01 / Problem
The product challenge
AI automation can feel abstract and risky to a buyer who mainly wants fewer missed jobs and a reliable process for handling leads.
SaaS / Conversion / Service design
CallForge
A SaaS marketing experience that explains AI phone, chat, lead-response, and CRM automation services for local businesses.
- Focus
- SaaS conversion, packaging, process clarity
- Contribution
- Web design and development
- Status
- Live product
The experience at a glance
Explain a technical service in business terms.
The page translates AI automation into outcomes a local-business owner recognizes: answered calls, booked work, quick lead response, and less manual administration.
Visit the live site ↗This case study describes the live experience and the design decisions visible in the current product. It does not claim formal usability research or measured business outcomes.
02 / Design intent
The experience goal
Lead with the cost of missed calls, present four understandable service modules, and show a short implementation process before asking for a demo.
03 / Key decisions
How the interface supports the goal
- Outcome-led language keeps attention on the customer problem.
- Service cards package scope and starting prices consistently.
- A four-step process makes onboarding feel bounded and concrete.
- Pricing, FAQ, contact, and login paths support different visitor needs.
04 / Interaction & usability
Helping users move through the product
The information sequence moves from problem to solution, proof, process, and action. Repeated demo links keep conversion available without interrupting the explanation.
05 / Tools & skills
What this work demonstrates
SaaS marketing UX, content hierarchy, service packaging, conversion design, responsive layout, client-login affordances, and production implementation.
06 / What I’d improve next
Next iteration
- Add case-study evidence tied to specific business types.
- Clarify what happens after submitting a demo request.
- Compare plans by use case as well as features.
- Test pricing comprehension with non-technical business owners.
Thinking beyond the current release
The public funnel can connect to onboarding, configuration, reporting, and account-management screens to create one continuous customer journey.
Open the live product ↗