Knapsack: Clarifying Value to Drive Conversion
+22%
Qualified leads
Among completed demo bookings
+38%
Completed demo bookings
Among visitors who clicked the demo CTA
+25%
CTA click-through rate
Among visitors to the ROI page
Knapsack is a design-system platform that helps product teams create, manage and scale consistent digital experiences. As the Product Designer, I led a conversion-focused redesign of its ROI page, which was receiving traffic but was not effectively converting visitors into product interest or sales conversations.
The main challenge was communicating the operational and financial value of a design system to visitors. The existing page had an unclear value proposition, weak call-to-action visibility and limited product proof, making it difficult for potential customers to understand why Knapsack was relevant to their organisation.
I clarified the value proposition, strengthened the content and CTA hierarchy and introduced more credible product evidence through customer examples, an ROI calculator and an interactive demonstration. The redesign recorded a 38% increase in completed demo bookings, contributing to a 22% increase in qualified leads.
Product Demo
This section lets visitors experience Knapsack through a guided interactive tour, helping them understand how the product works before committing to a sales conversation.
ROI & Product Proof
These sections build confidence in Knapsack by helping visitors quantify potential ROI and see the operational benefits of adopting a design system.
4
Key Design Decisions
Connected the product to business outcomes
I reframed product features around consistency, faster delivery and reduced duplication so both practitioners and decision-makers could understand the value.
Made the value more tangible
I introduced customer evidence, an ROI calculator and an interactive demo to make the product’s value more tangible.
Created a clearer conversion journey
I improved the CTA hierarchy and placed relevant actions after key proof points, allowing visitors to explore the product or book a demo when ready.
3
Project Constraints
The redesign needed to remain consistent with Knapsack’s existing brand and product positioning while supporting visitors with different levels of design-system knowledge. I had to balance educational content, credible product evidence and conversion goals without making the page feel overly technical or overwhelming.
1
The Challenge
Knapsack’s ROI page attracted visitors but did not clearly explain how the platform could improve product delivery or justify investment in a design system. The value proposition was difficult to understand, calls to action lacked visibility and limited product evidence gave visitors little reason to continue towards a sales conversation.
2
My Role
I led the conversion-focused redesign of the ROI page, reviewing the existing content and journey to identify where the value proposition and conversion path were unclear. I restructured the information hierarchy, clarified the messaging and designed new ways for visitors to understand, evaluate and experience the product before booking a demonstration.
6
What I Learned
This project reinforced that improving B2B conversion is not simply about making calls to action more prominent.
Buyers need to recognise their problem, understand the business value and see credible evidence before they are ready to engage.
Designing the page around that decision-making journey strengthened how I connect product storytelling with measurable business goals.
5
Outcome & Impact
The redesigned page created a clearer journey from understanding Knapsack’s business value to exploring the product and booking a demonstration.
Following launch, CTA click-through increased by 25% among ROI-page visitors. Completed demo bookings increased by 38% among visitors who clicked the CTA, while the proportion of bookings that became qualified leads increased by 22%.