The Story
Once upon a time, an employee engagement platform craved more mid-market clients. But alas, these clients saw the platform as too "big league" with its large enterprise clientele. Our heroic marketing strategists joined forces with UX (me!) to solve this conundrum.
Business Goal
Expand their reach to Mid-Market and get more qualified leads, through the website. By having them fill out forms.
Disclaimer: I have white labeled this project to maintain company confidentiality.
The Story
Once upon a time, an employee engagement platform craved more mid-market clients. But alas, these clients saw the platform as too "big league" with its large enterprise clientele. Our heroic marketing strategists joined forces with UX (me!) to solve this conundrum.
Business Goal
Expand their reach to Mid-Market and get more qualified leads, through the website. By having them fill out forms.
Disclaimer: I have white labeled this project to maintain company confidentiality.
Problem
Solution
Mid-market companies were giving us the cold shoulder, preferring to mingle with our rivals instead.
Time to get inside the users' heads, understand their needs, and create a page that screams, "We get you!"
Outcome
Results
Our well-researched, iterative design approach led to a page that had us all doing a happy dance at launch. We had finally managed to speak to our mid-market prospects!
The mid-market sales reps reported a 30% surge in client inquiries via the website. Time to pop the champagne!
Problem
Solution
Mid-market companies were giving us the cold shoulder, preferring to mingle with our rivals instead.
Time to get inside the users' heads, understand their needs, and create a page that screams, "We get you!"
Outcome
Results
Our well-researched, iterative design approach led to a page that had us all doing a happy dance at launch. We had finally managed to speak to our mid-market prospects!
The mid-market sales reps reported a 30% surge in client inquiries via the website. Time to pop the champagne!
Overview Of Steps Taken
Steps Taken
Cross-departmental Research
I became best friends with our mid-market sales reps to understand user concerns.
User Interviews
I became acquainted with users to understand their motivations and their comfort zones.
Competitive Analysis
I took a sneaky peek at our competitors' and Best at SaaS companies’ playgrounds.
Stakeholder Collaboration
I had a brainstorming session with stakeholders to identify the must-haves.
Determining the customers
Using the Jobs-To-Be-Done Framework and our research. I determined the 3 categories.
The Job Executor
An HR decision maker such as an Employee experience director.
The Support Team
A Person who looks at the logistics and tech compatibility such as an IT manager.
The Buyer
A person with the authority to would make the purchasing decision, Director of Finance.
User Persona
I built a user persona based on my detective-style research.
User Journey Map
I mapped out the user’s emotional rollercoaster during their site journey.
Internal Resources Research
I talked to product managers and dug up company's marketing fossils to find elements to keep while targeting new clients.
Determine why they need this product (5 whys)
Using the 5 Whys, I dog deep to unveil why they need the product.
They are looking to invest in an employee Recognition and Reward platform.
Why?
They’ve know from research that it can improve company culture.
Why?
They want a system that is measurable and tracks all initiatives and results in one.
Why?
They want to showcase to their boss how they increased employee engagement.
Why?
They want to stay competitive in the market to attract and retain talent.
Why?
Determine User Goal Through User Stories
Bring it all together; after crafting the user story and aligning it with business goals, I ignited my design engines.
User Story for Platform Page
As an Employee experience director, I want to understand your platform offerings, so I can determine if you are a good fit for our organization to help us improve our company culture and raise employee satisfaction.
User Story
User stories are used in Agile to plan features or functionalities. The description focuses on what the user wants to do, and how that feature will help. The typical format of a user story is a single sentence: “As a [type of user], I want to [goal], so that [benefit].” For example, “As a checking account holder, I want to deposit cheques with my mobile device, so that I don’t have to go to the bank.”
Wireframing based on JTBD
I pieced together a wireframe, showcasing the main sections and page interactions.
Refinement Based On Sales Input
I listened to the SVPs’ worries and tweaked the wireframe while keeping user needs in mind.
Usability Testing With Sales
I subjected the SVP of Sales to my Low-fidelity wireframes.
User Testing
I put the improved prototype in front of users for further feedback.
Obtaining Stakeholder Approval
I listened to the stakeholder's feedback on my design and got the thumbs-up.
Final Product
Hi-Fidelity Prototype
I worked some magic with the Brand style guide to build the page and bring my design to life.
Final Thoughts
Speaking to other departments and showing them the Lo-Fi design was crucial in aligning how we communicate our services to prospects visually and with words.
If I had more time, I would have liked to user test the final prototype with users before launch.
Checkout My Other Projects
Enhancing Navigation in HR Tech
View Project
Designing convenience to win customer loyalty
View Project
Enhancing Navigation in HR Tech
View Project
Designing convenience to win customer loyalty
View Project
Bridging The Gap For
Mid-Market Acquisition
Company: White labeled
Services: UX Research & UI Design
Team: Product owner, developers, copywriter, project manager, other stakeholders, and product marketers.
Duration: Apr - Jul 2023
Bridging The Gap For Mid-Market Acquisition
Bridging The Gap For Mid-Market Acquisition
Company: White labeled
Services: UX Research & UI Design
Team: Product owner, developers,
copywriter, project manager, other
stakeholders, and product marketers.
