MNTN

A B2B adTech company that enables brands to launch campaigns on Connected TV (CTV) and streaming platforms.

The objectives of the redesigned MNTN’s landing experience from a single page to a multi-page journey with defined user flows, targeted messaging, and conversion-focused layouts to improve product clarity, strengthen brand positioning, and drive higher engagement and lead conversion for the sales team.

MY ROLE
UX/UI Designer | Design System Lead

TIME
2022-2025

TOOLS
FIGMA

TEAM
PM | DEVELOPMENT | CONENT | DESIGN

The company has a strong product, but needs a story and structure to make sure the right audience heard it.

🚩The Problem

The legacy landing page was designed to introduce our Connected TV advertising platform to marketing executives and agency partners. Due to the packed one-page format and outdated content, the website lacked clarity, failed to reflect MNTN's evolved brand, and struggled to convert high-value prospects.

🚀 HOW MIGHT WE…?

Reimagine a guided experience that communicates MNTN’s value and empowers marketers to take action with confidence and ease?

Heatmap Analysis & Marketer Feedback

🖊️DESIGN PROCESS > 01.User Research

Partnered closely with the content marketing and product marketing teams, I investigated how users were interacting with the existing one-pager by conducting a 5–10 user survey. I also pinpointed areas with potential for improving the user experience, collaborating with brand designers to ensure the new UI matched the existing brand colors and visual identity.

Hotjar heatmaps revealed high engagement with B2B-focused content and performance stats; however, unclear messaging and lack of directional hierarchy caused drop-offs, signaling missed conversion opportunities. I also observed that users paused most at data visualizations, animated brand logos, and bold headings.

💡LEARNING 01:

Lack of Clarity Drove Drop-Offs, While Visual Elements Captured Attention

💡LEARNING 02:

Marketers Struggled to Search on How the Platform Served Their Needs

💡LEARNING 03:

Marketers are Looking for Stats to Boost Their Confidence in the Next Step

Competitors and seeking opportunities.

🖊️DESIGN PROCESS > 02.Website Structures

To improve clarity and relevance in our product experience, I conducted competitive analysis to identify the strengths, weaknesses, and opportunities in rival solutions. This helped benchmark UX/UI patterns, uncover industry standards versus innovation gaps, and validate or challenge assumptions about what users expect, ultimately guiding more strategic and user-aligned design decisions.

I defined a two-tier user segmentation in the product tab: Goal-oriented users vs. first-time visitors exploring MNTN’s product capabilities, ensuring the experience supports both focused tasks and exploratory discovery.

Feature Opportunities✨

🖊️DESIGN PROCESS > 03.Validation

I designed multiple versions of wireframes and prototypes with an ideal experience in mind and ran a number of user tests.

My main focus of the user testing is to validate my assumptions, such as the overall user experience of the page, select sign-up CTA around stats areas, the overall sign-up flow, and identify areas of improvement for copy (including the voice and tone).

Breaking down a one-pager to B2B/B2C and feature-oriented landing page, but what about the structure of each page? What content should we put above the eye-fold? Where to place the CTA if the team's goal is to boost CRO?

What are the most natural and high-intent moments in the user journey where we can introduce the email sign-up form naturally?

How do we display form content in a way that reduces bounce rate and encourages completion? What are some questions might give users a negative impression?

💡KEY TAKEAWAYS 01:

Users showed significantly higher engagement with visual content, such as statistics and videos, compared to text-heavy sections on the landing page.

💡KEY TAKEAWAYS 02:

Users were more likely to engage with blog posts that included compelling statistics, indicating that data-driven content increases curiosity and click-through rates.

💡KEY TAKEAWAYS 03:

Session recordings revealed a higher drop-off rate when the sign-up form spanned two pages, suggesting that multi-step forms may introduce unnecessary friction in the user flow.

Visual Deliverables

🟢 SOLUTIONS

I delivered targeted landing pages tailored to different marketer segments (B2B, B2C, and others), incorporating key statistics, resource links, and subtle web animations to deliver visual proof points.

I also designed a full-stack component library in Figma for web use, supporting the entire marketing team to build templates.

Additionally, I introduced a dedicated case study section to the website to strengthen SEO performance, increase organic traffic, and create more opportunities for user engagement and sign-ups.

Reimagine blog interactions from one-pagers to interactive blog posts due to our high traffic.

Redesigned the sign-up page to align with the latest UI system, reinforcing brand trust and increasing marketer confidence in completing the next step of the conversion flow.

The relaunch of the landing and feature pages was a key success for MNTN, driving improved user engagement and clearer product communication.

35% ⬆️ in landing page conversion rate
17% improvement in scroll depth (reaching 35%)
20% ⬇️ in bounce rate, indicating stronger engagement / improved user flow

🖊️AFTERMATH

As our team at MNTN became more proficient in cross-functional collaboration between engineering, brand, content, and product teams matured, I revisited the landing page to refine and elevate the experience.