Oracle Blockchain revamp
Improve capability visibility to drive fast, confident decisions
Impact
These changes reduce cognitive load and let buyers validate fit within the first screen, which typically correlates with stronger downstream conversion.
Better information architecture + outcome-focused copy = faster buyer decisions and brand resonance
+40%
Engagement with customer stories and use-case cards grew 40% thanks to industry-grouped navigation and inline links.
+35%
Buyers found proof (customer quotes, case studies) 35% faster by surfacing it above the fold instead of burying it mid-page.
+35%
Primary CTA clicks rose 25% after rewriting the hero and headers to lead with outcomes instead of features.
Context & Problem
Oracle Blockchain's landing page led with dense, feature-first copy that buried customer proof mid-scroll. Enterprise buyers couldn't quickly validate whether the platform fit their needs, which slowed decision-making and reduced confidence at the moment they were considering a demo request. My goal was to shift from component-led messaging to outcome-led messaging, surface proof above the fold, and reorganize use cases by industry so buyers could find relevant evidence without hunting.
POV
I approached the problem as a PMM and UX Writer focused on outcome clarity and time‑to‑proof. If buyers can see value, evidence, and a next step together, intent rises and friction drops.
In order to learn more about users, I worked with my PM and the engineering team to test the site across different teams at the company and with a small batch of customers that already used our product. This helped us inform our information architecture and groupings for the new site.
Timeline
3-4 months from discovery to final delivery, working closely with PM and other product teams
Tools Used
Figma, FigJam, Google Docs, lightweight analytics planning.
Solution
Outcome-led hero with proof above the fold
Created a compact hero with a benefit-led headline, logo strip, one customer quote, and a "Read story" link—all above the fold, working together to answer "why trust this?" before the scroll. One clear CTA with no distractions.
Use cases organized by industry with inline story links
Regrouped use cases by vertical (finance, supply chain, healthcare, etc.) and embedded inline story links so experienced visitors could jump straight to relevant proof without hunting through generic content.
Modular card design with tabs for faster scanning
Partnered with design to create modular cards and tabbed sections that made scanning easier and clicking less risky. Copy, IA, and layout all reinforced the same goal: shrink the distance between interest and validation.
Major Changes
This category details the major changes made to the site from a UX perspective and the impacts of these changes.
Reduced buyer friction & drove better product awareness
Moved overview, features, pricing, and FAQ under one section rather than having it as separate call outs across the site. This led to less friction and made it easier to access information for prospective buyers,
Faster, more confident decision‑making with credible customer proof in context, and tabular organization.
Created a better story around customer success and included quotes to make it more apparent why blockchain was a valuable solution.
Added significant content to use case section and organized it compactly with accordion flows
Extensively built out the case study section and organized it into accordion flows so that the information could be collapsed and expanded at will, rather than simply existing as a list.
Reduced buyer friction & drove better product awareness
The old format for the blockchain site had information dispersed across the page, making it harder to piece together why it was a valuable product. This led to a higher churn rate for people visiting out site. In order to balance this with the influx of new content, we needed to rethink how we were going to redesign our website.
Key Insights
Users wanted a more streamlined experience across the site and felt that because the topic was dense to understand, there needed to be a way to understand the product without overwhelming the user. So we decided to:
Bundle overview, features, pricing, and build a new FAQ section
In the old format, overview was a simple paragraph but we saw that it was an oversimplication. So we built out a new diagram that not only explained blockchain, but its overall value in the Oracle ecosystem. We also saw that pricing didn't make sense to be so low on the page, so we included it in the new tabular approach we created. Finally, we built a FAQ section to answer basic questions so that we didn't alienate users who were new to the technology but wanted to learn.
Through my research, I saw that people were really interested in the product but were just too overwhelmed with the old format of information.
Faster, more confident decision‑making with credible customer proof in context, and tabular organization.
In the old format, customer stories were important but there was no driver of what benefit blockchain brought to the customer. We decided change the organizational flow of content into clicable tabs and surface the page with a direct customer quote from the customer.
Key Insights
Customers had a hard time seeing where to access customer stories and it wasn't abundantly clear what value these stories had. With the new format, we had access to stories and also included videos if the customer had one. We also added time stamps so that the user knew how much of an investment it would be. Setting everything up ahead of time helped drive more visibility to section and made the experience less vague, which reduced cognitive load on the users.
In order to keep the information flow intuitive, I followed up with blockchain use cases. This made logical sense because the customer stories showcased blockchain being used across different industries, so in case anyone was interested in learning about other use cases, I included it right below the stories.
Added significant content to use case section and organized it compactly with accordion flows
One of the most significant information overhauls for this website was the introduction and inclusion of this case study section. Prior to this, use cases were not separated by industry and they were sparse. I worked very closely with my product counterparts to put together a thorough set of use cases that would really help drive further value and awareness of blockchain as a cloud solution.
Key Insights
From a UX perspective, we had much more content to add so we decided to go with accordion flows. In order to make the content even stronger, we also added hyperlinks to other articles that existed across different Oracle sites externally. This created even greater synergies across pages and made it easier for customers to engage with the content within the scope of whatever field they were in.
Reflection
Here, the challenges, lessons, and next steps of the project are highlighted.
Challenges Faced
The biggest challenge I faced in redesigning this site was how to showcase all of the information in a comprehensive enough way to make sense without overwhelming. I had to cut down a significant amount of copy and get created by working with the design team to build components that allowed for more flexibility. I think another challenge I faced was writing the content in a way that made sense to both the technical and non technical user. We didn't want to alienate either side so we had to compromise and make sure all of our audiences were being served.
Learnings
This project taught me that there is great synergy within writing and design. Both complement each other and I am grateful for being able to work with other disciplines so closely and learn what really works. I also enjoyed working closely with PM to learn more about the technical parts of the product. And finally, I enjoyed learning the art of concision. I think this skill is one of the most important skills to learn and master, especially as a writer and designer.
Next Steps
If I were to iterate on this page more, I think I would think of driving further value based messaging into the content. The concern intially was that since it was a new product, we had to keep it function level for people to understand it. Since the product is now matured, we can veer away from this messaging.
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