Black Banana

Designing a premium digital experience for a performance marketing agency — from zero to a unified brand system.

Problem

Black Banana had real services, real results, and real clients — but when people landed on the website, they left. Not because the agency wasn't good enough, but because nothing on the screen communicated that it was. No visual hierarchy, no clear service path, no identity that said this agency knows exactly what it's doing. Features existed. Clarity didn't.

Context

My role: Sole designer

Duration: 6 weeks

Responsibilities: End-to-end — Brand, UX, UI, Design System

Highlights

Key outcomes achieved through design decisions made during the initial product launch.

5+

Client queries generated on Day 1 of launch

3 seconds

Time to navigate any service from landing

CHAPTER 1

Discovery

CHAPTER 2

Strategy

Vision

Build a digital presence that proves Black Banana's execution quality through the product itself — where every screen, interaction, and content decision communicates performance, precision, and credibility.

Value proposition

Help potential clients immediately understand what Black Banana does, who it's for, and why it's different — guiding them from first impression to starting a conversation without friction or confusion.

High-level roadmap

Discovery

Phase 1

Phase 2

Agency context

Brand identity + Website

Client portal

CHAPTER 3

Guidelines & libraries

Chapter 4

Design - IA

CHAPTER 5

Evaluative research

RESEARCH

Client validation

After launch, I evaluated how clearly visitors understood Black Banana's offering and how confidently they could identify the right service for their business. Real client interactions and direct founder feedback shaped the final refinements. Key takeaways included:

Visitors immediately understood the agency's positioning without needing to read service descriptions in full

Goal-first content hierarchy made all 3 service paths navigable within 3 seconds of landing

The campaign dashboard gave clients a sense of control and transparency they hadn't experienced with previous agencies

The new design instantly communicated who we are and what we do — something we struggled to achieve for months.

Krutarth Kansagra

Founder, Black Banana — during post-launch review

CHAPTER 6

Phase 1

Service discovery

Visitors explore Black Banana's core services — SEO, Google Ads, Meta Ads, Web Development, and Social Media — through a goal-first content hierarchy that maps each service to a business outcome, not a technical description.

The Method

A 5-step strategic process — Dissect → Attack → Build → Weaponize → Scale — designed to communicate how Black Banana thinks and operates, building client confidence before a single conversation starts.

Work gallery

A filterable portfolio of client work organized by category — Branding, CGI, UGC Video, Production — giving potential clients immediate proof of execution quality before they make contact.

CHAPTER 7

Phase 2

Client portal

A dedicated client-facing dashboard giving brands full visibility into their campaign status, live metrics, and downloadable reports — without needing to contact the agency for updates. Built to replace trust-through-calls with trust-through-transparency.

Outcomes

Client queries on Day 1 of launch

CSS design tokens — complete system built

Core deliverables shipped end-to-end

Retrospective

What I would do differently

I would involve real potential clients earlier in the process with quick messaging validation rounds. While the structure was clear internally, early feedback on how first-time visitors read the service hierarchy could have further sharpened the content decisions in the first fold.

Lessons

This project reinforced that great design is often about removing confusion rather than adding features. A performance agency's website must itself perform — every screen, every scroll, every CTA was weighed against one question: does this reduce cognitive load or add to it?

Tradeoffs

To keep the experience focused and conversion-ready, I intentionally avoided deep feature explanations and secondary content pages. This meant sacrificing completeness in favour of a strong first impression — optimising for trust and understanding over exhaustive information.