Smartpricing

Smartpricing is a revenue management platform for hospitality businesses. Among the company’s lead-generation tools was a free Excel file for calculating hotel costs: a concrete, ready-to-use resource that, however, generated few qualified leads. The problem was not the product — it was the page promoting it, which failed to communicate the value of the resource and build trust with users.

The project involved a complete redesign of the opt-in page, from strategy to UI, applying a Design Thinking approach structured in four phases.

The analysis phase identified three main barriers to conversion: doubts about the quality of the resource, limited visibility on the author, and fear of receiving unwanted communications in exchange for personal data. From this diagnosis came the page structure, built around three precise goals: show the content before the user decides to download it, give credibility to Smartpricing as an authoritative source, and reduce the perceived risk of filling out the form.

Visually, I developed a palette that brings the brand’s indigo into dialogue with Excel green, creating an immediate association between the promoted resource and a tool already familiar to users. The infographics summarize the file’s features in a clear and convincing way, completing the page’s communication system.