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My role:
UX / UI Designer

Improving the experience of a green startup landing page.

Switch Off is a green startup based in Mexico City that created a smart device that disconnects automatically electronic devices when they're not in use, making people save up to 15% on their electric bill.

The challenge.

Re-design the company's landing page as they were not having a good conversion rate. We wanted to create a concept improving the information design, look & feel of the site and the design of the device and run A/B testings to improve the site's experience.


Project goals.


Detect market opportunities for the brand.


Define brand promise and attributes.


Design brand identity.

Research methods.

We planned two research phases, the first one was to detect from technical to experience issues within the original website, and the second was to test and compare the new website concept.

User interviews

Usability testing

Concept testing

Research outcomes.

I carried out a qualitative research and usability testing with users that were interested in the product but have not taken a purchase decision to understand what things were holding them back to make improvements in the digital experience.

Hero section.

On the hero section users were expecting to see immediately the product with a clear and quick description of it. On the old website they were just describing the promise of the product without showing how it looks.

Product description.

Users needed a quick understanding of the value proposition of the product, showing the most important functional benefit they would get of it (saving money). On the old website there was too much text explaining what are electricity leaks with a video that didn't really added much value as it was just a loop animation.

How it works?

On the old website there was a mix between how the product works and some of its features making it a bit confusing to understand. That's why it needed to be divided into two sections: the "How it works" section and then show and explain the most relevant features of the product and how they work.

Product features.

The product features were explained within the "How it works" section, they needed their own section as they really add value to the value proposition of the product.

Product benefits.

On the old website it was not clear which were the benefits for the users as there was a mix between functionalities of the product with functional benefits for the people.

Product design.

Users were not convinced about the aesthetic design of the product, the black color was not matching the philosophy of the company, as well as it was a product that the users would be hiding instead of leaving it in sight of others. I conducted an A/B testing to see the reaction of the users as the aesthetic design of the product was influencing their purchase decision.

UI design.

We wanted to be sure to create a simple visual identity that people could understand with a simple color palette and a minimal style to make contrast with photos and imagery of the activities and products made by hotel guests.

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