Microsite Research & Design
I was tasked with doing research and creating a microsite for Cavallo’s Mission Control product that prioritized conversion rate. This project involved primary and secondary research, competitive analysis, persona creation, user flows, user journeys, mood boarding and style tiles before moving to design.
Research
The primary research for this project involved interviews with key stakeholders from both Cavallo’s existing website and the Mission Control product. These conversations revealed several gaps between the current messaging and what users are actually seeking. They also highlighted that the website does not provide enough opportunities for users to self-educate about Mission Control before reaching out to the Cavallo team.
Secondary research consisted of reading numerous case studies and articles on best practices for B2B SaaS websites and compiling a number of insights that would be of use for the microsite. It also included researching Mission Control competitors and documenting areas of overlap, differentiation, and opportunity.
Personas
To deepen understanding of our users, I researched Mission Control’s ideal customer profile (ICP) and created six detailed personas, each representing a different facet of our target audience and their goals. These personas capture not only demographic details, but also motivations, pain points, and contextual constraints—helping guide design decisions that align the product experience with real user needs.
User Flow
The next step was to design a user flow that mapped how visitors would navigate and interact with the site. This process clarified the hierarchy of information, the relationships between key pages, and the desired actions at each stage of the journey. It also helped define how content, calls to action, and visual cues guide users toward meaningful engagement and conversion.
User Journeys
From there, I developed detailed user journeys to define the actions, thoughts, and emotions we want to evoke at each stage of interaction. These journeys illustrate how users move from awareness to engagement and ultimately to conversion, highlighting opportunities to create moments of clarity, trust, and motivation. By grounding design decisions in these emotional and behavioral insights, we can intentionally shape an experience that drives outcomes.
Mood Board & Style Tiles
Finally, I began defining the visual look and feel of the microsite. Drawing on insights from earlier research—along with inspiration from competitors and high-performing industry sites known for strong conversion design—I explored how to translate Mission Control’s value into a cohesive visual language. I created style tiles that built upon Cavallo’s existing brand foundation while also pushing the aesthetic forward to reflect the innovation and sophistication of the Mission Control product.
