Schematica.io Landing Page Redesign
Content strategist @ Simple [A]
Schematica.io is just one of a handful of brands that belong to Simple [A]. a content engineering firm that specializes in structured content integration and enterprise-level content operations. For this project, their team needed help redesigning a poorly-converting landing page for one of their Schematica.io products — a Figma plugin. This product was just one of many within their product suite.
For this project, I worked in daily collaboration with a product manager to audit, analyze and optimize the existing landing page and tell a more effective story about structured content.
Project highlights:
Domain modeling to understand the product within the larger brand portfolio — and create a better navigational flow for users looking to understand the product and its associated offerings.
Content modeling to drive reuse and consistency across all product pages within the brand’s suite.
Content prompts for generative AI to support rapid A/B testing of landing page landing to continuously optimize page performance.
The challenge
Our starting point was a single page within a larger brand website, alongside similar product pages. The page received limited traffic and didn’t convert the little traffic it did receive.
Some key issues were:
No clear focal point or hierarchy in the content
No meaningful chunking of content (instead, just a wall of text)
Unclear calls-to-action are buried at the bottom of the page
Very little context around who made this product and why it’s trustworthy
Preliminary designs
We started with a simple domain model to understand how the Plugin / Product content type worked within the larger brand ecosystem. This step drew insight from both a brand and a competitive audit to identify patterns in language and structure within the product domain.
Within the Product content type, we found local content types that, when mapped together, told a clear yet flexible story about the value of the product. This served as a basis for creating a Features and Benefits taxonomy that we could later use to test which combinations of these content types performed best.
Once we validated our basic content types within the system and the Product itself, I moved onto mapping the attributes associated with each of these content types. This served as an outline for defining attribute formatting and potential metadata/controlled lists like dates, types, and version IDs.
Next, I worked with some examples of page content to determine the best content pattern for the Feature and Benefit content type. My goal was to create strings that would sound cohesive and coherent, even when swapped out for different "versions" to test. Using our previously defined content model, so we were able to generate this content with AI and edit from there. This would later serve as a method for rapid A/B testing and continued optimization.
Our last step prior to wireframing was to determine how this landing page would fit within the existing brand website. We knew product adoption would ultimately be driven by CMS partnerships, so I designed an experience that allow more flexibility between the Product content type and the Integration content type. Plus, I added an optional "promo" landing page for the Partnership itself, since this would likely be a major traffic driver with additional content types like Event, Resource and Testimonial.
The outcome
The final landing page was template-based and used fewer words to communicate benefits more clearly.
Each section featured a specific content type (Feature, Benefit, Subscription) and its associated attributes (headline, summary, asset). Collectively, these content types illustrate the value of the product — but they can also be mixed, matched and rewritten to test and optimize new language.
Requirements for each section were included in a content model and page template, which was used to generate AI-based content for A/B testing; guide the redesign of other product pages; and provide a structure design system components in Figma.
Tools
Figma
FigJam
Google Sheets
Artifacts
Page model
Content models