Duration: Apr - Jul 2023
The Story
Once upon a time, an employee engagement platform craved more mid-market clients. But alas, these clients saw the platform as too "big league" with its large enterprise clientele. Our heroic marketing strategists joined forces with UX (me!) to solve this conundrum.
Business Goal
Expand their reach to Mid-Market and get more qualified leads, through the website. By having them fill out forms.
Disclaimer: I have white labeled this project to maintain company confidentiality.
Problem
Solution
Mid-market companies were giving us the cold shoulder, preferring to mingle with our rivals instead.
Time to get inside the users' heads, understand their needs, and create a page that screams, "We get you!"
Outcome
Results
Our well-researched, iterative design approach led to a page that had us all doing a happy dance at launch. We had finally managed to speak to our mid-market prospects!
The mid-market sales reps reported a 30% surge in client inquiries via the website. Time to pop the champagne!
Overview Of Steps Taken
Research
Cross Departmental Research
User Interviews
Competitive Analysis
Internal-resource Research
Stakeholder Collaboration
Outcome
User Journey Map
User Persona
Determine User Goal
Lo-Fi Wireframing
Testing
Usability Testing with Sales
User Testing Interview
Results
Hi-Fidelity Prototype
Implementation & Roll out
Research
Cross Departmental Research
User Interviews
Competitive Analysis
Internal-resource Research
Stakeholder Collaboration
Outcome
User Journey Map
User Persona
Determine User Goal
Lo-Fi Wireframing
Testing
Usability Testing with Sales
User Testing Interview
Results
Hi-Fidelity Prototype
Implementation & Roll out
Steps Taken
Cross-departmental Research
I became best friends with our mid-market sales reps to understand user concerns.
User Interviews
I became acquainted with users to understand their motivations and their comfort zones.
Competitive Analysis
I took a sneaky peek at our competitors' and Best at SaaS companies’ playgrounds.
Stakeholder Collaboration
I had a brainstorming session with stakeholders to identify the must-haves.
Determining the customers
Using the Jobs-To-Be-Done Framework and our research. I determined the 3 categories.
The Job Executor
An HR decision maker such as an Employee experience director.
The Support Team
A Person who looks at the logistics and tech compatibility such as an IT manager.
The Buyer
A person with the authority to would make the purchasing decision, Director of Finance.
User Persona
I built a user persona based on my detective-style research.
User Journey Map
I mapped out the user’s emotional rollercoaster during their site journey.
Internal Resources Research
I talked to product managers and dug up company's marketing fossils to find elements to keep while targeting new clients.
Determine why they need this product (5 whys)
Using the 5 Whys, I dog deep to unveil why they need the product.
They are looking to invest in an employee Recognition and Reward platform.
Why?
They’ve know from research that it can improve company culture.
Why?
They want a system that is measurable and tracks all initiatives and results in one.
Why?
They want to showcase to their boss how they increased employee engagement.
Why?
They want to stay competitive in the market to attract and retain talent.
Why?
Determine User Goal Through User Stories
Bring it all together; after crafting the user story and aligning it with business goals, I ignited my design engines.
User Story for Platform Page
As an Employee experience director, I want to understand your platform offerings, so I can determine if you are a good fit for our organization to help us improve our company culture and raise employee satisfaction.
Wireframing based on JTBD
I pieced together a wireframe, showcasing the main sections and page interactions.
Refinement Based On Sales Input
I listened to the SVPs’ worries and tweaked the wireframe while keeping user needs in mind.
Usability Testing With Sales
I subjected the SVP of Sales to my Low-fidelity wireframes.
User Testing
I put the improved prototype in front of users for further feedback.
Obtaining Stakeholder Approval
I listened to the stakeholder's feedback on my design and got the thumbs-up.
Final Product
Hi-Fidelity Prototype
I worked some magic with the Brand style guide to build the page and bring my design to life.
Final Thoughts
Speaking to other departments and showing them the Lo-Fi design was crucial in aligning how we communicate our services to prospects visually and with words.
If I had more time, I would have liked to user test the final prototype with users before launch.
Checkout My Other Projects
Enhancing
Navigation
in HR Tech
View Project
Designing convenience to win customer loyalty
View Project
Enhancing
Navigation
in HR Tech
View Project
Designing convenience to win customer loyalty
View Project
Checkout My Other Projects
Enhancing
Navigation
in HR Tech
View Project
Designing convenience to win customer loyalty
View Project
Steps Taken
Overview Of Steps Taken
Cross-departmental Research
I became best friends with our mid-market sales reps to understand user concerns.
User Interviews
I became acquainted with users to understand their motivations and their comfort zones.
Competitive Analysis
I took a sneaky peek at our competitors' and Best at SaaS companies’ playgrounds.
Stakeholder Collaboration
I had a brainstorming session with stakeholders to identify the must-haves.
Determining the customers
Using the Jobs-To-Be-Done Framework and our research. I determined the 3 categories.
The Job Executor
An HR decision maker such as an Employee experience director.
The Support Team
A Person who looks at the logistics and tech compatibility such as an IT manager.
The Buyer
A person with the authority to would make the purchasing decision, