Overview
Halcyon’s scheduling software was loved by its users and invisible to everyone else. The marketing site promised one product while the app delivered another — different words, different visuals, different logic. Trials stalled at the exact moment the site’s story ended.
We redesigned site and product as one continuous narrative, so the promise a visitor reads on Monday is the interface they recognise on Tuesday.
Approach
We mapped the full journey from first ad click to thirtieth login, and found the drop lived in the handoff. The fix was a shared language: the same components, the same empty states, the same voice.
- One component library serving the marketing site and the app shell.
- Interactive product tour embedded in the homepage hero.
- Onboarding rewritten around three jobs-to-be-done, not features.
- Motion system: 200ms everywhere, with reduced-motion respected.
- Pricing and comparison pages rebuilt for skimming, not studying.
+52%trial-to-paid conversion in the two quarters after launch
1shared component library for site and product
9weeks from kickoff to the new homepage in production
