Driving SaaS growth through a conversion-first entry experience.

The Challenge

For SaaS products, growth depends not only on features, but also on how effectively the platform attracts, educates, and converts new users.

At O Mercado de Trabalho, the entry experience needed to:

1. Build trust through transparent communication and social proof;
2. Quickly educate visitors about the platform’s value and talent categories;
3. Convert efficiently with clear calls to action and a concise value proposition.

Design Goals

• Establish a trustworthy first impression for both freelancers and contractors;

• Showcase the breadth of talent available on the platform;

• Use social proof (testimonials, ratings) to reinforce credibility.;

• Create a conversion-driven experience with visual and interaction consistency.

The Solution

I designed a scalable entry experience that balances storytelling and clarity, ensuring the platform could communicate trust while driving conversions:

• Hero Section: Direct headline, clear value proposition, and primary call-to-action;
• Talent Categories & Numbers: Quick, scannable overview of talent size and relevance;
• Testimonials: Authentic feedback strategically placed to strengthen trust;
• Consistent CTAs: Action prompts repeated across the journey to guide user flow;
• Visual consistency: A unified style applied across sections to reinforce credibility.

This approach created a marketing-driven yet user-centered landing page that aligned growth goals with authentic communication.

Impact (expected outcomes):

• Reduced initial confusion by providing clear onboarding context before entering the platform.

• Increased conversion rates by aligning the landing page with a single, compelling call-to-action.

• Improved trust and credibility through the use of testimonials, talent categories, and real-time numbers.

• Accelerated user decision-making by helping freelancers and contractors quickly identify platform relevance.

Learnings & Reflections

This project reinforced how important it is to design not just for usability, but also for first impressions that build trust at scale.

As a designer, I focused on:

• Balance growth goals with visual craft;
• Design an entry experience that feels credible and trustworthy;
• Use design as a strategic tool for conversion and adoption.