PeopleAmp
Workforce Engagement Platform — Web Design & Development
Role
Product Designer & Web Developer
Timeline
2024
Platforms
Web
Status
Live — peopleamp.io
Overview
PeopleAmp is an HR tech platform focused on workforce engagement and people management. The brief was to create a digital presence that could hold its own with enterprise buyers, communicate the platform's value clearly, and convert visitors into product sign-ups without relying on aggressive marketing tactics.
The Problem
HR tech is a crowded space where most marketing sites look and sound identical — vague claims, stock photos, and feature lists that mean nothing without context. PeopleAmp needed to stand out by being clear and direct: what is it, who is it for, and why does it matter?
Constraints
These constraints shaped every design decision:
Dual audience: enterprise HR managers and SME team leads needed to see value, despite very different contexts and buying cycles.
No product screenshots available at launch — the site had to communicate value through copy and concept visuals.
Fast delivery. The site needed to be live quickly to support early sales conversations.
The brand was early-stage — visual identity decisions made here would set the tone for all future product design.
My Role
I led the full design and development scope: information architecture, visual design, copy direction, and WordPress development. I also contributed to brand positioning decisions that shaped the visual language.
Approach
I structured the homepage around a single question a potential buyer asks when they land: 'Is this for me?' — and answered it within the first two screen heights. Features came second; the problem the product solves came first. The design language was clean and confident — not trying to out-polish enterprise SaaS giants, but standing out through clarity and directness.
Key Decisions
Decision 1
Problem-Led Homepage Architecture
Most SaaS sites lead with features. PeopleAmp's homepage leads with the problem — the friction of managing people without the right tools. Features appear only after the visitor has recognised themselves in the problem statement. This sequencing reduces bounce and increases qualified engagement.
Decision 2
Restrained Visual Language Over Trend-Chasing
HR tech tends toward either sterile corporate design or over-produced 3D illustration. I chose a clean, typographically strong direction — making the product feel considered and serious without feeling cold.
Decision 3
One Clear CTA Per Section
Every section of the site has one action associated with it, not three. Decision fatigue is a conversion killer. Visitors who want to proceed can always find where to go next — without being overwhelmed by competing buttons.
Outcome
Live website at peopleamp.io supporting early sales and product launch
Clear value proposition visible within the first viewport
Consistent visual language established for future product design
Mobile-optimised experience across all breakpoints