Design and implementation
of Cog's marketing website

BRAND

COG ADHD

COG ADHD

COG ADHD

SUMMARY

I led the design and development of cogadhd.com, enhancing the existing brand and creating a strategic content plan. I developed a new website concept that delivers an experience tailored to diverse audiences.

ROLE

Strategy

IA

UX/UI

Development

DURATION

2 months

TOOLS

Figma

Webflow

Notion

SETTING THE STAGE

Cog is a mental healthcare startup offering self-help tools and specialist assistance through a mobile app. The existing website lacked clarity and didn’t address the needs of both personal users and businesses, making a redesign essential to align with the brand’s goals and improve engagement.

MY ROLE

strategy >

strategy >

I led the design and development, collaborating with stakeholders to align on business goals, tone, and content strategy.

I led the design and development, collaborating with stakeholders to align on business goals, tone, and content strategy.

structure >

structure >

structure >

I reworked the site’s information architecture and content to clearly communicate Cog’s offerings to both B2C and B2B audiences.

I reworked the site’s information architecture and content to clearly communicate Cog’s offerings to both B2C and B2B audiences.

UI design >

UI design >

UI design >

I refined the visual language to elevate the brand, balancing professionalism with Cog’s vibrant and approachable identity.

I refined the visual language to elevate the brand, balancing professionalism with Cog’s vibrant and approachable identity.

build >

build >

build >

I translated the Figma design into a fully responsive website using Webflow, ensuring seamless UX across devices.

I translated the Figma design into a fully responsive website using Webflow, ensuring seamless UX across devices.

Strategy

Designing for
a Dual Audience

For Individuals - B2C

Cog started as a personal-use product, attracting a passionate community of early adopters who loved the product.

For Businesses - B2B

Cog started as a personal-use product, attracting a passionate community of early adopters who loved the product.

To make sure the website effectively catered to both audiences, I started by aligning with the founder and sales team on business goals, brand positioning, competitive advantages, and tone of voice.

Objectives

Defining success
for cog's new website

goal #01

brand awareness

brand
awareness

brand
awareness

Help visitors see Cog as an industry leader and inspire interest in exploring the product further.

goal #02

B2C conversion

B2C
conversion

B2C
conversion

Encourage visitors to download the app and sign up for a subscription or trial, creating an easy path for engagement.

goal #03

B2B lead generation

Attract qualified leads and encourage demo bookings, focusing on building partnerships.

Methodology

Deep dive
into our audience

I developed personas for personal users and business leaders integrating Cog into their EAPs.

Analysing stakeholder feedback clarified needs, motivations, and decision-making, ensuring the website spoke effectively to each audience.

Targeted personas

content strategy

Individual User Journey

Understanding
Value

Understanding
Value

The design focused on helping users understand the product’s value and how it benefits their ADHD management.

The design focused on helping users understand the product’s value and how it benefits their ADHD management.

Driving
Conversions

Driving
Conversions

The main goal was to guide visitors to take action by downloading the app and signing up to Cog.

The main goal was to guide visitors to take action by downloading the app and signing up to Cog.

Empowering
Users

Empowering
Users

Professional yet friendly tone and vibrant design aimed to show ADHD management as achievable.

Professional yet friendly tone and vibrant design aimed to show ADHD management as achievable.

Building
Trust

Building
Trust

Social proof, such as user testimonials, was included to build trust and drive conversions.

Social proof, such as user testimonials, was included to build trust and drive conversions.

content strategy

Resonating with
Business Stakeholders

Business
Value

Business
Value

The content was structured to show why Cog is a valuable investment for supporting neurodiverse employees.

The content was structured to show why Cog is a valuable investment for supporting neurodiverse employees.

lead
generation

lead
generation

The main goal was to guide business neurodiversity advocates to book demos and to drive lead generation.

The main goal was to guide business neurodiversity advocates to book demos and to drive lead generation.

Business
Impact

Empowering
Users

Cog was positioned as a tool to help businesses boost productivity, reduce absenteeism, and foster inclusivity in the workplace.

Cog was positioned as a tool to help businesses boost productivity, reduce absenteeism, and foster inclusivity in the workplace.

