Case study: Redesigning unDraw’s landing page using the AIDA framework

Hardi Parmar

Jul 26·3 min read

What is unDraw?

unDraw is an Open-source illustrations website for any idea you can imagine and create.

Challenge:

Design & prototype a more engaging and visually appealing landing page
Customize the layout, information architecture, etc. to suit the category of product

Goal:

To create a redesign for unDraw for XD landing page.

Heuristic Evaluation:

Here I am conducting a Heuristic Evaluation so that I know the mistakes made in the current design. And I don’t repeat the same mistake in my design.

So for that reason, let’s evaluate the current design of the landing page.

By conducting the Heuristic evaluation, I understood the UX of the landing page is good. But the real problem lies in the UI & visual design of the landing page.

Here I will follow the AIDA framework (Attention, Interest, Desire, Action) for redesigning the landing page.

1.Attention:

Clear & crisp headline + CTA (Call to action button)

This way, before the fold we have grabbed our users' attention and given all the information which would be of the highest priority to the users.

2.Interest:

Mentioning the companies that use this platform generates interest amongst users. They might want to give it a try at least when the top companies also use this platform.

The target audience for this website are developers, designers, content creators, etc. These people are under deadlines and much workload. So I have designed the USP (Unique selling proposition) in such a way that it is scannable

3.Desire:

Infographics make the content visually digestable & testimonials — act as a social proof

Testimonials are a great way to instill trust in users' minds and they also act as proof. So here testimonials can create a desirable impression in users’ minds.