Northwind: Marketing Site, Designed & Built
A marketing site for a team-analytics startup, built to convert. Designed in Figma and shipped to production in React by one person.
- Client
- Northwind (analytics SaaS)
- Role
- Designer & Front-End Developer
- Year
- 2025
- Duration
- 5 weeks
Northwind is a team-analytics tool with a homepage that made the product look worse than it was, and didn't convert. There was also no engineering time to spare for a handoff. So I did both sides. Designed the page in Figma, then built it in React and Tailwind. The live site matches the mockup because the same person made both.
Results
- 98
- Lighthouse performance
- +22%
- Sign-up conversion
- 1 person
- Design → live
Concept project. Northwind isn't a real client, and these numbers are the targets I designed against, not results from a shipped product.
The brief
Good product, homepage that undersold it. They wanted something fast and polished that got the point across in one scroll and drove free-trial sign-ups, on a stack their own team could maintain after I left.
Design
I designed the page in Figma around one conversion goal: a hero with a real product preview, three value props you can skim, customer numbers as proof, and the same call to action repeated down the page. I laid out the mobile version first, so it's a design rather than a squeezed-down desktop.
Build
React, TypeScript, and Tailwind, with semantic markup, properly sized images, and no layout shift. Because I built what I'd drawn, the spacing and type and motion made it to production intact, without the small compromises that pile up in a handoff.
Outcome
The targets were a 98 Lighthouse performance score and free-trial sign-ups up 22% in the first quarter. Blank Figma file to live site, one person, no handoff meeting.
