The Alabama Project Landing

Context

This project supported pre-launch growth for a roleplay community that depended on Discord join volume before go-live. The previous page had strong visuals but weak action hierarchy, so visitors were not consistently converting.

I owned product design, interaction design, and frontend implementation, and also produced the launch trailer in a five-day sprint.

Problem

Visitors consumed content but frequently left before joining Discord. The core issue was not awareness; it was unclear next-step guidance and weak conversion pacing.

Users

• Community members evaluating whether to join before launch.
• Existing followers sharing the page with potential new players.
• Moderators and admins tracking pre-launch interest quality.

Constraints

• Five-day end-to-end delivery across web and video assets.
• No paid acquisition expansion during launch window.
• Existing brand language and campaign assets had to be reused.

Hypothesis

If the landing flow stages value communication before action requests and repeats one primary CTA at high-intent moments, Discord join conversion will increase without requiring additional traffic.

Design Process

1. Audited visitor flow and identified where intent dropped.
2. Reframed page structure around a clear narrative sequence.
3. Reduced competing actions and reinforced one primary CTA.
4. Built and integrated a supporting trailer with aligned messaging.
5. Tuned responsive behavior and readability for mobile traffic.

Tradeoffs

• Deferred secondary feature highlights to keep CTA focus high.
• Used lightweight interaction patterns over richer animation concepts.
• Prioritized conversion clarity over stylistic variety.

Solution

The final experience used a staged narrative architecture: value proposition, proof cues, launch urgency, and repeated Discord-first CTAs. Trailer and page messaging were aligned to avoid cross-channel inconsistency.

Validation

• Compared conversion behavior over a 14-day pre-launch window.
• Monitored click-through and join events on primary CTA placements.
• Collected moderator feedback on lead quality and repetitive questions.

Outcome Metrics

• +18% Discord join conversion across 14 days.
• -31% time-to-first-action from landing arrival to primary CTA click.
• +12% mobile session completion through the full landing narrative.

Lessons Learned

• Conversion improves when narrative pacing and action hierarchy are tightly coupled.
• A single primary action outperforms multi-CTA layouts in launch windows.
• Next iteration should add headline A/B testing and cohort-quality tracking.