analytics Duration
12 months
Design an MVP landing page to communicate Orbt’s mission and convert visitors into early app users. Role
UX/UI Designer Tools
Figma, FigJam, Google Analytics Duration
12 months
Orbt — Designing a Landing Page to Drive App Downloads
Designed an MVP landing page to communicate Orbt’s mission and convert visitors into early users.
View Landing Page
Intro
Despite the rise of social and dating apps, many people still struggle to form meaningful friendships offline. Many platforms prioritize engagement metrics rather than real-world interaction.
Orbt addresses this gap by organizing curated social events that help people meet in person and build genuine friendships.
Orbt addresses this gap by organizing curated social events that help people meet in person and build genuine friendships.
Impact
Goal
The founder, new to Boston, noticed existing friendship apps didn’t effectively help people build real-world connections. The team created Orbt, an app centered around curated social events. Before launching the product, we needed a landing page MVP to:
- Communicate Orbt’s mission
- Encourage users to download the app
- Test early market interest
Jayden
Need: Easy ways to discover social events and meet new people without awkward introductions.
- Lives in Boston
- Wants to explore new events around the city
- Interested in meeting new people with similar interests
Need: Easy ways to discover social events and meet new people without awkward introductions.
Leila
Need: A welcoming way to meet friends and feel connected in a new city.
- Recently moved to Boston
- Looking to build a new social circle
- Interested in meeting people who share similar hobbies and interests
Need: A welcoming way to meet friends and feel connected in a new city.
Solution
Design a landing page that clearly communicates the value of curated social events while guiding users toward a single primary action: downloading the app.
Key Elements
- Clear hero value proposition
- Social proof and testimonials
- Visual previews of events
- Strong, persistent CTA
User Research
Early research focused on understanding who would benefit most from a curated social events platform. The target audience included people who:
To better represent these users, I created two personas.
- Recently moved to Boston or are visiting
- Are going through life transitions (relocation, breakups, new jobs)
- Want to build new friendships
- Enjoy exploring events, restaurants, and local activities with others
To better represent these users, I created two personas.
Ideation & Content Strategy
To structure the page effectively, I focused on problem → solution storytelling.
Key messaging priorities:
Key messaging priorities:
- Highlight curated events as the core differentiator
- Emphasize real-world connection, not just another social app
- Keep messaging clear and emotionally engaging
Wireframes & Layout Exploration
Goals for the layout:
- Clear hero section with primary CTA
- Logical content flow (problem → solution → proof)
- Minimal friction before download
Testing & Iteration
Testing & Iteration
Prototype testing revealed several improvements:
Prototype testing revealed several improvements:
- Simplified messaging in hero section
- Increased CTA visibility and contrast
- Replaced generic event wording with clearer descriptions
Final Design
The final landing page focuses on clarity, social proof, and a clear conversion path.
Key features:
Key features:
- Strong hero message and CTA
- Visual previews of curated events
- Testimonials to build trust
- Clean layout optimized for quick scanning
Results & Impact
After launch, the landing page performance was tracked for four weeks.
Performance metrics
Performance metrics
- 1,350 app downloads
- 18% CTA click rate
- 13.5% visitor → user conversion
- 38% onboarding completion rate
Key Takeaways
This project reinforced the importance of:
- Communicating value quickly on landing pages
- Guiding users toward a single primary action
- Balancing emotional storytelling with clear conversion goals
Competitive Analysis
I analyzed the landing pages of Timeleft and 222place, two primary competitors in the social events and friendship app space. These platforms helped establish a baseline for what users expect when discovering apps designed to facilitate real-world connections.
Reviewing their messaging, structure, and visual hierarchy helped identify opportunities for Orbt to differentiate its value proposition and improve the overall landing page experience.
Reviewing their messaging, structure, and visual hierarchy helped identify opportunities for Orbt to differentiate its value proposition and improve the overall landing page experience.
Key Observations
- Strong focus on event discovery
- Limited emphasis on emotional connection
- Dense layouts with multiple competing actions
Visitor → user
conversion 13.5%
conversion 13.5%
CTA Click Rate
18%
Onboarding
completion 38%
completion 38%
APP Downloads
1,350