Crafting a High-Converting, On-Brand Landing Page for Espécies Cosmetics
Crafting a High-Converting, On-Brand Landing Page for Espécies Cosmetics
⭐ Highlights
Reimagined a landing page for Espécies Cosmetics' Plural Line, a vegan skincare brand I previously founded. Applied my evolved UX skills to craft a high-converting LP aligned with the brand’s natural aesthetic. The structure prioritizes clarity, user psychology, and conversion strategy. Included custom visual identity, persuasive copywriting, and CTA hierarchy. Built a prototype in Framer to demonstrate the concept in action.
⭐ Highlights
Reimagined a landing page for Espécies Cosmetics' Plural Line, a vegan skincare brand I previously founded. Applied my evolved UX skills to craft a high-converting LP aligned with the brand’s natural aesthetic. The structure prioritizes clarity, user psychology, and conversion strategy. Included custom visual identity, persuasive copywriting, and CTA hierarchy. Built a prototype in Framer to demonstrate the concept in action.
Project Summary
Project Summary
This case study represents a unique intersection of my entrepreneurial past and my current expertise as a Product Designer. Years after closing Espécies Cosmetics (my natural and vegan skincare brand) I decided to reimagine the launch landing page for our flagship "Plural Line" using the strategic design maturity I've developed at Itaú Unibanco and through my FinTech/SaaS experience.
This isn't just a visual exercise. It's a demonstration of how founder empathy, combined with data-driven UX strategy, creates more authentic and effective digital experiences. The project showcases my ability to balance emotional branding with conversion optimization, a critical skill for modern product design in consumer-facing applications.
Key Learning Objective: Show how entrepreneurial insight enhances product design decisions, especially when creating experiences that need to build trust, communicate value, and drive action in competitive markets.
What: AI-powered investment mentor with three specialized conversational agents designed to guide beginners through psychological and educational barriers to investing.
For Whom: First-time investors globally struggling with fear, complexity, and lack of trusted guidance, representing 15% of all US investors who started in 2020 alone (Bankrate, 2025).
When: 48-hour rapid prototyping during Alura's AI + Design + Code intensive program.
How: Multi-agent architecture with smart routing, real-time Brazilian market data integration, and anxiety-first conversation design.
Why: To transform the 79% who find investing intimidating (NerdWallet, 2024) by providing fear-reducing, educational guidance that builds autonomous decision-making confidence.
This case study represents a unique intersection of my entrepreneurial past and my current expertise as a Product Designer. Years after closing Espécies Cosmetics (my natural and vegan skincare brand) I decided to reimagine the launch landing page for our flagship "Plural Line" using the strategic design maturity I've developed at Itaú Unibanco and through my FinTech/SaaS experience.
This isn't just a visual exercise. It's a demonstration of how founder empathy, combined with data-driven UX strategy, creates more authentic and effective digital experiences. The project showcases my ability to balance emotional branding with conversion optimization, a critical skill for modern product design in consumer-facing applications.
Key Learning Objective: Show how entrepreneurial insight enhances product design decisions, especially when creating experiences that need to build trust, communicate value, and drive action in competitive markets.
The Original Challenge (Business Context)
The Original Challenge (Business Context)
The Founder's Dilemma I Actually Lived: During Espécies' active years (2017-2021), I faced a frustrating limitation that many small business owners know well: being trapped by rigid e-commerce templates that couldn't capture our brand's authentic, gentle aesthetic. Our Plural Line—5 multifunctional products designed to be "gentle on your skin and the world"—deserved a launch experience that matched its thoughtful formulation.
The Real Pain Points:
Limited customization within e-commerce platforms
No control over user journey and conversion flow
Inability to properly communicate our unique value proposition
Generic templates that didn't reflect our peach-inspired, natural brand identity
Missed opportunity to build genuine connection with conscious consumers
This frustration became my "why" for transitioning into Product Design. I wanted to solve these problems not just for myself, but for every business struggling to translate their vision into compelling digital experiences.
🔍 Project Overview
Guia da Bolsa is an AI-powered assistant designed to support people taking their first steps into stock market investing — especially those who feel lost, anxious, or intimidated by technical platforms.
Many beginners are eager to invest, but face real barriers:
Fear of losing money
Confusing financial jargon
Overwhelming platforms focused on advanced users
A lack of emotional support during decision-making
This project was created to make the investment experience more accessible, clear, and human — through a guided conversation, empathetic UX writing, and a multi-agent AI architecture.
