Anchorline: The Access Gap
A buyer’s own numbers, turned into a case their CFO will read
Problem
B2B buyers do most of their evaluation without a salesperson, and a static PDF can’t answer “what about us?”
My role
Solo: strategy, UI, interaction logic, build and design system.
Outcome
A persona-switching hub with a live risk calculator, a branching quiz and gated-report logic, plus a falsifiable research plan.
- Role
- Graphic designer, UI/UX and build
- Team
- Solo
- Tools
- HTML, CSS, JavaScript, Figma
- UX/UI
- Visual Design
- Development
Concept project. Anchorline is a fictional company. Every statistic inside the hub is illustrative, and the hub says so on every screen. The only real numbers are attributed third-party research citations.
1. Three findings, three decisions
- Buyers research alone → a calculator instead of a static statistic. It has to do a rep’s job at 11pm.
- Interactive outperforms static, gating trades reach for capture → the calculator stays open, and only the personalised report is gated.
- Users scan for answers → objections are written as an FAQ, each answer with a machine-readable payload.
2. What I would test
What this is, and isn’t
No user research has been run. The case study sets out three falsifiable questions (credibility of the score, quiz length, gated vs ungated report), each with the result that would prove the design wrong.
3. Accessibility pass
An accessibility review caught two failing contrast ratios before publishing, and both were fixed.
Next projectSpark CatalystOne voice for a startup’s scattered email, blog and web