CASE STUDY

Taskora

Designing a Team Productivity Platform

Led the end-to-end UI/UX for a SaaS landing page that turns skeptical team leads into free trial sign-ups — from research to a 2.3x lift in conversion.

Taskora Case Study Banner image
  • Role: Lead UI/UX Designer
  • Project Type: Product Design • UI/UX • Web & Mobile • SaaS landing Page

Project Overview

Taskora is a team productivity platform that replaces the 4-5 tools most teams juggle daily.
Tasks, docs, chat, timelines, and reporting — all in one place.

I was brought in as the lead UI/UX designer to design the full marketing landing page from scratch. The goal: communicate product value clearly, build trust with first-time visitors, and drive free trial sign-ups across desktop and mobile.

6 wks

Project timeline

3

Pricing tiers

2

Breakpoints

500+

Target team users

The Problem

Most growing teams reach a point where their tools stop working together. They use Slack for communication, Notion for docs, Trello for tasks, and Google Sheets for reporting. The result is wasted time, missed context, and daily check-ins that could be avoided.

Taskora solves this — but the design challenge was bigger than the product itself.

How do you convince a skeptical team lead — who has been burned by “all-in-one” tools
before — to give Taskora 30 seconds of their attention on a landing page?

How do you convince a skeptical team lead — who has been burned by “all-in-one” tools before — to give Taskora 30 seconds of their attention on a landing page?

Business Goals

Primary goal

Drive free trial sign-ups. Remove every barrier between the visitor and the 'Start for free' button.

Secondary goal

Build credibility fast. Position Taskora as enterprise-ready, not just a startup side project.

Audience range

The page needed to work for a solo freelancer and a 50-person enterprise team at the same time.

Trust gap

No brand recognition. Unlike Asana or Monday.com, Taskora had zero prior awareness to lean on.

Research & Discovery

With the problem defined, I ran a focused two-week discovery phase before touching any design tool. The goal was to understand the competitive space and validate what actually works for SaaS landing pages.

Competitive Analysis

I audited the landing pages of Asana, ClickUp, Monday.com, Linear, and Notion — evaluating  hero structure, feature framing, social proof placement, and mobile experience. Key patterns observed:

  • Platforms that led with user pain (not product features) had cleaner, more direct copy.
  • Trust signals placed above the fold consistently reduced perceived risk for first-time visitors.
  • Pricing pages with 3 clearly named tiers outperformed those with complex feature matrices.
  • Mobile versions were often afterthoughts — navigation was cluttered and CTAs were hard to reach.
Competitive Analysis

Key Insights

Insight 1: The 8-second rule

Visitors decide whether to scroll within 8 seconds. The hero must answer three things instantly: what is this, who is it for, what do I do next.

Insight 2: Trust before claims

Feature lists feel empty without proof. Brand logos and social proof need to appear before any capability claims to hold attention.

Insight 3: Mobile intent is high

Many first visits come from LinkedIn or ad clicks on mobile. A poor mobile experience directly kills conversion from paid channels.

Insight 4: Pricing friction is real

Users abandon pages when cost is hidden. A visible free tier removes the single biggest hesitation for new sign-ups.

Design Principles

Four principles emerged from research and guided every subsequent decision:
  • Clarity over completeness — show what matters most, not everything that exists.
  • Earned trust — every claim must be backed by a proof point within the same scroll view.
  • Friction audit — question every form field, modal, and required step before adding it.
  • Mobile parity — design for the narrowest context first, then expand.

Who Uses Taskora?

Research surfaced three distinct user types, each arriving at the page with a different mental model and a different question they need answered.
Each persona maps directly to a section of the page. Sarah reads the hero. Marcus scrolls to pricing and picks Free. Priya finds the enterprise features panel and clicks “Get a custom plan.”