As a solo designer, I led the project from end to end:
User research and problem framing
Creation of brand and visual identity from scratch
Narrative design and conversational flows
Development of the AI assistant using Python, Gemini API and Yahoo Finance
Complete mobile prototype built in Figma
The result is a functional MVP that combines:
✅ Real-time stock data
✅ Clear explanations with no jargon
✅ Emotional support for user insecurities
✅ A friendly interface guided by two original characters: Navi (the co-pilot) and Artemis (the analytical cat)
This project reflects my passion for building meaningful tools with AI — and my ability to design, prototype and ship intelligent product experiences that go beyond the screen.
The Founder's Dilemma I Actually Lived: During Espécies' active years (2017-2021), I faced a frustrating limitation that many small business owners know well: being trapped by rigid e-commerce templates that couldn't capture our brand's authentic, gentle aesthetic. Our Plural Line—5 multifunctional products designed to be "gentle on your skin and the world"—deserved a launch experience that matched its thoughtful formulation.
The Real Pain Points:
Limited customization within e-commerce platforms
No control over user journey and conversion flow
Inability to properly communicate our unique value proposition
Generic templates that didn't reflect our peach-inspired, natural brand identity
Missed opportunity to build genuine connection with conscious consumers
This frustration became my "why" for transitioning into Product Design. I wanted to solve these problems not just for myself, but for every business struggling to translate their vision into compelling digital experiences.
Primary Objectives
Conversion Optimization
Conversion Optimization
Conversion Optimization
Conversion Optimization
Strategic CTA placement and persuasive user flow design
Strategic CTA placement and persuasive user flow design
Strategic CTA placement and persuasive user flow design
Emotional Brand Alignment
Emotional Brand Alignment
Emotional Brand Alignment
Emotional Brand Alignment
Capture Espécies' warm, authentic, and gentle personality
Capture Espécies' warm, authentic, and gentle personality
Capture Espécies' warm, authentic, and gentle personality
Conversion Blueprint Backed by Market Research
Conversion Blueprint Backed by Market Research
Before designing the new landing page, I conducted an in-depth analysis of the most successful templates across platforms like Framer and Webflow. This research revealed consistent patterns behind high-converting pages, such as strategic CTA placement, modular benefit sections, scroll-triggered animations, and emotionally aligned branding. I used these findings as a blueprint to structure the Espécies LP, adapting best practices into brand-specific solutions that honored its peach-toned identity and conscious consumer values. This foundation ensured that every design decision moving forward was both user-centered and conversion-driven.
Before designing the new landing page, I conducted an in-depth analysis of the most successful templates across platforms like Framer and Webflow. This research revealed consistent patterns behind high-converting pages, such as strategic CTA placement, modular benefit sections, scroll-triggered animations, and emotionally aligned branding. I used these findings as a blueprint to structure the Espécies LP, adapting best practices into brand-specific solutions that honored its peach-toned identity and conscious consumer values. This foundation ensured that every design decision moving forward was both user-centered and conversion-driven.
Design Goals & Strategic Approach
Design Goals & Strategic Approach
This project represents a "reimagining" exercise, applying my evolved expertise as a Product Designer. My approach focuses on LPs as strategic tools that guide visitors to action while fully immersing them in the brand. For the Plural Line LP, I focused on a perfect, conversion-driven structure:
Irresistible Hook & Immediate Value: The LP would open with a compelling "Feel the Plural Glow" and a dynamic Countdown Timer to create urgency, immediately inviting users to subscribe for exclusive offers. This sets a singular conversion focus and highlights immediate user benefits.
Benefit-Driven Narrative & Social Proof: Instead of just listing features, the "Espécies Ritual" details a 5-step routine, highlighting tangible user benefits. The "Meet the Plural Line" showcases product impact, complemented by "cruelty-free," "vegan," and "recyclable" icons. Crucially, "Our Glow-Up Crew" testimonials build vital trust and social proof.
Clear Actions & Repeated CTAs: Each section strategically guides users towards the desired action. Call-to-Action (CTA) buttons are repeated in key areas (e.g., after benefits, product details, before the FAQ). This ensures the primary action is always accessible, maximizing conversion opportunities.
Immersive Visual Identity: The brand's distinctive peach tones and natural aesthetic define the LP's color palette, evoking emotion and connection. Imagery perfectly matches the brand's light, playful style, reinforcing its "gentle" authenticity.
Strategic FAQ Placement: The "Got Questions? We've Got Answers" section is intentionally placed at the end. This is strategic: users reaching this point are highly engaged, seeking final clarity or reassurance before converting. It addresses potential objections without overwhelming earlier, less committed visitors.
