Project Description

Investing In Your Future – Landing Page Concept Testing

We set out to solve a common challenge: how do you tell customers you’re improving their experience without sounding vague or overly promotional? The goal was to design a landing page that feels transparent, highlights real enhancements, and resonates with digital-first users.

Research

We ran two rounds of concept testing through dscout, targeting participants who fit our digital banking persona. In the first round, we tested headline and subheader options to understand what tone and messaging worked best. After analyzing feedback, we moved quickly into round two, where we tested full landing page prototypes.

To speed things up, I used generative AI as a design partner:

  • Copy exploration: AI helped brainstorm headline variations aligned with marketing’s direction, giving us multiple options fast.
  • Visual production: For round two, I used AI to create icons and imagery, which allowed us to build realistic pages quickly and field the second test within two weeks.

Key Findings

 

The insights were clear:

  • People loved conversational headlines that acknowledged feedback, like “You asked, we listened.”
  • Specific features above the fold worked better than abstract phrases like “feature-rich experience.”
  • Mentioning dollar amounts invested raised questions and concerns.
  • Participants wanted timelines and concrete details, not fluff.

Performance highlights:

  • Round 1 winner: Feature Announcement (54% ranked best, 3.88 positivity score).
  • Round 2 winner: You Asked, We Listened (39% ranked best, 4.12 positivity score).

Conclusion

This project showed how AI can amplify speed and quality without replacing creativity. By using AI for copy and visuals, we cut turnaround time dramatically and delivered high-fidelity prototypes that gave us richer insights. The result? Actionable recommendations backed by data, delivered fast.

For me, this case study demonstrates the power of human + AI collaboration: quick iteration, realistic testing, and strong insights that drive better experiences.