A mockup of a mobile for job gate home screen

Product designer

Product Designer

Figma / Figjam / Jira / Teams / Maze / Hotjar / Confluence/

Figma / Figjam / Jira / Teams / Maze / Hotjar / Confluence/

Figma / Figjam / Jira / Teams / Maze / Hotjar / Confluence/

PM / Devs / Stakeholders

PD, PO, Devs, Stakeholders,

Figma / Figjam / Jira / Teams / Maze / Hotjar / Confluence/

Figma / Figjam / Jira / Teams / Maze / Hotjar / Confluence/

PM / Devs / Stakeholders

PD, PO, Devs, Stakeholders,

Web Design

Designing decision-making systems that improve conversion across industries

THE PROBLEM

Most landing pages don't fail because of design.

They fail because they create too many decisions.

Across industries, businesses approached landing page design with remarkably similar requests:

Add more features.

Add more content.

Add more CTAs.

Add more information.

Every stakeholder wanted visibility.

Every team wanted their initiative represented.

Every client believed their business was unique.

Yet user behavior remained surprisingly consistent.

People rarely studied landing pages in detail.

Too many competing actions

Too many competing actions

Multiple CTAs often competed for attention rather than guiding behavior.

Multiple CTAs often competed for attention rather than guiding behavior.

Multiple CTAs often competed for attention rather than guiding behavior.

Messaging focused on features

Messaging focused on features

Businesses talked about what their products did.

Users cared about what outcomes they could achieve.

Businesses talked about what their products did.

Users cared about what outcomes they could achieve.

Businesses talked about what their products did.

Users cared about what outcomes they could achieve.

Stakeholder priorities shaped the experience

Stakeholder priorities shaped the experience

Information architecture frequently reflected organizational priorities rather than user decision-making needs.

Information architecture frequently reflected organizational priorities rather than user decision-making needs.

Information architecture frequently reflected organizational priorities rather than user decision-making needs.

"Users don't explore. They decide."

"Users don't explore. They decide."

Research Insight

Research Insight

A screenshot of job gate home, job details, and filters screens

We weren't designing pages.

We were designing decisions.

DISCOVERY

After working across multiple industries, a recurring pattern emerged.

Businesses believed their conversion challenges were unique.

User behavior suggested otherwise.

Whether users were:

  • Booking consultations

  • Purchasing services

  • Requesting demos

  • Generating leads

  • Creating accounts

The decision-making process remained largely the same.

Users evaluated value rapidly.

This shifted the focus away from visual design and toward behavioral design.

The challenge became helping users understand value with as little cognitive effort as possible.

After working across multiple industries, a recurring pattern emerged.

Businesses believed their conversion challenges were unique.

User behavior suggested otherwise.

Whether users were:

  • Booking consultations

  • Purchasing services

  • Requesting demos

  • Generating leads

  • Creating accounts

The decision-making process remained largely the same.

Users evaluated value rapidly.

This shifted the focus away from visual design and toward behavioral design.

The challenge became helping users understand value with as little cognitive effort as possible.

After working across multiple industries, a recurring pattern emerged.

Businesses believed their conversion challenges were unique.

User behavior suggested otherwise.

Whether users were:

  • Booking consultations

  • Purchasing services

  • Requesting demos

  • Generating leads

  • Creating accounts

The decision-making process remained largely the same.

Users evaluated value rapidly.

This shifted the focus away from visual design and toward behavioral design.

The challenge became helping users understand value with as little cognitive effort as possible.

Attention patterns

Information hierarchy

Abandonment behaviors

Value perception

foundation for creating repeatable conversion systems across industries.
foundation for creating repeatable conversion systems across industries.

foundation for creating repeatable conversion systems across industries.

foundation for creating repeatable conversion systems across industries.

TARGET USERS
High-Intent Visitors

Need to understand value quickly and identify the next step immediately.

Need to understand value quickly and identify the next step immediately.

A screenshot of job gate home, job details, and filters screens
Decision-Makers

→ How might we improve conversion without increasing complexity?

Need confidence before committing time, money, or attention.

→ How might we create adaptable frameworks across industries?

