UX/UI Designer • Digital Health • Accessibility

Picture of Karina Korytska

Hello

I'm a UX/UI Designer focused on digital health and accessibility, with a strong interest in complex, research-driven products.

I work at the intersection of user research and systems thinking and translated complexity into clear structures, user flows and scalable design solutions. During my studies, I combined an accelerated graduation track with 1.5 years of professional experience, which helped me move beyond visual design into problem framing, user journeys and product-level thinking.

I'm particularly interested in designing for complex environments like healthcare and education, where clarity, reliability and accessibility have a real impact.

Currently open to junior UX roles in research-driven teams, as well as selective freelance collaborations.

e-mail k.korytska@gmail.com
LinkedIn linkedin.com/in/karina-korytska
Dribbble dribbble.com/karinakorytska
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Whoppah landing page

Designing a conversion-focused landing page for seller acquisition

2024

Desktop mockup of the Whoppah landing page interface

Role:

UX/UI designer (team project)

Context:

2-month project for Whoppah

Focus:

Conversion, information hierarchy, behavioural design

Overview:

This project focused on increasing seller acquisition for Whoppah, a marketplace for curated designer furniture. While the platform had active buyers, attracting sellers remained a key business challenge. The goal was to design a landing page that clearly communicates the value of selling on Whoppah and guides users towards registration.

The challenge:

Early analysis of the existing original website revealed several issues:

  • Unclear value proposition
  • Confusing information hierarchy
  • Scattered benefits
  • Weak positioning around designer furniture
  • Lack of clarity in the selling process

The challenge was to design a clear and persuasive flow that converts visitors into sellers.

User & Business Perspective:

The primary target users were individuals looking to sell high-quality design furniture, often unfamiliar with marketplace processes. From a business perspective, the page needed to reduce friction, build trust and clearly communicate value.

Solution overview:

The landing page was designed as a conversion funnel, guiding users from awareness to action through structured content and behavioural design principles.

Annotated landing page screenshot highlighting conversion-focused design decisions with numbered callouts

Conversion-focused design decisions:

  1. Natural language

    Using conversational language aligned with the persona to create a more approachable and relatable tone.

  2. Structured step progression

    Content is organised into logical, sequential steps to guide users through the process and maintain flow (Gestalt principle of continuity).

  3. Time-based urgency

    Introducing limited-time messaging to encourage immediate action and reduce postponement (Cialdini's scarcity & FOMO).

  4. Directional visual cue

    Imagery is used to guide user attention - the subject's gaze directs focus toward key content areas.

  5. Social proof (reviews & activity)

    Real user reviews and recently sold items build trust and demonstrate platform credibility.

  6. High-contrast CTA

    Primary call-to-action uses contrasting colour to attract attention and improve visibility.

  7. Tiered service structure

    Services are presented in progressively increasing tiers, clarifying value at each level and helping users understand value and compare options.

  8. Highlighted “most popular” option

    The mid-tier plan is emphasised to guide user choice through social validation.

Key design decisions:

Design decisions focused on guiding users through a clear conversion flow while building trust and reducing friction.

Clarifying the value proposition

The headline and visuals were redesigned to clearly position Whoppah as a marketplace for designer furniture.

Structuring content as a funnel

The page follows a logical flow from awareness to action, reducing cognitive load and guiding users step by step.

Applying behavioural design principles

Techniques such as social proof, scarcity and visual hierarchy were used to encourage action and improve engagement.

Simplifying the selling process

A “Sell in 3 steps” structure makes the process easy to understand and lowers the barrier to entry.

Introducing transparent pricing

Clear subscription tiers help users evaluate options and build trust in the platform.

The process:

The design process included analysis, persona creation, wireframing and iterative refinement based on feedback.

Outcome:

The final concept was presented to the Whoppah team.

Elements of the design were later reflected in the updated live landing page, indicating alignment with business goals and design direction.

Reflection:

This project strengthened my ability to design for conversion and align UX decisions with business goals. I learned how to structure landing pages as behavioural funnels, apply psychological principles and balance persuasion with clarity and accessibility.

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