F&B · CRO 01
woodfire.com/reserve
Tonight · 24 Apr
Tonight at Woodfire
5:30
6:00
6:301 left
7:00
Reserve now
Real scarcity beats fake countdowns
Show only what's actually left tonight. Diners book the slot before it disappears.
00Website portfolio
Five brands. A quilt of conversion patterns.
Each page below is an original concept redesign in the brand’s visual direction — not a copy of their live site. Every concept reframes the landing page around a single buyer decision and adds an interactive element that lifts conversion. Paraphrased messaging throughout; hand-drawn graphics throughout.
Concept redesigns · original work · not the live brand sites
01Conversion patterns by industry
The micro-interactions that actually move the needle.
Six tiny patterns I steal across categories. Each one solves a single buyer-decision moment — scarcity, ROI, configuration, social proof, segmentation, or routing — and runs as a live mockup below.
SaaS · CRO 02
saas.app/pricing
Live MRR
$24,182
+ Trial
+12% MoM14 paying today
Social proof, in real time
A live MRR ticker turns the pricing page into a heartbeat. Trust climbs while the user reads.
B2B · CRO 03
agtech.b2b/calculator
Annual yield · 92 acres
188%
ROI · year 1
9mo
Payback
Self-serve ROI, before sales
An ROI slider answers the only question a procurement team has — payback period.
DTC · CRO 04
capsule.dtc/build
Build your capsule · 3 of 5
Quiet luxury, layered.
16 left
Configure, don't browse
A 3-slot capsule builder turns SKU fatigue into a guided sequence — and a sized cart.
HealthTech · CRO 05
circle.health/dna
Sleep, stress, micronutrients — the daily levers.
500+ markersSee your report →
One product, four buyers
Outcome chips let each segment see themselves first. The hero teaches before it sells.
Aesthetic · CRO 06
clinic.co/concerns
Acne scarring
Recommended
MD Codes Lift
From RM 1,800 · 45 min
Decision tree, not menu
Concern → treatment routing replaces a 32-item service list with a 3-tap path.
02Concept redesigns
Five brands I’ve worked with — reframed.
- AgTech · B2BConcept ↗
Agroz
Indoor farms, industrialised.
Turn the AgTech vertical-farm pitch into a buyer-decision engine — with a scored yield calculator and a PCMA commercial track that a procurement team can actually navigate.
CRO win+1 conversion path for PCMA buyers + interactive yield calculator - DTC ApparelConcept ↗
OxWhite
Quiet-luxury basics, at a public price.
A capsule-wardrobe concept that replaces SKU fatigue with a three-step builder — and a sticky size-guide CTA that stays with the shopper through the funnel.
CRO winGuided capsule-wardrobe builder + sticky size-guide CTA - Hospitality · F&BConcept ↗
Woodfire Gourmet
Smoke, salt, ritual.
A warm, tactile redesign that lets diners pick a mood before a menu — with a sticky reservation CTA subtly animated by an ember-glow.
CRO winLive-flame reservation CTA + menu-by-mood navigation - Consumer GeneticsConcept ↗
Circle DNA
Preventive health, from a single test.
A subtle 3D DNA helix in the hero that changes as the user scrolls between outcomes — wellness, fitness, medicine, ancestry — so the buyer sees themselves before they read a feature list.
CRO winInteractive helix + outcome-first hero switcher - Aesthetic Clinics · SEAConcept ↗
ClearSK Group
Clinical aesthetics, reframed.
A clinical-but-warm redesign with a before/after slider that doubles as the primary CTA — guiding visitors from concern to treatment to consultation booking.
CRO winClinical before/after slider + guided concern → treatment route