xtnd -designing a website for a smart electric board.

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After successful Kickstarter campaign with $346,000 pledged on an idea with a smart electric skateboard and a lot of years of development, there was a need to create a website/landing page for the release and pre-orders. The goal was to find the best way how to communicate the product to potential customers to get the highest possible conversion rate on purchases. After releasing this MVP, we got a lot of great insights out of user testings and analytics and continued iterating on it.


Me — Product Designer

Jan Blunar — Product Designer

Marian Galba — Renders

Dominika Dovcik — Copywriter

Marek Pohlodek — User Testing/Management

Ondrej Barta — Developer

2 months to release the first version of MVP.

Start of the project — 05/2020

my role.

— Visual Design

— User Experience

— User Research

— Market Research

— Analysis of User Testings

— Moving from Sketch to Figma

— Communication with Stakeholders

— Communication with Developers


— Talk to users as much as possible even during the design process itself - don't wait for the main release.

— User testing is good, but I would say it is even more important than talking to potential users to talk to users who already visited the website on their own and churned for example because they exactly now what were their feelings and what is keeping them from buying the product. - Don't build the hypotheses just on your own thoughts or looking at hotjar. Get the real thoughts.

— Always try to create a hierarchy between things you communicate to potential customers (first focus on things that matter to the users the most, and that will convince them to buy the product). It is not good to create just a list of all the features.

— It is difficult to sell a product just with renders without so many real images or real reviews. The potential customers don't believe it that much. They need some kind of social proof when buying that expensive product.

— Look at data and look for the main drop-offs in flows of the users, try to find the reasons behind it (recordings, talking to customers) and iterate on these parts to imporve conversions.

design highlights.

— Product Page: Describing the electric skateboard with order section

— FAQ/Contact Page, Blog Section, Post Detail

— Subscription Page and About Us

— Modals, describing the product page sections better: User Experience, Advanced Technology, Innovative Design

— Cart, Custom Cursor, Email Pop-Up

next steps.

— A/B Testing of email pop-ups

— A/B Testing of different variants of Product Page (just subscription) (just one-time payment)

— Checkout optimization

— Development of Blog

— Custom Cursor implementation

— More User Testing

— About Us Page Improvement (need to put more focus on the story of the team, product and values)

Thank you for reading and going through the showcase! If you have any feedback, I'd definitely love to hear it!