Overview

PDFelement is a flagship PDF editing software used by millions worldwide. Following the success of PDFelement 7, Wondershare prepared to launch version 8 with a goal of expanding its reach and reinforcing brand credibility. I contributed in two key areas: redesigning the product homepage to communicate value and designing graphic assets for the global brand launch video.

Situation

With competitors like Adobe dominating the market, the launch of PDFelement 8 needed to deliver more than just features. The challenge was to inspire trust, differentiate the brand, and drive adoption through a cohesive launch campaign that connected across website and video.

Task

My role was to:

Create a homepage experience that highlighted product value and credibility.
Develop branded, industry-specific visual imagery and communication materials to support launch.
Partner with cross-functional teams to align product story across digital and brand channels.

Action

Here are some of the actions I took to fulfill my role and ensure a successful product launch:

Shaped the product storytelling strategy by designing a homepage experience that clearly linked key features to real-world use cases (e.g., signing contracts, editing invoices), ensuring feature comprehension and adoption.
Elevated brand trust and market positioning by integrating Fortune 500 client logos and real user adoption metrics, aligning with marketing’s broader narrative of enterprise credibility and growth.
Directed cross-platform design execution by leading responsive UX/UI solutions across desktop and mobile, partnering closely with engineering to validate feasibility and performance prior to launch.
Created authentic, reusable design assets (e.g., invoices, contracts, architectural blueprints) for use across brand video, web ads, and product marketing, establishing a scalable asset library for future campaigns.
Unified cross-functional stakeholders by facilitating collaboration with brand directors, marketing leads, and engineering teams, ensuring a consistent visual language across web and video touchpoints that carried forward beyond the launch.

Results

The PDFelement 8 launch drove measurable business impact and established a reusable design framework:

+255% conversion rate and +99% add-to-cart rate, reflecting feature clarity and trust-driven design.
+16% installation rate, demonstrating seamless user onboarding from discovery to engagement.
Created a scalable design system and asset library that informed future releases, maintaining consistent brand storytelling through version 12 and beyond.

Reflection

This project reinforced the value of designing across ecosystems rather than isolated touchpoints. By uniting website UX, brand assets, and marketing strategy, we created a launch experience that resonated both emotionally and functionally.