Project Overview

Client: Trip2Balance, seed-stage startup (2022)
Role: Lead Product Designer
Timeline: ~1 month
Team: Founder, 1 developer, me

Trip2Balance is a performance-focused nutrition app built for athletes who need flexibility, precision, and clarity.

The landing experience was redesigned to improve conversion by clarifying the product’s value. The new direction shifts from a generic, feature-driven presentation to a performance-focused narrative—combining outcome-led messaging, stronger hierarchy, and a mobile-first structure. Through clearer positioning and targeted trust signals, the site communicates value immediately, helping users understand not just what the product does, but why it matters.

Project Description

Despite having a strong product, Trip2Balance struggled to convert visitors into users. The issue wasn’t usability—it was perception. Most users saw the app as a generic diet tracker, missing its core value: adaptive nutrition plans built for athletic performance.

The redesign focused on removing that ambiguity.

The structure was simplified into a single, focused flow, guiding users through what the product is, why it’s different, and why it’s credible. Messaging shifted from features to outcomes, emphasizing performance over tracking. The visual language evolved to feel more athletic and intentional, with higher contrast, clearer hierarchy, and imagery aligned with real use cases.

Mobile became the primary design context, improving readability, interaction, and flow where most users engaged. Trust signals—testimonials, media mentions, and system transparency—were introduced early to support decision-making.

The result is a clearer, more confident product story—one that aligns with user expectations and improves conversion without changing the product itself.

Contribution

Led the end-to-end landing redesign:

UX/UI design (structure, flows, high-fidelity execution), Product positioning (messaging, hierarchy, narrative), Visual direction (typography, color, imagery), Web design & build (Framer, responsive implementation).

Impact

+35% app downloads
−32% bounce rate (61% → 29%)
+47% session duration

Improvement driven by clarity—not new features.

Credits

Trip2Balance, Product Founder & Development Team

Tools

Framer
Figma