Landing Page Redesign
Landing Page Redesign
Landing Page Redesign
PROJECT OVERVIEW
PROJECT OVERVIEW
I was contracted to redesign the landing page for Comfort, an eSIM provider serving travelers in 150+ countries. The goal was to create a modern design to clearly communicate their value proposition, increase clickthrough, reduce bounce rate and improve conversion rate.
I was contracted to redesign the landing page for Comfort, an eSIM provider serving travelers in 150+ countries. The goal was to create a modern design to clearly communicate their value proposition, increase clickthrough, reduce bounce rate and improve conversion rate.
I was contracted to redesign the landing page for Comfort, an eSIM provider serving travelers in 150+ countries. The goal was to create a modern design to clearly communicate their value proposition, increase clickthrough, reduce bounce rate and improve conversion rate.
ROLE
ROLE
Product Designer
Product Designer
Product Designer
DURATION
DURATION
3 weeks, December 2025.
3 weeks, December 2025.
3 weeks, December 2025.
DELIVERABLES
DELIVERABLES
Landing Page Redesign, Design System, Handover Documentation
Landing Page Redesign, Design System, Handover Documentation
Landing Page Redesign, Design System, Handover Documentation
Scroll to view the full landing page
Scroll to view the full landing page
PROBLEM STATEMENT
PROBLEM STATEMENT
Comfort’s landing page wasn’t converting
Comfort’s landing page wasn’t converting
Comfort’s landing page wasn’t converting
Users spent minimal time on pricing, abandoned during checkout, and rarely clicked through from homepage to plans.
Users spent minimal time on pricing, abandoned during checkout, and rarely clicked through from homepage to plans.
Users spent minimal time on pricing, abandoned during checkout, and rarely clicked through from homepage to plans.
01
Generic stock imagery failed to connect with the user and illustrate the product
02
Complicated plan selection with too many confusing and duplicated options, vague pricing and coverage information
03
Unclear explanation of eSIM technology and benefits with weak trust signals and limited social proof
04
High bounce rate on educational pages; users left before understanding
05
The generic messaging failed to communicate specific benefits of choosing Comfort
USER GOALS
USER GOALS
The problems are clear, so the goals are simple
The problems are clear, so the goals are simple
The problems are clear, so the goals are simple
Users needed to understand eSIM technology within minutes, find a faster purchase path when they knew their destination, and have their questions answered before asking them.
Users needed to understand eSIM technology within minutes, find a faster purchase path when they knew their destination, and have their questions answered before asking them.
Users needed to understand eSIM technology within minutes, find a faster purchase path when they knew their destination, and have their questions answered before asking them.
The site needed to showcase global coverage at a glance, build trust through testimonials and visible support, and clearly communicate eSIM’s value proposition.
The site needed to showcase global coverage at a glance, build trust through testimonials and visible support, and clearly communicate eSIM’s value proposition.
The site needed to showcase global coverage at a glance, build trust through testimonials and visible support, and clearly communicate eSIM’s value proposition.
THE CORE QUESTION
THE CORE QUESTION
How do we simplify the experience so travelers can confidently pick, buy, and activate a data plan in minutes?
How do we simplify the experience so travelers can confidently pick, buy, and activate a data plan in minutes?
RESEARCH: ANALYSIS
RESEARCH: ANALYSIS
I went ahead to identify patterns associated with successful eSIM onboarding flows
I went ahead to identify patterns associated with successful eSIM onboarding flows
I went ahead to identify patterns associated with successful eSIM onboarding flows
I analyzed competitors like Holafly, Airalo, eSIM4Travel, Saily, and SimLocal to identify successful onboarding patterns, then restructured the content into a strategic journey
I analyzed competitors like Holafly, Airalo, eSIM4Travel, Saily, and SimLocal to identify successful onboarding patterns, then restructured the content into a strategic journey
I analyzed competitors like Holafly, Airalo, eSIM4Travel, Saily, and SimLocal to identify successful onboarding patterns, then restructured the content into a strategic journey
Awareness
→
Trust
→
Education
→
Action
REASEARCH: ANALYSIS
Then I identified our target audience
I identified five core user segments: digital nomads, business travelers, international students, vacation travelers, and content creators—each with distinct needs but shared priorities: fast activation, transparent pricing, coverage confidence, and simple setup.
RESEARCH: ANALYSIS
Then I identified our target audience
Then I identified our target audience
I identified five core user segments: digital nomads, business travelers, international students, vacation travelers, and content creators—each with distinct needs but shared priorities: fast activation, transparent pricing, coverage confidence, and simple setup.
I identified five core user segments: digital nomads, business travelers, international students, vacation travelers, and content creators—each with distinct needs but shared priorities: fast activation, transparent pricing, coverage confidence, and simple setup.
SOLUTION: FEATURES
SOLUTION: FEATURES
I simplified the value proposition
I simplified the value proposition
I simplified the value proposition
New users needed eSIM education to understand the value proposition, while returning users needed a direct path to purchase.
New users needed eSIM education to understand the value proposition, while returning users needed a direct path to purchase.
New users needed eSIM education to understand the value proposition, while returning users needed a direct path to purchase.
01
Interactive hero section with clear value proposition. Primary CTA being a search bar for users that need an eSIM quick
02
More structured plan section with clearer locations
03
Illustrative cards to educate the user on the benefits on an eSIM
VISUAL DESIGN
Building the design foundation
Working from the brand guide’s color palette, I created a scalable design system including typography hierarchy, spacing standards, and button components—ensuring consistency and providing developers with clear implementation guidelines.
SOLUTION: FEATURES
SOLUTION: FEATURES
Then I added trust building elements
Then I added trust building elements
Then I added trust building elements
After they knew the offerings, they needed to be assured so they could make a purchase
After they knew the offerings, they needed to be assured so they could make a purchase
After they knew the offerings, they needed to be assured so they could make a purchase
01
User statistics and a ‘How it works section’ right off the bat to assure users of ease of use
02
Reviews for more social proof
03
Tailored messaging on the benefits you get when you choose Comfort’s eSIM
04
Global coverage maps to show that Comfort is everywhere
Visual Design
Visual Design
Working from the brand guide’s color palette, I created a scalable design system including typography hierarchy, spacing standards, and button components—ensuring consistency and providing developers with clear implementation guidelines..
Working from the brand guide’s color palette, I created a scalable design system including typography hierarchy, spacing standards, and button components—ensuring consistency and providing developers with clear implementation guidelines..
What I Learnt
What I Learnt
What I Learnt
I gained deep knowledge of eSIM technology and its user education needs, learned to balance dense information with clean visual hierarchy, and discovered how trust signals drive purchase confidence in travel tech products.
Future iterations could include animated hero sections for stronger engagement, A/B tested CTA variations for conversion optimization, and an interactive destination selector with live pricing calculations.
I gained deep knowledge of eSIM technology and its user education needs, learned to balance dense information with clean visual hierarchy, and discovered how trust signals drive purchase confidence in travel tech products.
Future iterations could include animated hero sections for stronger engagement, A/B tested CTA variations for conversion optimization, and an interactive destination selector with live pricing calculations.
I gained deep knowledge of eSIM technology and its user education needs, learned to balance dense information with clean visual hierarchy, and discovered how trust signals drive purchase confidence in travel tech products.
Future iterations could include animated hero sections for stronger engagement, A/B tested CTA variations for conversion optimization, and an interactive destination selector with live pricing calculations.
LET'S DESIGN SOMETHING
reachsinmi@gmail.com
LET'S DESIGN SOMETHING
reachsinmi@gmail.com
LET'S DESIGN SOMETHING