Skylight Social

Overview

This project is a website redesign for Skylight Social, a short-video sharing app that helps users create and connect through authentic visual stories. The redesign focuses on improving clarity, visual appeal, and conversion rate among Gen Z audiences.

The original landing page suffered from incomplete content structure, inconsistent visual hierarchy, and a weak call-to-action flow, which made it difficult for users to understand the app’s core value and take action to download it.

Through Website audit, user research and iterative design, I redefined the information architecture, created a new wireframe and content flow, and developed a Gen Z-oriented visual system that aligns with Skylight Social’s energetic and creative brand identity.

Website Analysis

The site is a marketing-driven, onboarding homepage designed to differentiate Skylight Social from TikTok/Instagram by highlighting decentralization, portability, user control, and ethical values. Its structure mixes bold slogans + trust-building details + repeated download CTAs, ensuring visitors understand the vision and are nudged to install the app.

Landing Page Audit

Content Flow

Slogan → App Introduction → Key Features → Social Proof → FAQ → Download CTA

Pros

Clearly Key Selling Points

Uses bold, playful, rebellious language to stand out. Youthful, edgy tone for TikTok/Instagram users.emphasizes user ownership，challenges mainstream social media norms

Support by Technical Foundation

Built on the AT Protocol (same open network as Bluesky).Backed by 32M+ users, reinforcing trust and scale. Enables portability — users can move their audience and content across any AT-based app.

Build Trust & Ethics

Skylight Social is a Public Benefit Corporation (PBC) → legally bound to consider social impact, not just profit.

Use social proof

Featuring different creators and video types positions the app as inclusive, not limited to one niche or audience

Let users feel more likely to imagine themselves joining in, which lowers hesitation to download..

Cons

Color Overload Risk

Bold purple branding creates strong identity, but the monotone may cause visual fatigue over long scrolls.

FAQ Visual Design

FAQ relies on text expansion; lacks icons, diagrams, or quick visuals that could make technical points easier to digest.

Weak Visual Hierarchy

Text-heavy in places; large slogans dominate but functional info (what you can actually do in the app) is visually secondary.

Inconsistent CTAs

Buttons use varied language (“Open,” “Check out,” “Come join”) instead of reinforcing one clear conversion goal. This risks confusing users about the action and dilutes the focus on “Download the app.”

Gen Z Research

🌍 Who is Gen Z

Born 1997–2012 (ages 13–27) — from high schoolers to early-career professionals, representing over $360B in U.S. spending power.

📱 Digital Natives

Grew up with TikTok, Instagram, and YouTube. They expect mobile-first, seamless experiences and prefer visual, bite-sized content that captures attention instantly.

🌟 Core Values

Gen Z values authenticity, inclusion, and social responsibility. They want real voices, visible diversity, and brands that take action on issues like sustainability and mental health.

🎨 Aesthetic & Behavior

They love bold yet clean visuals, follow trends quickly, and are driven by FOMO. Peer influence and UGC shape their choices more than ads.

⚡ Why It Matters for Skylight

Gen Z seeks self-expression and community over algorithms — exactly what Skylight Social was built for.