Primax Launch - Landing Page

Case Study

Primax was my first Australian client that I got in contact with thanks to my uncle. The nature of the job was simple: design is ready, we want this kind of vibe, please write the code and make sure we can edit the content with a CMS. That prompted me to look up some options, including Strapi, Wordpress, Sanity, Storyblok etc, but I ended up using PayloadCMS due to ease of use, which I proceeded to use for several other of my projects, including the previous version of my portfolio website.

You can read the design specifications and case study built by Extrablack here.

Landing Page

The Landing Page itself was quite simple, albeit with lots of tiny details that you have to do by hand such as spacing, micro-animations and a sleek design that felt like iOS. If I had been asked to do the designs myself, it would have been quite a challenge but seeing that the designs were already made, my involvement on that part was small. It was a nice change, and the first project where I paid more attention to on the frontend than the back. Most of my other projects ended up being very processing, business-logic heavy so this reminded me that the user journey and experience was important as well. That prompted me to watch as much content related to UI/UX I could find whenever it came onto my feed on Youtube.

To add some flair to the Hero section, I ended up using ThreeJS to create a see-through pyramid that rotates, following the user’s cursor with a monochromatic effect for the text underneath.

AI Receptionist

The most fun part of the contract was the AI Receptionist, which can be accessed both through the website and a mobile line using a Twilio number. I used ElevenLabs and its studio to choose a very-heavy Australian-accented voice, which Primax attached to Gerald, their Chief Sales Officer. See him in action here. Strapping it into their operational CMS of choice was a delight and easy to use, and there was barely any lag when I was testing it. Something that would have taken at least a week of fiddling with APIs and LLM providers, strapped with speech-to-text models was turned into an afterthought thanks to Elevenlabs, which is quite impressive.

Conclusion

This collaboration reminded me that even if something works under the hood, the outside appearance is just as important and made me pay more attention to UI/UX than I used to before. Even if the engine is strong, if it doesn’t look like a Ferrari, it’s not one; and that is doubly true for a marketing device like landing pages.