Threadline.ru — UI/UX Design for a Marketing Service Platform

1. About the Project
Threadline.ru is a platform that brings together professional marketers and AI-powered assistants for businesses.
The main goal is to simplify entrepreneurs’ access to expert marketing services and make the process transparent, convenient, and effective.
My role: UI/UX design of the website and development of user flows.
2. The Challenge
  • Build a modern website that showcases the company’s innovative approach.
  • Create a clear and intuitive interface where users can easily understand pricing and services.
  • Engage the audience through a unique gamified feature — the “Labyrinth” reality game, which diagnoses business needs and provides a personalized growth roadmap.
3. Research & Analysis
  • Competitor analysis of marketing agencies and AI-services revealed common issues: cluttered landing pages, confusing navigation, and lack of pricing transparency.
  • Identified user pain points: distrust of “new formats” of services and lack of clarity in pricing.
  • Based on research, key scenarios were designed:
  1. Visitor discovers the USP on the homepage.
  2. Enters the Labyrinth for diagnostics.
  3. Receives a strategy → selects a pricing plan → submits an application.
4. Architecture & Prototyping
  • Website map: Home → About → Cases → Services & Pricing → Labyrinth Game → Contacts.
  • Wireframes created for all key screens to test the user journey before final design.
  • Pricing presented in a card-based layout with clear comparison (Basic / Optimum / Premium).
5. Visual Design (UI)
  • Chose a modern minimalist color palette with strong accents for CTAs.
  • Applied readable fonts and a unified grid for consistent visual hierarchy.
  • Developed reusable UI patterns: buttons, forms, case cards.
  • Added micro-animations (hover effects, smooth transitions) to bring the interface to life.
6. UX Solutions
  • The interactive Labyrinth game engages users while showcasing the platform’s expertise.
  • Pricing plans are transparent: each shows cost, included hours, and benefits.
  • The Cases section uses cards with performance metrics (CPL, CPA, CPF) to prove real business results.
  • Simplified application form with minimum fields for faster response.
7. Responsiveness
  • Fully adapted for mobile devices.
  • Navigation and the Labyrinth optimized for smartphone use.
  • All forms and blocks remain clear and clickable on small screens.
8. Testing & Iterations
  • Multiple usability testing rounds conducted.
  • Pricing logic refined for easier comparison.
  • Navigation simplified — added quick buttons like “Try the Game” and “Request Marketing”.
9. Results
The new design delivered measurable improvements:
  • 🔍 Reduced time to find pricing info by 35%.
  • 📈 Increased CTA click-through rate by 42%.
  • 📝 Boosted the number of requests after completing the Labyrinth.
Client feedback confirmed that customers better understood the service structure and converted faster.
10. Key Takeaways
  • Gamification works — if integrated organically, it drives engagement.
  • Transparency wins — clear pricing and real cases outperform long descriptions.
  • Next step: implement personalized pricing suggestions directly inside the Labyrinth, so users instantly get the best-fit plan based on their diagnosis.