Understanding the Product

Ambitious employees need a way to get tangible, verifiable recognition for their collaborative work, because traditional performance reviews often fail to capture these crucial, "invisible" contributions, hindering their career growth.
Simultaneously, HR leaders (like Priya) need a modern tool to foster a positive culture and gather real-time data on team dynamics, because outdated feedback models lead to employee disengagement and talent loss.

What ShoutOutCoin offers

• Anonymous shoutouts

• Coins & rewards

• Lifetime achievement profiles

• Trend analysis for HR

Two user types

• Employees → want recognition, growth, and rewards

• HR teams → want engagement, culture insights, and retention

Market Review

To understand how similar B2B and employee-recognition platforms communicate their value, I reviewed several SaaS landing pages in this space. I looked at how they handled clarity, trust, feature explanation, and conversion.

Patterns I noticed:

• Most successful B2B tools clearly separate employer value and employee value

• They use visual product previews to reduce ambiguity

• They highlight social proof early (logos, testimonials)

• They keep CTAs visible at all times

  
  

User Personas

Branding & Visual Design

The existing ShoutOutCoin website relied heavily on a single shade of green, resulting in a flat and tiring visual experience. The brand also lacked a distinctive identity — the logo, typography, and layout didn’t communicate trust, clarity, or modernity, which is critical for a workplace product.

My goal was to evolve the brand into something that feels:

• Professional yet warm

• Trustworthy yet energetic

• Rewarding, not corporate

Instead of using green everywhere, I:

• Kept green as the reward and action color (coins, CTAs, success states)

• Introduced a deep navy for text and structure to improve readability and trust

• Used soft neutrals and light blues to create breathing room and visual flow

I refined the logo to:

• Use a bold, simplified mark

• Combine the idea of approval (thumbs-up) with growth (upward arrow)

• Work across app icons, website header, and UI surfaces

Strategy

structured the landing page as a story: Value → Understanding → Trust → Action

Clarify the Value Proposition

The hero section had to immediately answer:

• What is this?

• Who is it for?

• Why should I care?

So I:

• Simplified the headline

• Added contextual visuals and iconography

• Introduced strong CTAs

Split the Experience for HR & Employees

Since ShoutOutCoin serves two different users, I created:

• A “For Employees” flow

• A “For Business” flow

This allowed each audience to see themselves reflected on the page.

Turn Features into Benefits

Instead of listing features:

• Lifetime Dashboard

• Anonymous Shoutouts

• Coins

I reframed them as:

• Career growth

• Safe recognition

• Real rewards

Build Trust Before Asking for Action

I added:

• Social proof

• Testimonials

• Familiar UI patterns

So users feel safe before clicking “Book a Demo” or “Download”.