DxO - PureRAW
UX/UI Design
How might we introduce a new photo editing tool in a way that is clear, credible, and conversion-driven?
ROLE Product Designer
FOCUS Prototyping, Delivery
PLATFORM Desktop web, Mobile web
OVERVIEW
During my collaboration with DxO, a leading photo software company known for its advanced image processing technologies, I worked on the design of the launch landing page for PureRAW, their RAW file enhancement software.
The challenge was to support the product launch by clearly introducing a new tool to the market, translating complex image-processing innovations into an immediately understandable value proposition, and encouraging early adoption.
The challenge was to support the product launch by clearly introducing a new tool to the market, translating complex image-processing innovations into an immediately understandable value proposition, and encouraging early adoption.
USERS
The launch page addressed two key audiences with different levels of expertise:
Photographers and advanced enthusiasts, eager to discover a new tool capable of significantly improving image quality with minimal effort.
Professional users, looking for a reliable, high-performance solution that could be seamlessly integrated into their existing photo editing workflows from day one.
APPROACH
The design approach was driven by launch-specific principles :
> Immediate clarity : Communicate the core value of PureRAW within the first seconds
> Progressive discovery : Reveal technical depth without overwhelming first-time visitors
> Trust & credibility : Leverage DxO’s scientific expertise and optical leadership
> Conversion focus : Drive trial, download, and engagement during the launch phase
As a Product Designer, I led the UI design and structured the user journey to support both product understanding and conversion.
SOLUTION
I designed a launch focused landing page introducing PureRAW as a new product, showcasing its key innovations such as exceptional noise reduction, advanced demosaicing and DxO’s optical modules, while clearly positioning it within existing photo editing workflows.
The page relied on a strong visual hierarchy, before and after comparisons, and concise messaging to demonstrate immediate value and smoothly guide users toward trial and adoption.
The page relied on a strong visual hierarchy, before and after comparisons, and concise messaging to demonstrate immediate value and smoothly guide users toward trial and adoption.
IMPACT
The launch landing page played a key role in supporting PureRAW’s market introduction and early traction. Key outcomes include :
> Clear positioning of PureRAW as a new, high-value tool at launch
> Stronger perception of DxO’s technological leadership
> Increased engagement and conversion during the launch phase
> A reusable launch framework for future DxO product releases
