Designing a High Impact Microsite for Costa X
Fast loading UX that drove VIP signups and B2B engagement
Role: Lead UX Designer
Tools: Figma, Photoshop, Illustrator
Challenge
Costa X needed a high-converting microsite for Host Milano, a fast-paced trade show. It had to load instantly, work via QR codes, and engage three B2B audiences; hospitality, offices, and franchises. With noisy venues, varied devices, and just three weeks, I had to design for speed, clarity, and conversion under pressure.
Impact
✨ +40% increase in engagement
📅 500+ VIP demo signups
📈 High lead conversion tool
Research & Insights
Working closely with a Graphic Designer and a Creative Strategist, we extracted insights through stakeholder workshops and event analytics:
QR codes and emails were the top entry points so speed and visual hierarchy were key
Broad messaging underperformed so buyer content was essential
Scenario mapping revealed unique priorities: hotels focused on guest experience; offices prioritised convenience and maintenance
Design Strategy
I grounded the digital experience in three guiding principles:
Informative - Deliver immediate value
Engaging -Reflect Costa X’s brand through clear visuals and tone
Interactive - Use tools that also serve as conversion funnels
This led to three key features:
VIP booking system
Product diagnostic tool
Sector specific content flow
Design Execution
I started with quick sketches to validate layout and CTA placement, then built responsive wireframes in Figma. The mobile first sitemap prioritised fast QR access and short attention spans, ordering content as: hero message, sector use cases, VIP booking, and diagnostic tool.
Key UX decisions:
Sticky CTAs for constant action prompts
Bold visual hierarchy for clarity in noisy spaces
Minimal navigation to reduce drop‑off
Reflections
The QR-first, scroll-based design matched event behaviour and boosted engagement, with sector flows and an interactive tool driving relevance and leads.
Limited testing led to skipped content and performance issues on older devices, underscoring the need for stronger QA in future.
What I Learned
Prioritise clarity over complexity to ensure instant comprehension.
Use urgency as a focus, enabling faster decisions.
Align strategy, brand, and UX to maximise impact.