Redesigning the PFS Landing Page
From Login Screen to Purpose-Driven Experience
May 25, 2025
Before our redesign, the Protective Factors Survey site greeted users with a simple login screen and a link to a help page. While functional, it didn’t do much to explain what the tool was, who it was for, or how to get started. More importantly, it missed the opportunity to position the PFS platform as a powerful solution—and to guide new users through the decision-making process.
We saw an opportunity to transform this into a true landing experience—one that not only explains what PFS is, but builds trust and helps teams get started with confidence.
Goals for the Redesign
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We wanted the new landing page to:
- Introduce the PFS Online tool in a clear, accessible way
- Explain key benefits without overwhelming the user
- Eliminate barriers to getting started
- Showcase flexibility and value of the tool
Goals for the Redesign
A More Usable Layout
Instead of relying on a dense help page filled with long paragraphs, we created a scannable, easy-to-read layout with clear headings, icons, and visuals. The goal was to keep things informative without overwhelming new users. By adding visual interest and breaking information into digestible sections, we made it easier to understand—and more inviting to engage with.
Clear Value Proposition
We started with a simple but powerful message: 100% Online - No Software, No Setup
Skip the downloads and installations. Our platform works directly in your browser, making it easy for your entire team to access from any device. Just open, log in, and get started—no setup required.
This reduces friction for new users and reinforces that PFS is accessible anytime, anywhere.
Highlighting Flexibility
We listed all available versions of the PFS — making it clear that users can choose the survey that serves their needs best.
We also outlined various handoff options (pass the device, email/text a link, or scan a QR code), making it easy to use the survey in the way that fits best with your workflow.
Unlimited Usage, One Price
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We emphasized that the PFS Online offers unlimited access for one monthly fee:
- Unlimited staff
- Unlimited clients
- Unlimited surveys
- All covered under one database hosting cost
This messaging reinforces transparency and affordability, especially for organizations scaling their usage.
Data Ownership & Control
We added a key reassurance around data privacy and autonomy:
The PFS Online is a centralized platform for giving out the survey and running your reports - but you get to own your own data. Each group is set up with a separate database which they own and control.
This gives agencies peace of mind that they’re in full control of their data—an important factor for many clients.
Customization Options
We made it clear that while the PFS is a validated instrument, agencies can also customize their own questions in the survey. This flexibility opens up new use cases and empowers teams to tailor the tool to their needs.
Outcome
The new landing page does more than just introduce the PFS—it helps teams understand what it does, why it matters, and how easily they can start using it. By addressing common questions, improving readability, and reducing friction points, we turned a static login screen into a smart, informative, and action-oriented experience.
