Mobile app landing page · Local commerce
Turning ad clicks into app installs for a local deals platform
Kiiwi is a real-time local deals app for Long Beach. I designed the paid-traffic landing page that turns a cold ad click into an install — answering the five objections that kill app downloads before the visitor ever reaches the store button.
UX/UI Design
Conversion Strategy
Design System
August
2026
ROLE
Marketing Designer — end-to-end
DELIVERABLES
Landing page design, responsive system
TOOLS
Figma · Framer
TIMELINE
1 week
THE BRIEF
A local deals app in a category people have stopped trusting
Kiiwi surfaces live deals from restaurants, cafés, workout and recovery studios, salons, and pet services — all within blocks of wherever the user is standing. Claim in the app, show up, redeem with a four-digit PIN at the counter. The business goal was app installs from paid social traffic. The obstacle was the category itself: most people have already downloaded a deals app, found expired offers and dead listings, and deleted it. The landing page had to earn an install from someone who has been burned before.
THE PROBLEM
WHO WE'RE DESIGNING FOR
Five objections, in the order they surface
Long Beach residents aged 22 to 45 who already spend on coffee, food, workouts, and personal care. Price-aware but not coupon-clipping. They discover through Instagram and TikTok, they will not fill out a form, and they will install an app only if the payoff is immediate and local.
THE OBJECTION
"Is this free, or is there a subscription?"
"Are there actually deals near me?"
"How does redeeming work — will it be awkward in store?"
"Are these deals real, or expired junk like the other apps?"
"What if I claim it and can't go?"
ANSWERED BY
Hero microcopy: Free to download. Start saving today.
Category row, nearby map card, Long Beach named throughout
Three-step section, ending on the PIN screen
Live-deal cards and explicit contrast with expired-deal apps
Flexible cancellation up to 24 hours before
STRATEGY
Three decisions the whole page hangs on
Proximity before product
The headline names the city, not the app. Traffic from a geo-targeted ad lands and sees its own neighborhood in the largest text on screen. Message match is the cheapest conversion lift available, and most pages skip it.
Users fear redemption
Deals apps fail at the counter, not in the app. So the middle third of the page is entirely mechanics, ending on the PIN screen — showing the most feared moment as an ordinary interface.
Identity, not just discount
The local-economy section converts a transactional reason into an identity reason. Discount-seekers churn. People who see themselves as supporting local don't.
DESIGN WALKTHROUGH
Six decisions, and what each one was for
DESIGN SYSTEM
Built for four ad variants, not one page
One landing page was the deliverable. Four were the plan — one per ad angle, swapping headline, hero imagery, and category order. That only works if the page is assembled from tokens and components rather than drawn.
Forest 900
#08301F
Forest 700
#0B3B2A
Lime 400
#C6F24E
Lime Ink 700
#4A6B14
Cream 100
#F5F3EA
White
#FFFFFF
Ink 900
#101410
Ink 500
#5A625A
Line 200
#E4E6E0
The accent is a signal, not a decoration — it marks the value word in a headline and the primary action, and nothing else. That single constraint is why a high-energy palette still reads calm.
ACCESSIBILITY
The audit most landing pages skip
Audited against WCAG 2.1 AA. Three issues were serious enough to change the system rather than patch the page.
The accessible accent went into the palette as a token, not a one-off fix.
The bright accent stays for fills and for text on dark surfaces. A darkened variant handles text on white and cream. One token, and the contrast failure can't reappear in the next variant.
COPY
The words are part of the conversion
What the page was still missing
Store rating and review count beside the badges — the highest-leverage above-fold element on any install page
Merchant count: proximity is the core promise, and a number makes it credible
Device-aware store badge — one button on mobile, not a decision
What I'd change
The accent-on-white headline treatment. It's the strongest brand moment on the page and was the least accessible thing on it. I'd build the accessible variant into the palette on day one rather than retrofitting it.
What I'd test next
Whether social proof above the fold beats the current clean hero. The page currently asks for an install on assertion alone.
That's the whole problem I work on. If you're spending on traffic and the page isn't converting, I'll tell you what I'd change before you hire me.
hellokibriya@gmail.com
