Project
Great Harvest Landing Page
Streamlining franchise discovery and application for prospective owners
Guiding leads through investment details and application steps to accelerate partnership decisions
Mobile-first responsive landing page for their first digital ad campaign
Client
Timeline
8 weeks
Feb - Apr 2025
Team
2 UX designers
3 Developers
Status
Shipped Apr 2025
My Role
UX designer
UX writing
Project Manager
Constraints
Stakeholder hierarchy
Limited research scope (assumption-based)
Hubspot integration
Timeline acceleration
Methodologies
Sketches
Collaborative designing
Wireframing
ADA/WCAG standards
Quality assurance
Cross-functional collaboration
& communication
Overview
Great Harvest, a Montana-born bakery franchise with 175 locations, had never invested in digital franchise marketing. After a private equity acquisition in late 2024, they needed their first franchise landing page to capture leads for their sales team's inaugural digital ad campaign.
My role was to design a mobile-first landing page that would serve as a clear, compelling destination for prospective franchisees—separate from their customer-facing bakery website.
Known impact (4 month review)
71+
Qualified leads
25+
States
77%
Top form submissions
(High-intent users)
15%
Both forms submitted
(Ultra-commitment)
The Challenge
For prospective franchisees: No dedicated space to learn about the business opportunity without navigating through customer-focused bakery content.
For the business: Zero digital presence for franchise sales meant missing qualified leads and relying entirely on word-of-mouth referrals.
This was a chance to establish Great Harvest's first digital franchise marketing foundation and capture leads that had previously been lost.
My Approach
I led a cross-functional team through a process focused on collaboration, rapid iteration, and stakeholder alignment under tight constraints.
1. Research → Understanding the franchise landscape
Competitive analysis
I analyzed 7 quick-service restaurant franchise organizations to identify components of effective franchise landing pages. With budget constraints preventing formal user research, I leveraged my 6 years of franchise industry experience to apply best practices and informal insights.
Stakeholder workshop
I facilitated a workshop with our consultant to establish landing page structure and identify two distinct user types:
High-intent users: Ready to provide contact information immediately
Research-oriented users: Need more information before committing
This insight led to our dual-form strategy: a short form at the top for immediate conversion, and a detailed form at the bottom after educational content.
2. Design → Building for clarity and conversion
Iterative design process
Working through 4 major iterations, I navigated changing stakeholder requirements and evolving brand guidelines while maintaining focus on user needs and business goals.
Dual-form strategy
Top form (77% completion rate): Captured high-intent leads immediately
Bottom form (23% completion rate): Qualified serious prospects after they consumed franchise information
Accessibility-first approach
Ensured WCAG 2.1 compliance throughout, including resolving color contrast issues with updated brand guidelines and creating an accessible franchise opportunity map through 11 design iterations.
3. Overcome → Solving complex constraints
Multiple stakeholder alignment
Managed requirements across consultant, franchise sales team, marketing firm, and IT—creating alignment despite late-stage stakeholder introductions and changing requirements.
Technical integration challenges
Solved HubSpot form styling limitations to maintain design integrity while meeting accessibility standards, working directly with Great Harvest's IT manager for custom implementations.
Cybersecurity considerations
Addressed domain trust issues that flagged the new franchising domain as potential phishing, advising on domain strategy and false positive reporting to maintain campaign timeline.
Key Features
Mobile-first responsive design
Prioritized fast, intuitive discovery on mobile before extending to tablet and desktop experiences.
Strategic content hierarchy
Hero section with clear value proposition
Immediate conversion opportunity (top form)
Educational content (Why Great Harvest, Support & Training)
Social proof (testimonials)
Process transparency (franchise steps, FAQs)
Qualified lead capture (bottom form)
Accessible franchise opportunity map
Created a compliant visual representation of state-by-state franchise availability that generated leads from high-opportunity markets (PA: 12 leads, TX: 6 leads, CA: 5 leads).
Outcomes & Impact
The landing page successfully launched Great Harvest's first digital franchise marketing campaign and continues to serve as their primary franchise acquisition tool.
Lead generation success
71+ qualified leads across 25+ states demonstrated strong market interest and geographic reach.
Organic growth
42% organic traffic validated brand strength and SEO effectiveness beyond paid campaigns.
Sustained engagement
15% of users completing multiple forms indicated strong prospect quality and genuine interest.
Business relationship building
Despite technical constraints, met all deadlines and business objectives, leading to re-engagement for additional franchise website projects.
Video walkthrough of final design
Next Steps
If we had more time or were re-engaged:
Comprehensive design system
Design the expansion for the full franchising website ecosystem
Pixel-perfect implementation
I would allocate enough time for a comprehensive Quality Assurance review
User testing validation
I would confirm assumption-based design decisions through user research
Performance optimization
For deeper insights, I would manage a full analytics integration to the landing page
Live Site Walkthrough
Cross-functional collaboration under pressure
Working with developers during the final build week taught me the value of staying in constant communication. When questions arose, we discussed them verbally immediately, evaluated options, and implemented solutions with minimal lag time—critical for meeting tight deadlines.
Stakeholder management complexity
Managing four different stakeholder groups (consultant, franchise sales team, marketing firm, IT) revealed how late-stage introductions create scope changes and inefficiencies. Earlier stakeholder mapping and alignment sessions would have prevented significant rework and improved the final product quality.
Technical constraints drive creative solutions
HubSpot's form styling limitations and cybersecurity concerns with new domains pushed us to find innovative workarounds. Including developers in design discussions helped us design around constraints while advocating for business-critical features that required heavier technical lift.
Domain expertise accelerates assumption-based design
My 6 years of franchise industry experience proved invaluable when formal user research was not feasible. This reinforced how domain knowledge can guide informed design decisions and reduce risk in assumption-based projects.
Accessibility as business strategy
WCAG compliance is not just about legal requirements—it becomes a competitive advantage. When cybersecurity scanners flagged our domain, having accessible, professional design helped establish credibility and trust with prospects. Ensuring our design worked for all users also protected the client from litigation risk.
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Research & Design Phase
COMING
SOON