Licenses everywhere. Visibility nowhere.
Large organizations run on software. Hundreds of licenses across vendors, teams and devices — each with its own cost, expiry date, compliance requirement and renewal window. Most companies have no single place to see all of it. They overpay for unused licenses, miss renewals and carry compliance risk without knowing it.
APN Promis built LCM to solve exactly that: a SAM-as-a-Service tool that centralizes license data in one place. The product was strong. It had no page that could explain it to the people who approve budgets, and every quarter without one was a missed sales conversation.
Problem
Written by engineers, read by budget owners.
Existing material opened with architecture. Procurement, finance and IT directors — the people who actually sign off — had no way in. They were asked to fund a solution to a problem nobody had put in their language first.
I assumed the project would need many rounds on visual direction. That turned out to be wrong. The hard part was not the interface — it was deciding what to leave out so a non-technical reader could hold the whole product in their head after one scroll.
If the reader has to already know what SAM means, the page has failed before the second scroll.
Solution
A page you can understand without knowing the category.
Five structures, one test: can someone who has never heard of software asset management follow the page to the end without leaving? The selected direction was question-led — one section per question the buyer asks while scrolling: what is this, what does it cost me not to have it, how does it work, and what does starting take?
Designed in Figma, built no-code, shipped responsive. The opening states the cost of the problem in plain language before naming the product. The service model is reduced to three steps so onboarding effort is visible before the demo call. Mobile keeps the same question order; only the density changes.
Plain-language hero · Cost-of-inaction section · Three-step service model · FAQ for procurement · Single demo CTA · Responsive build.
Outcome
Approved with no structural changes.
The early direction session compressed the feedback cycle: alignment happened on concepts rather than finished screens, so review stayed at the copy level. Beyond the page itself, the section structure became the way the team explains LCM out loud — the sequence of questions outlined the deliverable.
0 structural revisions after the first full presentation. 1 shared reference now used by sales, marketing and the client. 6 weeks from first direction session to live page.
Reflection