One site, two audiences.
Next Step is an influencer marketing agency that connects Romanian brands with vetted content creators. The site had to speak to two audiences at once — brands looking to run campaigns, and creators looking for paid work — without splitting into two disconnected websites.
I owned the information architecture, visual identity, responsive layout, component design and motion — and built it prompt-by-prompt with Claude as a build partner: I directed the UX decisions and reviewed each implementation live in the browser.
One page, two different visitors.
Split intent. A brand wants ROI and process confidence. A creator wants opportunity and trust. Same page, opposite mindset.
Scan, don’t read. Visitors decide in seconds whether the agency is legitimate — hierarchy and clarity had to do the convincing.
One clear next step. Every section should point toward a single, low-friction action: start the conversation.
Business goals meet user goals.
Drive qualified conversions, communicate the agency’s value, and speak to both audiences from one flexible experience.
Find relevant information quickly, reach the right contact point with minimal friction, and always understand what to do next.
From brief to a working, animated site.
Discover → Identity → Structure → Build → Iterate — every stage handled conversationally. I described intent and gave feedback in plain language; Claude proposed and implemented the UI, which I then reviewed live in the browser.
I defined and directed: analysed the brief, organised the content, identified the two audiences, set the conversion goal, mapped the IA and wireframes, then translated each UX decision into clear instructions and reviewed every implementation against the original goals.
One agency, two focused experiences.
The agency serves two audiences with different goals the moment they arrive. I separated the experience into two audience paths — Brands and Creators — to reduce cognitive load, improve content relevance, and create a clearer path to conversion, so the site can speak differently to each.
A confident, high-impact identity.
A heavy condensed display logo carries the “Next Step” wordmark, with Public Sans for everything else and a tight palette — deep red, warm cream, and a soft blue accent — that stays legible over full-bleed photography.
Same layout, two personalities.
A persistent For brands / For creators toggle in the header flips the page’s content and voice while keeping one structure. Both hero photos share the same aerial, high-contrast street style with a directional dark-red gradient — so the two modes feel related, not mismatched, and the headline and CTA hold contrast on any photo.
A CTA that’s always one tap away.
A slim sticky bar tracks the bottom of the screen through the whole page, so the ask is never more than a tap away. Opening it reveals a single form whose labels relabel themselves to the active audience.
A consistent experience across devices.
The layout adapts to how people actually consume content — the full-bleed hero and persistent toggle hold up from desktop down to a single-column mobile view, with the CTA collapsing to just the button.
Three versions, each asking less of the visitor.
Wireframe v1 — parallel tracks
Brands and creators sat as parallel tracks on a single, un-segmented page; every section duplicated itself side by side.
A visitor had to scan past content meant for someone else to find their own path, and every section was twice as long as it needed to be.
Duplicating content doesn’t scale — it punishes the reader for the sake of covering both audiences “just in case.”
Wireframe v2 — segmentation arrives
The toggle moved into the header as a persistent control, and every section adapts to the chosen segment.
The page asks the visitor to choose once, at the top, instead of self-selecting their way through every section.
High-fidelity — refined, real, fast to convert
Kept v2’s structural bet — one persistent toggle, content adapting beneath it — and pushed everything else further.
The sticky CTA bar became the page’s single conversion mechanism: fixed on every section, collapsing to just the button on mobile.
Every version got the page to ask less of the visitor and reach a real conversation faster — v1 asked them to read twice as much, v2 asked them to choose once, and the final build made that choice fast, legible, and never more than a tap from acting on it.
What I took away.
- Start with the objective.Design decisions should support the business goal, not exist only for aesthetics.
- Design around user intent.Different audiences may need different content, language and journeys.
- Reduce friction.Make the next action obvious and accessible throughout the experience.
- Design for scanning.Clear hierarchy and concise content help users understand and decide quickly.
All 16 slides.
The curated story above pulls the highlights. Here’s the complete presentation — tap any slide to view it full-size.