Arya Homepage Design

Improving Conversion Through Strategic Design

Arya is a sexual wellness startup focused on improving and deepening intimacy and connection for couples. I was brought in to redesign the home / landing page experience for both mobile and desktop with the goal of increasing conversion.

My task was to rethink the layout, content hierarchy, and visual design to better communicate Arya’s value proposition and guide users toward sign-up. The result was a more intuitive, trust-building, and conversion-focused homepage tailored to the brand’s target audience.

Above the Fold

Looking exclusively at the content above the fold, when the user first lands on the homepage, we can see a stark difference.

In the original version (left), the user is drawn to a customer testimonial. Though it is certainly a positive quote, it doesn’t explain the product and could leave the site visitor with more questions than answers. Considering that this is a new product and does not have household name recognition, it’s imperative that we explain the value prop upfront. In my updated version, I introduce a clear H1 and H2 explaining exactly that while keeping the customer quote / social proof to build trust.

Content / How it Works

An Arya membership includes three products: Concierge, Scenes, and Goodies. The original homepage design designates a section each of these products, explaining what they are, but it stops there. After going through the sign-up process myself, I reached the paywall with questions too big to simply take a leap of faith and buy a membership.

In the ‘How it works’ section, the original focused more on the timeline after the user signs up and pays for their membership. The version I replaced that with focuses on pre-sign up education to better explain what the product is, how it works, and what the logistics are to get the user to the point where they’re comfortable putting down a credit card and know exactly what to expect.

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Homepage Design