A screenshot of job gate home, job details, and filters screens
Business Stakeholders

Persona #3

→ How might we improve conversion without increasing complexity?

Need confidence before committing time, money, or attention.

→ How might we create adaptable frameworks across industries?

A screenshot of job gate home, job details, and filters screens

01 Design Decision

Helps small business owners manage inventory and place recurring orders

Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.

how might we...

→ How might we reduce decision fatigue?

→ How might we improve conversion without increasing complexity?

→ How might we guide attention toward the action that matters most?

→ How might we create adaptable frameworks across industries?

01

Outcomes Before Features

Users rarely cared about functionality until they understood value. Messaging shifted from product capabilities to customer outcomes.

Tradeoff

Required challenging stakeholder assumptions about feature visibility.

02
Design Around a Single Primary Action

Research consistently showed that multiple CTAs created hesitation rather than engagement.

Tradeoff

Secondary business objectives became less prominent.

03

Information Hierarchies

Not all information carries equal importance.

Content was structured around the order users needed information to make decisions

Tradeoff

Reduced cognitive load and improved content comprehension.

A screenshot of job gate filters popup
DEFINE

Helps small business owners manage inventory and place recurring orders

Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.

store owners value speed, simplicity, and reliability.

Store owners value speed, simplicity, and reliability.

the experience should be optimized for reordering, not browsing

store owners value speed, simplicity, and reliability.

150+

Many place orders multiple times per week to restock their stores.

6

Order products regularly to maintain inventory and serve customers

18

Content

150+
150+
150+
150+

Many place orders multiple times per week to restock their stores.

store owners value speed, simplicity, and reliability.

Small corner stores

1 to 3 employees. Low digital maturity

Reorder, don't stop

4 to 10 employees. Use digital tools ocasionally

Distributors & Wholesalers

High order volume. More complex operations

Distributors & Wholesalers

High order volume. More complex operations

Distributors & Wholesalers

High order volume. More complex operations

A screenshot of job gate filters popup

Content

Content

store owners value speed, simplicity, and reliability.

Step-by-step flows that teach and guide users without overhelming them.

Learning moments embedded naturally within the user journey.

Recomendations based on user interests, goals and behavior.

Visual and simple explanations of perfomance risk.

Define

Helps small business owners manage inventory and place recurring orders

Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.

Store owners value speed, simplicity, and reliability.

Small corner stores

1 to 3 employees. Low digital maturity

Reorder, don't stop

4 to 10 employees. Use digital tools ocasionally

Distributors & Wholesalers

High order volume. More complex operations

Distributors & Wholesalers

High order volume. More complex operations

FINAL EXPERIENCE

Small corner stores

1 to 3 employees. Low digital maturity

Small corner stores

1 to 3 employees. Low digital maturity

Small corner stores

1 to 3 employees. Low digital maturity

Small corner stores

1 to 3 employees. Low digital maturity

Define

Helps small business owners manage inventory and place recurring orders

Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.

1 to 3 employees. Low digital maturity

4 to 10 employees. Use digital tools ocasionally

High order volume. More complex operations

FINAL EXPERIENCE

FINAL EXPERIENCE

FINAL EXPERIENCE

1 to 3 employees. Low digital maturity

4 to 10 employees. Use digital tools ocasionally

High order volume. More complex operations

High order volume. More complex operations

FINAL EXPERIENCE

1 to 3 employees. Low digital maturity

4 to 10 employees. Use digital tools ocasionally

High order volume. More complex operations

High order volume. More complex operations

FINAL EXPERIENCE

FINAL EXPERIENCE

FINAL EXPERIENCE

1 to 3 employees. Low digital maturity

1 to 3 employees. Low digital maturity

4 to 10 employees. Use digital tools ocasionally

1 to 3 employees. Low digital maturity

High order volume. More complex operations

1 to 3 employees. Low digital maturity

High order volume. More complex operations

1 to 3 employees. Low digital maturity

1 to 3 employees. Low digital maturity

4 to 10 employees. Use digital tools ocasionally

Distributors & Wholesalers

High order volume. More complex operations