Overview
MNTN is a B2B adTech company that enables brands to launch campaigns on Connected TV (CTV) and streaming platforms. When I joined in 2022, the company’s only product presence was a single landing page, which presented several UX, visual, and collaboration challenges across teams.
The primary objective was to transform MNTN's single landing page into a comprehensive, multi-page platform that effectively showcases our Connected TV advertising capabilities to marketing executives and agency partners. The project aimed to create targeted content paths to establish a clear product messaging architecture and provide conversion-optimized pages that enable our sales team to effectively engage prospects.
This redesign sought to enhance MNTN's market positioning by providing marketing decision-makers with intuitive access to detailed product information, reducing friction in the sales process, and improving lead generation performance.
My Role
UX/UI Designer | Design System Lead
Duration
~6month
Team
Marketing | Content | Developers | PMs
User base
10,000+ views on landing pages daily
6,000+ views on blog posts daily
7,000+ case study views in 3 months
Key Success
35% ⬆️ in landing page conversion rate
17% improvement in scroll depth (reaching 50%)
20% ⬇️ in bounce rate, indicating stronger engagement and improved user flow
The Challenges
MNTN had a strong product—now it needed a story and structure that made sure the right audience heard it.
The project started with MNTN’s product presence was limited to a single landing page. The page created several UX, visual, and collaboration challenges across teams. Some of the issues were that the landing page no longer reflects our evolved business mission and visual languages, creating a disconnect between the website, our business objectives, and user expectations.
Additionally, the existing design is not optimized for conversion, leading to missed opportunities to effectively engage and convert potential customers.
Legacy Design to New feature pages
Research & Redesign
Marketers are struggling to find the right offering on the legacy site.
To approach the challenge, I started by examining the previous landing page and analyzing the features that we wanted to incorporate into the new experience. I first partnered closely with the content marketing team to investigate how users were interacting with the existing one-pager by conducting a 5-10 user-surveys.
With the user survey, I confirmed with the company’s goal that MNTN’s target users were primarily B2B marketers, with B2C as a secondary targeted group. To design an experience aligned with their goals, I first needed to understand who these users were and what they expected to find on the site.
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.
How might we convey MNTN’s value and guide marketers to act with confidence and ease?
To improve clarity and relevance in our product experience, I conducted competitive analysis to identify the strengths, weaknesses, and opportunities in rival solutions.
Why I did this?
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.
Opportunities to improve
Clarity of Value Proposition
Onboarding & Information Architecture
Component & Layout Consistency
Visual Storytelling & Product Education
CTA Design & Conversion Flow with Responsiveness & Accessibility
Then, I restructured the site using user segmentation and goal-based pathways—identifying three primary marketer types to guide content and navigation.
To validate design assumptions and optimize user engagement, I collaborated with engineering and product marketing to run a series of A/B tests on key landing page layouts and form designs. This step was essential to measure the effectiveness of different page structures and user flows, ensuring our design decisions were grounded in real user behavior rather than intuition.
Why I did this?
These experiments focused on measuring engagement, conversion rates, and user behavior patterns—helping us identify which layouts guided users more efficiently toward action while reducing drop-off. The results directly informed our content hierarchy and placement strategy across the site.
Assumption
We hypothesized that users would complete a one-page form more quickly than a multi-step (progress-style) form. Additionally, we expected the one-page format to reduce bounce rates.
Design Changes
Replaced the multi-step form with a single-page version.
Updated the form’s content language to improve clarity and tone.
Consolidated form inputs into dropdowns to create a cleaner, more streamlined UI.
Results
Positive Stats: 13% increase in form completion rate | ~9% decrease in bounce rate, validating our assumption
Improvements: Received comments from the stakeholders about visual adjustments that need to be more modern
Assumption
We hypothesized that reducing unnecessary content and adding trust indicators (such as verified brand logos) would enhance the form’s credibility and increase sign-up leads.
Design Changes
Removed imagery that was unrelated to the product or form context.
Introduced a trusted brand badge showcasing MNTN’s credibility built over the years.
Simplified form copy by removing cluttered language and headings—resulting in a cleaner, more focused interface that also loads more efficiently.
Results
Positive Stats: The updated design led to a ~9% increase in form completion rate. Additionally, user feedback highlighted that the cleaner visual experience made MNTN appear modern and premium, aligning well with the company’s goal of appealing to new markets during that period.
We also tested on hero images and Duo CTAs. While the A/B test showed no statistically significant uplift, research revealed that competitor sites often use strong visual hooks in their hero sections. Since our product visuals weren’t ready, we leveraged a key asset—our celebrity partner, Deadpool (Ryan Reynolds).
We replaced the hero with an autoplay (muted) video featuring the celebrity and changed the CTA from “Let’s Talk” to “Request Demo.”
While the test did not show statistically significant performance improvements, user interaction patterns revealed a clear engagement spike—visitors consistently clicked and lingered on areas featuring the celebrity’s face. This suggests that celebrity visuals effectively captured attention and encouraged exploration, even if they didn't immediately improve conversion metrics.
Design System is needed
I also collaborated with brand design leads to define a scalable visual system by building a design token foundation (color, spacing, and type), improving accessibility with WCAG 2.1 contrast, unifying component styles, and enhancing CTA clarity and performance across devices.
Then, I established a token system and collaborated with engineering to bridge design and development by implementing a shared design token system, aligning naming conventions, documenting component usage, and improving communication through async workflows, shared resources, and weekly syncs.
Design Solutions Overview
The Evolution of Design
In addition to the main landing flows, we also designed supporting experiences that helped guide users toward conversion. Examples would be:
a multi-entry sign-up flow, a case study page to attract and convert new users
Redesigned the Request Demo experience with an updated UX/UI aligned with the Material Design toolkit, making it more intuitive and familiar for users.
A blog feature to boost SEO and organic reach, with interactive content blocks (R)
A case study aimed at improving conversion rates and supporting a marketing campaign. Upon the initial feature launch, I observed a significant increase in mobile traffic on the page.
As a result, I prioritized designing for mobile first. Overall, demo request sign-ups from the case study page increased by over 20% within three months.
A partner marketplace to build credibility with marketers.
To be continued Phrase III
As our team became more proficient in Figma and cross-functional collaboration between engineering, brand, content, and product teams matured, I revisited the landing page to refine and elevate the experience.
I focused on building product trust by introducing supporting elements like customer quotes beneath bold headlines, enhancing hover interactions for better usability, and continuously testing typography for optimal readability.
I also worked to bring the product team’s color palette forward to ensure a more cohesive and unified design language across touchpoints.