Ulys, the consumer brand of the VINCI Autoroute Group, is now a key player in connected mobility in France. The company offers electronic toll collection and support solutions for motorists, with a positioning combining innovation, reliability and proximity.

In the summer of 2025, the Ulys acquisition team contacted us in the context of a need forfine optimization of their marketing performance, without blocking problems to correct, but with an assumed objective:
improve the conversion of current landing pages to targeted audiences.

Before considering any redesign, we were commissioned to conduct a full UX/UI audit the landings used to date, in particular those used in their Google Ads and Meta Ads campaigns.
This analysis made it possible to make a clear diagnosis, without calling into question previous work, but by identifying concrete optimization margins on:

• La clarity of the message based on audience segments
• La visual and informational prioritization On mobile
• La consistency between advertising campaigns and page content
• La readability of the conversion process

At the end of the audit, several objectives were defined in collaboration with the Ulys marketing team:

→ Better adapt content and structure with different research or commitment intentions
→ Develop two new distinct landings :

• One for the audience Google Ads, more mature, already exposed to Ulys
• One for the audience Meta Ads, younger, often discovering the brand
  → Optimize the mobile readability, the main acquisition channel
  → Maintain a strong consistency with brand identity and campaign messages
  → Allow the marketing team to be autonomous in future iteration Landings

1. A complete and actionable UX/UI audit

We started with a detailed analysis existing landings, covering:

• The mobile and desktop user experience
• The clarity of the messages, the fluidity of the scroll and the overall structure
• The adequacy between advertising claims and page content
• Evidence, CTAs, missing or redundant sections
• Concrete recommendations (quick wins + structuring ideas)

This deliverable served as the basis for all the decisions taken afterwards: UX, wording, structure, visual hierarchy.

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2. UX design of two differentiated paths

Based on the lessons of the audit, we proposed two logical pages:

• Google Ads → a more direct, conversion-oriented journey, with solid reassurance points and a concise argument
• Meta Ads → a more narrative, immersive journey, adapted to an audience in the discovery phase

Each structure has been designed to reflect:

• The promise of the offer upon arrival
• A balance between benefits, operation, and evidence
• Visible, non-intrusive CTAs, placed in the right places
• Fluid and intuitive mobile reading

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3. Custom UI design

We then developed these two courses into high-fidelity models (desktop + mobile), with particular attention paid to:

• Continuity with Ulys graphic charter
• The use of explicit visuals to illustrate the concrete benefits
• One strong readability of key elements : CTA, benefits, proof block
• One airy design, reassuring, and flexible to integrate future variants

The deliverables have been designed to easily adapt to the technical environment used by internal teams.

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4. Seamless transmission to internal teams

Finally, a Restitution workshop was organized to present deliverables, align biases, and anticipate implementation by the marketing team.

This key step allowed the team to:

• To be autonomous on the reworking and duplicating models
• To better understand the UX logics behind each choice
• To lay the foundations of a duplicable page system, coherent and evolving

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As the project is still young, no definitive quantitative data is available at this stage.
However, the qualitative feedback from the internal teams is very positive :

→ Contents clearer, more legible, easier to operate internally
→ Some pages consistent with audience expectations targeted
→ One better synergy between advertising campaigns and landings
→ A solid base for evolve their landing page system over the campaigns

Beyond the redesign of these two landings, this mission marks above all the beginning of a collaboration based on trust, rigor and impact.