How a new design boosted click-through rate by 10% for Apellix
Duration
July 2025
Role
Product Designer
Process
Literature Review
Stakeholder Interview
Prototyping
Proposal
Presentation
Background & Objective
Apellix specializes in power washing drones and is the only U.S. company with a fully American-made autopilot system. To promote their new drone, Apellix’s CEO hired me as a product designer to redesign their promotional ad.
The Problem
Apellix's new product launch was struggling to gain traction because the existing pop-up ad was ineffective. A redesign was needed to increase user engagement and drive traffic to the product page.
Solution
Implementing a visual hierarchy with bold, large-font headline to establish a focal point and convey value.
Using Apellix’s brand identity by incorporating a high-visibility yellow button to increase clickability and reinforce brand recognition.
Emphasized the “Made in the U.S.” feature to appeal to a key customer value.
Research Process
During the initial meeting, the CEO mentioned they had the only U.S. made autopilot drone. I wanted to understand what this meant to their users. To ensure I created an enticing pop-up ad for users, I dove into research to find insights.
Secondary Research: Literature Review
The advantage of domestic manufacturing in a global market.
The majority of drone manufacturing, including core autopilot systems, is handled by international producers. Apellix has seized a significant market opportunity by becoming the first U.S. company to design and produce a completely domestic autopilot system.
Primary Research: Stakeholder Interview
A stakeholder interview to understand their prioritization of the U.S.-made autopilot system allowed me to learn that this is what their customers value.
I interviewed the CEO of Apellix and other workers to learn their reasons for developing this product and uncover other company goals
Design Process
With synthesizing research and defining proposals, I began exploring how this feature could be designed.
Low to High Fidelity Wireframes
Collaborating closely with stakeholders for design iteration.
During the design phase, I included the stakeholders in a collaborative feedback loop to refine designs. I came to each meeting by presenting four to six design options, giving them an active role in shaping the final product.
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Including stakeholders during the design phase ensured their vision was directly integrated, which led to strong buy-in and a more effective outcome
High-quality image showcasing the drone's USA-made craftsmanship.
Prominent Apellix logo to build brand trust and attract customers who value American-made quality.
Phase 2: Enhancing Visual Impact
Increased title text size by 60% for a stronger visual hierarchy.
Added a brand-colored stroke to make the ad stand out.
Included "Made in the USA" text at the bottom.
Phase 3: Amplifying the American Theme
Placed an American flag behind the new US1 drone image.
Incorporated the newly provided, updated image of the assembled US1 drone.
Phase 4: Creating a Sense of Motion
Introduced a subtle wavy flag background pattern for a dynamic feel.
Dimmed the background flag to ensure the drone image is the focal point.
Final Design
Highlighting “Made in USA” by utilizing the picture’s subtle messaging while translating it strongly.
Removed the American flag background after new product images were provided.
Zoomed in on the product image to focus on the "Made in USA" label on the drone itself, making it a more central element in the visual.
Iterations
Troubleshoot for an unexpected issue.
With Apellix lacking a design or engineering team, our initial plan to simply copy and paste the final design into their web platform failed due to Squarespace's limitations. This became a huge learning point for me. I then stepped in to translate the design's aesthetics, recreating them as closely as possible within the platform's constraints.
Learnings
Impact of Sublety.
The design solution of emphasizing “Made in USA” was a nuanced approach. I learned that subtle details, like zooming in on the drone to highlight its "Made in the USA" label, can make a powerful statement. This approach aligned with their brand values and resonated with their target audience, who value quality and innovation.
Patience in Iteration.
While creating multiple design options after each round of feedback was time-intensive, it ultimately provided stakeholders with a variety of directions to explore. This process sparked creativity, deepened collaboration, and led to a design that aligned with their vision.