The UX That Converted: Designing Hydrogen’s Go-to-Market Landing Page
HydrogenPay
Financial Services
Landing Page Design
2 Weeks
Overview
Hydrogen, a new payments company under Access Corporation, needed a landing page to introduce two of its flagship merchant products — InstantPay and POS terminals — to the Nigerian market.
As part of my role at Pulse Marketing, I was responsible for designing the landing page from scratch with a clear goal: drive merchant onboarding and support the company’s target of acquiring 10,000+ signups at launch.
Phase 1: The Discovery
Understanding the Market and the Merchants
Business Context: Hydrogen was entering a competitive payments landscape and needed a landing page that would clearly communicate its value to merchants — from SMEs to large retail chains.
My Approach:
Collaborated with the Hydrogen team to understand their GTM strategy.
Interviewed product owners, marketers, and merchant sales agents.
Researched competing landing pages to benchmark structure and content.
Key Insights:
Trust was a major concern for merchants — they needed reassurance the product was backed by a reliable institution.
Many SMEs were unfamiliar with “InstantPay” and required a simple explanation of its benefits.
Merchants valued clarity, ease of signup, and mobile responsiveness.
Phase 2: Defining the Problem
Clarifying the Problem and Objectives
Core Challenge:
How might we create a compelling first touchpoint that explains Hydrogen’s new merchant solutions and gets merchants to sign up — without prior brand familiarity?
Design Goals:
Establish brand trust and credibility fast.
Clearly communicate what InstantPay and POS do.
Drive merchant signups through a simplified experience.
Make the signup experience frictionless.
Phase 3: Developing the Solution
Crafting a UX that Converts:
Ideation & Structure:
Mapped a landing page journey focused on AIDA: Attention → Interest → Desire → Action.
Explored headlines that clearly articulated Hydrogen’s USP.
Prioritized a mobile-first design due to audience behavior.
Design Decisions:
Hero Section: Introduced the product with clear CTA.
Explainer Sections: What InstantPay is, how POS works, who it's for.
Onboarding Form Page: A simple form to capture key informations from TAs.
Phase 4: Deliver (Prototype + Test)
Testing & Launch:
Prototype Testing:
Shared with internal stakeholders and sales reps for review.
Simulated merchant signup flow using dummy data.
Refinements Based on Feedback:
Included only key form fields to minimize drop-offs.
Improved CTA contrast and sticky navigation on mobile.
Impact & Results
The landing page launched as Hydrogen’s first major digital touchpoint for merchants.
✅ 10,000+ merchant signups achieved shortly after launch.
✅ Reduced acquisition friction by simplifying the signup experience.
✅ Increased awareness of Hydrogen’s value proposition in a saturated market.
Source: TechCabal – HydrogenPay Acquires Over 10,000 Merchants
Reflection
Creating a landing page from scratch — especially for a brand-new fintech product — meant I had to think like both a designer and strategist. This project reinforced that:
Simplicity drives conversion.
Trust is earned through design choices, not just logos.
UX strategy is business strategy — and onboarding is often the real moment of truth.