Clarity & Transparency (My Aphantasia Differentiator): My aphantasia (the absence of mental visualization) profoundly influences my design process by driving an inherent focus on logic and structure. For this LP, it ensures an impeccable information architecture: every element, text block, and CTA is meticulously and logically placed. This approach demystifies a complex product line, ensuring intuitive user experience and higher conversion rates.
AI Optimization (Leveraging Modern Tools): Today, I'd leverage AI to refine CTA copy, optimize element placement through A/B testing based on user behavior, and personalize user experiences. AI could also anticipate and address common questions in the FAQ based on user data.
Demonstrated Impact (The Prototype): To showcase these principles in practice, I quickly prototyped the Plural Line LP
This approach ensures LPs don't just look good; they strategically connect with your brand's essence, capture attention, and convert effectively.
This project represents a "reimagining" exercise, applying my evolved expertise as a Product Designer. My approach focuses on LPs as strategic tools that guide visitors to action while fully immersing them in the brand. For the Plural Line LP, I focused on a perfect, conversion-driven structure:
Irresistible Hook & Immediate Value: The LP would open with a compelling "Feel the Plural Glow" and a dynamic Countdown Timer to create urgency, immediately inviting users to subscribe for exclusive offers. This sets a singular conversion focus and highlights immediate user benefits.
Benefit-Driven Narrative & Social Proof: Instead of just listing features, the "Espécies Ritual" details a 5-step routine, highlighting tangible user benefits. The "Meet the Plural Line" showcases product impact, complemented by "cruelty-free," "vegan," and "recyclable" icons. Crucially, "Our Glow-Up Crew" testimonials build vital trust and social proof.
Clear Actions & Repeated CTAs: Each section strategically guides users towards the desired action. Call-to-Action (CTA) buttons are repeated in key areas (e.g., after benefits, product details, before the FAQ). This ensures the primary action is always accessible, maximizing conversion opportunities.
Immersive Visual Identity: The brand's distinctive peach tones and natural aesthetic define the LP's color palette, evoking emotion and connection. Imagery perfectly matches the brand's light, playful style, reinforcing its "gentle" authenticity.
Strategic FAQ Placement: The "Got Questions? We've Got Answers" section is intentionally placed at the end. This is strategic: users reaching this point are highly engaged, seeking final clarity or reassurance before converting. It addresses potential objections without overwhelming earlier, less committed visitors.
Clarity & Transparency (My Aphantasia Differentiator): My aphantasia (the absence of mental visualization) profoundly influences my design process by driving an inherent focus on logic and structure. For this LP, it ensures an impeccable information architecture: every element, text block, and CTA is meticulously and logically placed. This approach demystifies a complex product line, ensuring intuitive user experience and higher conversion rates.
AI Optimization (Leveraging Modern Tools): Today, I'd leverage AI to refine CTA copy, optimize element placement through A/B testing based on user behavior, and personalize user experiences. AI could also anticipate and address common questions in the FAQ based on user data.
Demonstrated Impact (The Prototype): To showcase these principles in practice, I quickly prototyped the Plural Line LP
This approach ensures LPs don't just look good; they strategically connect with your brand's essence, capture attention, and convert effectively.
Try It
Try It
Let's work together
I'm currently open to remote design opportunities, whether freelance, contract, or full-time. I help teams build high-impact digital products through a mix of strategy, design, and user research, with a strong focus on usability, clarity, and business alignment.
If you're hiring or looking to collaborate, feel free to reach out directly, or connect with me through platforms like Upwork or Contra, whatever works best for you.
📮 Email: mayaralmeid.design@gmail.com
🔗 Hire me on Upwork or Contra
Let’s bring your next idea to life 😉
Let's work together
I'm currently open to remote design opportunities, whether freelance, contract, or full-time. I help teams build high-impact digital products through a mix of strategy, design, and user research, with a strong focus on usability, clarity, and business alignment.
If you're hiring or looking to collaborate, feel free to reach out directly, or connect with me through platforms like Upwork or Contra, whatever works best for you.
📮 Email: mayaralmeid.design@gmail.com
🔗 Hire me on Upwork or Contra
Let’s bring your next idea to life 😉
Let's work together
I'm currently open to remote design opportunities, whether freelance, contract, or full-time. I help teams build high-impact digital products through a mix of strategy, design, and user research, with a strong focus on usability, clarity, and business alignment.
If you're hiring or looking to collaborate, feel free to reach out directly, or connect with me through platforms like Upwork or Contra, whatever works best for you.
📮 Email: mayaralmeid.design@gmail.com
🔗 Hire me on Upwork or Contra
Let’s bring your next idea to life 😉