Qooper - Website Re-Design

Deliverables: Information Architecture Redesign, Custom Hubspot Marketing Components, Use-Case Landing Pages, Custom Product UI Illustrative Assets

Key Impact: ~60% Increase in Lead Generation, 40% Boost in Dwell Time, Optimized Marketing Ad-Spend Efficiency

1. Context & Business Problem

Qooper is a leading B2B mentoring and talent development platform targeting HR Leaders, Enterprise Corporations, Universities, and Associations.

Despite having powerful features like Automated Mentor Matching and Enterprise Integrations, the existing website suffered from a weak, monolithic structure. It only displayed basic marketing screens and duplicated content across generic target categories (Companies, Universities, Associations).

Business & Conversion Bottlenecks

• Poor Information Architecture: Critical platform superpowers, such as automated matching logic, tracking, and seamless HRIS integrations were buried at the bottom of pages as simple icons.
  
  

• Low Conversion & Inefficient Marketing Spend: SEO and Paid Acquisition campaigns directed traffic to broad, generic pages. Prospects arrived with specific pain points (e.g., Onboarding or DEI/ERG Programs) but couldn't find targeted answers, causing massive drop-offs and wasted ad spend.
  
  

• Outdated Brand Perception: Static, raw product screenshots failed to communicate Qooper’s enterprise-grade value proposition.

See the old one on the left and the new one on the right.

2. Strategic Solution: Transition to a "Use-Case Driven" Architecture

Working alongside Business, Marketing, and Sales stakeholders, I completely overhauled the information architecture, shifting from broad industry categories to a Solution & Use-Case First Framework.

[Legacy IA] ➔ Generic Pages (Companies / Universities) ➔ Low Relevance ➔ High Bounce

[Redesigned IA] ➔ Targeted Use Cases (Org-Wide / New Hire / ERGs / Leadership…) ➔ Tailored Messaging ➔ High Conversion

Key Design & UX Decisions

1. Hyper-Targeted "Use-Case" Landing Pages:

   Re-structured the site around distinct, high-intent organizational goals:

   • Org-Wide & Career Mentoring

   • New Hire Onboarding & Training

   • High Potentials & Leadership Development

   • ERGs & Inclusive Communities

   • Student Peer & Alumni Mentoring
     
     

2. Value-First Page Layouts: Each Use-Case page was structured to elevate the most critical features, ROI metrics, and social proof relevant to that specific persona at the very top of the page.
   
   

3. From Product Screenshots to "Marketing Visuals":

   Completely redesigned every product visual. Raw software screens were transformed into polished, illustrative marketing assets highlighting core features (e.g., matching workflows, tracking dashboards) with clear visual hierarchy.
   
   

4. Strategic CRO & High-Intent CTAs:

   Designed a 100% responsive, modern UI with strategically placed Lead Generation CTAs (Interactive Demos, Book a Consultation) stickied across natural scrolling break-points.