How the Design Evolved

The design went through three clear phases. Each produced artefacts that were reviewed, tested informally, and iterated on before moving forward.
Phase 1 - Wireframes
Low-fidelity structure
I started with rough wireframes in Figma to establish the information hierarchy without getting distracted by visual decisions. The key question was: what order should sections appear in to build trust progressively? Three layout variations were sketched for the hero alone before settling on the current structure.
wireframe#3
wireframe#4
Phase 2 - Iteration
Testing assumptions
Shared mid-fidelity mocks with 5 people matching the persona profiles (2 team leads, 2 freelancers, 1 IT manager). Feedback surfaced two problems: the feature section felt too long, and the pricing tiers were hard to compare at a glance. Both were redesigned before moving to high-fidelity.
Phase 3 - High Fidelity
Visual system + responsive build
Built the full visual design with a defined type scale, spacing system, and component set. Desktop and mobile were designed in parallel, not sequentially. Final designs were handed off with annotated specs for both breakpoints.
final#1
final#4

Design System Thinking

Rather than designing one-off screens, I built the page using a small component system. This kept the design consistent, made responsive adaptation faster, and prepared the components for reuse across future Taskora marketing pages.
Component set
  • Button variants: Primary (solid blue), Secondary (outlined), Ghost — all with hover, focus, and disabled states.
  • Feature card: Icon + title + body. Used across capabilities, enterprise features, and pricing includes.
  • Testimonial card: Avatar + quote + name + role. Constrained to two lines of quote text to prevent layout breaking.
  • Pricing tier card: Header, price, feature list, CTA. Highlighted variant for recommended tier.
  • Nav bar: Collapses to hamburger at 768px. Sticky on scroll with a subtle shadow on scroll trigger.
Spacing & Typography Scale
Type scale
5 sizes: 32px hero, 24px section title, 18px subheading, 16px body, 13px caption. Weights limited to regular and medium — no bold body text.
Spacing system
8px base unit. All padding, margin, and gap values are multiples of 8. This creates rhythm without manual adjustment on every element.

Final Page Architecture

The final page is structured as a progressive trust-building journey. Each section answers the question that the previous one raises.
SectionPurposeAnswers
HeroState the value proposition and prompt action"What is this?"
Social proofReduce skepticism before feature claims"Can I trust this?"
Core capabilitiesShow what the product actually does"Will it solve my problem?"
Enterprise panelQualify larger teams before they contact sales"Is this built for us?"
TestimonialsValidate with real users before the pricing ask"Does it actually work?"
PricingEnable self-selection across all three personas"What will it cost me?"
Final CTACapture visitors who scrolled all the way but didn’t convert yet"Why should I start now?"

Results

The following metrics were tracked post-launch and compared against the previous placeholder page. Results are based on the first 60 days of live traffic.
MetricBeforeAfter / Target
Hero-to-scroll rate42%+68% — 26pt lift
Free trial sign-up rate2.1%+4.8% — 2.3x increase
Mobile bounce rate71%−44% — 27pt reduction
Time-to-first-CTA-click48 sec−22 sec — 54% faster
Enterprise inquiry rate0.3%+1.1% — 3.7x increase
The enterprise inquiry rate improvement was the most significant unexpected win. Adding the dedicated enterprise features panel with audit logs, SSO, and data residency surfaced a buyer segment that was previously not converting at all.

What I Would Do Differently

A case study is not complete without honest reflection on what could have been better
More structured user testing
The informal feedback sessions with 5 people gave useful signal, but a structured usability test with a defined task flow (“find the pricing page and decide which plan you would pick”) would have surfaced friction points more reliably. If I were doing this again, I would run at least one round of moderated testing before the high-fidelity phase.

Key Takeaways

  • Landing page design is as much information architecture as it is visual design. The order of sections matters as much as their content.
  • Trade-off documentation is valuable — both for team alignment during the project and for demonstrating thinking in a portfolio.
  • Mobile-first constraint improved the desktop. Every time I removed something for mobile, I questioned whether it was necessary on desktop too.
  • Trust is built progressively, not in one section. Proof points distributed across the scroll journey outperform a single large testimonials block.