CONTEXT
Amotions Inc to Amotions AI
Amotions is an AI platform focused on improving interpersonal and communication skills through real-time coaching. The initial website was built early in the company’s lifecycle and struggled to clearly communicate the product’s value, target audience, and next steps for interested users.
I redesigned the website to shift it from a vague “AI startup” presence into a clear, conversion-focused product narrative, optimized for sign-ups and early traction.
Before - amotionsinc.com
Redesign - amotions.ai
PROBLEM
The Trust Gap - 85% Bounce Rate
The original site had an 85% bounce rate. Data from Google Analytics suggested that users were landing on the page but leaving immediately because:
Unclear value proposition: Users could not quickly understand what Amotions actually did, who it was for, or why it mattered.
Buried Messaging: The "How it works" was hidden behind jargon.
Visual Mismatch: The UI looked like a developer tool, but the target audience was Sales Leadership.
CONSTRAINTS
This was Not a Blue-sky Redesign
Only two pages were in scope:
Landing page
Secondary explainer page
The product was not production-ready, so demos and feature depth were intentionally limited
No paid acquisition yet, traffic was organic and founder-led
The site needed to work as:
A credibility layer for conversations
A sign-up capture surface for early interest
Given these constraints, the goal was clarity and intent, not completeness!
STRATEGY
Explain everything v/s Capture Sign-ups
Instead of trying to “explain everything,” I optimized the site around one primary outcome, "capture high-intent sign-ups from users who understand the problem Amotions is solving."
That led to three key decisions:
Improve the Narrative
REDESIGN
Emotionally Intelligent Real-Time AI
for Sales and Beyond
BEFORE
Elevate Your Success with the
Amotions AI Platform
Reduce AI jargon and abstract claims
Make the use case immediately legible within the first screen
Design for Scanning, not reading
Strong visual hierarchy
Short, decisive copy blocks
Show, not tell
Stay
Updated
Sign-up to get product updates and special offers.
Treat Sign-up as Sucess
Since the product wasn’t ready, sign-ups mattered more than time-on-site or feature exploration. Every design decision was evaluated against that lens.
TRADEOFFS
Deliberate Sacrifices
Depth vs clarity
Many features and future ideas were intentionally omitted to avoid confusing early users.
Engagement metrics vs intent
A longer session time was not the goal. If users understood the value quickly and signed up, the design succeeded.
IMPACT
Post Launch - 30 day Snapshot
After migrating from .inc to .ai and launching the new design, the metrics told a clear story of improved resonance:
Conversion Rate: 4x increase in sign-ups/demo requests.
Bounce Rate: Dropped from 85% to 61.7%, proving the new messaging was actually keeping people on the page.
Engagement: Achieved 684 pageviews from 438 unique visitors, with an average session of 33s.
What I’d Do Next
If the product were closer to launch, the next steps would be:
Introduce a lightweight interactive demo or walkthrough
Segment messaging by persona (sales, managers, individuals)
Add behavioral tracking tied to sign-up quality, not raw volume
But at this stage, shipping a clear, honest, and focused website was the correct move.