Trust &
Credibility

Building
Trust

Research, testimonials, and company endorsements were included to build trust and support decision-making.

Research, testimonials, and company endorsements were included to build trust and support decision-making.

visual design

Maintaining
the Brand

"A distinct and consistent brand presence sets us apart from competitors, builds trust and familiarity with our customers, and eventually leads to long-term brand value."

@Sprout Social, Seeds Design System

@Sprout Social, Seeds Design System

@Sprout Social, Seeds Design System

brand identity >

Cog has a strong, vibrant brand built around positivity and energy. The illustrations and mascot, "Scriggly," distinguish it from competitors and are loved by our users.

following foundations >

My goal was to ensure brand consistency by reflecting the brand’s colours, typography, illustrations, messaging, and tone of voice on the website.

My goal was to ensure brand consistency by reflecting the brand’s colours, typography, illustrations, messaging, and tone of voice on the website.

app

app

website

website

SCALABLE DESIGN

Integrating Blogs
to Drive Engagement

As part of our content strategy, I integrated blog posts from Medium into our website to strengthen engagement and ownership of our content.

reason #01

Blog posts were already a strong traffic driver through in-app links and search engines.

reason #02

Some customers first discovered Cog through these blogs, showing their impact on user acquisition.

reason #03

This highlighted the role of blogs in user engagement, brand awareness, and conversion.

using Webflow's CMS…

…enabled

new content to be added without a designer's help

…enabled

new content to be added without a designer's help

…empowered

anyone in the company to publish blogs independently

…empowered

anyone in the company to publish blogs independently

…allowed

a scalable system to grow alongside our content needs

…allowed

a scalable system to grow alongside our content needs

EXECUTION

Building with Webflow

To bring the new design to life, I developed the website using Webflow. This included:

responsive layouts

CMS-powered sections

engaging interactions

OptimisED SEO

responsive layouts

CMS-powered sections

engaging interactions

OptimisED SEO

This was my first large-scale project in Webflow, so I was learning and adapting as I built the website. It was really fun and challenging to develop these technical skills and deliver results under tight deadlines.

Challenges

establishing
tracking systems

One of the key challenges was the lack of detailed analytics on the old website, which made it difficult to identify pain points or benchmark performance for future improvements. To address this, we've:

responsive layouts

CMS-powered sections

engaging interactions

OptimisED SEO

integrated Gogle Analytics

integrated Gogle Analytics

created tracking tags for key CTA's such as app downloads and demo bookings

created tracking tags for key CTA's such as app downloads and demo bookings

added UTM parameters to external links to track traffic sources

added UTM parameters to external links to track traffic sources

looking forward

Measuring Success

To measure the success of this project, I implemented tracking for key metrics tied to each goal. These were used to uncover areas for improvement and establish data-driven benchmarks.

brand awareness

brand
awareness

brand
awareness

brand
awareness

goal

measure how effectively the website is attracting visitors, as well as how engaging the content is

Metrics

monthly website visits

average time on the site

bounce rate

B2C conversion

B2C
conversion

B2C
conversion

B2C
conversion

goal

measure how well the website converts individual visitors into app users

Metrics

click-through rate for download buttons

conversion rate from clicks to app downloads

B2B lead generation

B2B lead
generation

goal

measure the effectiveness of B2B-focused content in generating qualified leads

Metrics

the number of companies reaching out via the website

Key Takeaways

Designing for
Strategy and Marketing

Strategic collaboration and research play a key role in aligning goals and creating user-specific content.

Strategic collaboration and research play a key role in aligning goals and creating user-specific content.

Marketing design's ultimate goal is to drive conversions, so every element must have a clear and strategic purpose.

Marketing design's ultimate goal is to drive conversions, so every element must have a clear and strategic purpose.

Analytics are crucial for understanding a website's performance and identifying areas for improvement.

Analytics are crucial for understanding a website's performance and identifying areas for improvement.

Caroline Jaworsky

LET's connect

I find great joy in working with others and testing my skills in new environments. Whether you would like to collaborate on a project or simply want to chat, feel free to reach out to me.

Reach me here