Everything you’ve mentioned regarding the bag is missing from this website. I don’t see anything to represent ripening, gas, or time passing. Also, the choice of background color distracts from the image. This is a mess.
Here’s an incomplete list of what you need to fix:
- Identify the selling proposition of your product. No one understands what it does, based on this design.
- Who is your customer? I cannot tell and neither can they.
- The design doesn’t support the reasons why I’d want to get involved. Even if you were not supplied final copy for the website, I should be able to understand the purpose of the product at a glance. You’d be better off having 2 bags, one with ripe and unripe fruit with the caption “3 days later” or something similar under the ripe fruit.
- If you’re asking people to participate in a “betta-test” then you’ll need to find out what type of person that will be.
- The term “beta test” is not used for physical goods. I would use the term “product testing” or “market research” instead.
- The color palette is confusing. Use fewer colors and focus on ones that are part of the brand’s color pallette.
- RFP is printed on the bag but never explained.
- The typography on the top is not great. Likewise the tagline of “Do you want this?” is bad.
- The fact that you have to spell out “scroll down for more” is a sign of bad design. You shouldn’t have to put instructions like this on a website this simple. This is a design problem.
- The site contains no information about the company, its mission, or the product they’re testing. The lack of information makes it seem untrustworthy.
- There is no styling in the form or a submit button.
The ONE goal is to communicate the idea that people can sign-up for a product test, yet, we’re struggling to understand the product itself. That’s a fundamental failure of your design.