Marketing Plaemor: Inspiring Play and Converting Visitors

Scope of Work: Web Design, Visual Design, Content Strategy

Read Time: 3 mins

Project Overview

  • Responsive Marketing Website for Plaemor App

  • Role: UX/UI Designer - Wireframes, Prototyping, Visual Design, Content Structuring

  • Timeline: 1 week

Plaemor is a mobile app designed to reignite fun and foster meaningful connections for adults. The goal of this project was to clearly communicate the app’s value proposition and attract the target audience through engaging visuals, storytelling, and effective design.

Marketing Plan

Project goals

  • Challenge perceptions and spark curiosity about the importance of play in adult life

  • Attract users to engage with Plaemor as a platform for exploring meaningful connections

Design strategy

  • Use engaging visuals and storytelling to connect emotionally with visitors 

  • Showcase the app’s purpose and key features, emphasizing how it fosters fun and meaningful connections

  • Guide users to download the app with consistent and clear CTAs

Success metrics

  • Achieve a bounce rate below 40% to ensure visitor engagement

  • Drive 50% of website visitors to the app’s download page

  • Increase app downloads by 20% in the first three months of the website launch

Concept Development

Building a foundation with research and playful inspiration

The process began with research into responsive web design best practices. I curated a UI Inspiration Board to identify clean, modern layouts and user-friendly structures that align with Plaemor’s playful yet mature tone.

Next, I expanded the original Plaemor moodboard to solidify the overall design direction.

Structuring Ideas into Layouts

Refining sketches to establish structure and visual hierarchy

Initial ideas were translated into exploratory sketches to brainstorm layout possibilities for both desktop and mobile versions. These concepts were refined into solution sketches, focusing on usability, clarity, and visual appeal.

I then developed mid-fidelity wireframes, prioritizing structure and content hierarchy before introducing color and interactive elements. These designs served as the blueprint for the high-fidelity iterations.

Refining the Design

Enhancing usability through feedback and iterations

Using a polished type scale and consistent UI components, I developed 2 high-fidelity prototypes for desktop. This step ensured that the website:

  • Seamlessly communicated Plaemor’s mission and features

  • Maintained clarity and usability across devices

  • Balanced playful visuals with intuitive navigation

After completing these designs, I gathered peer feedback to refine the final prototypes. Feedback highlighted the need to:

  • Revisit small elements and enlarge them for better visibility

  • Increase the size of type and graphic elements in key sections

  • Add icons to features to improve clarity and visual interest

Final Designs That Speak to Play

Encapsulating Plaemor’s spirit through vibrant storytelling

The final marketing website successfully captured Plaemor’s playful essence, reflected in the thoughtful integration of storytelling, engaging visuals, and clear CTAs. The design aligns with the marketing goals by creating a strong foundation to drive engagement, guide users to the app’s download page, and ultimately support Plaemor’s mission to inspire play and meaningful connections.

Reflecting on the Design Process

Making intentional choices for scalable outcomes

This project reinforced the value of iteration, attention to detail, and clear communication in achieving an engaging user experience. I learned that small, thoughtful changes — like refining type, adding visual cues, and enhancing structure — can have a significant impact on both clarity and usability.

While I understand the importance of mobile-first web design — prioritizing smaller screens to ensure usability across all devices — I chose to start with the desktop version. Given time constraints and the existing mobile focus of the Plaemor app, exploring the largest format first allowed me to fully establish the structure and content. This decision provided a strong foundation for scaling down to mobile later while maintaining a consistent and impactful design experience.