Sole UX/UI designer on a Kickstarter startup selling a first-of-its-kind saxophone practice seat for €250+. The brief was not "design a beautiful page" but "turn a curious sax player into a paying customer on a single page," with every decision defended in front of management and shareholders before the build.

Primarily men 45+ with a saxophone interest (from Facebook ad data), plus women 40+ buying as a gift. Both groups had never seen a product like this, and pre-orders meant committing money before the seat existed.

A €250+ pre-order from a brand nobody had heard of, no reviews, months from delivery, in a category with no direct competitors - the page had to teach and sell at the same time.

Research, IA, copy direction, visual design, prototyping. Persona work from Facebook ad data, competitive analysis from adjacent niches (no direct competitors), heuristic evaluations before each stakeholder review, high-fidelity Figma comps with responsive breakpoints. Soft-launched February 2021 with HotJar, iterated on recordings before scaling spend.

HotJar recordings surfaced the key drop-off: visitors adding to cart only to see the shipping cost, then bailing. Shipping cost surfaced earlier, drop-off addressed before any meaningful budget got committed. The page anchored SaxSeat's direct-to-consumer launch beyond Kickstarter.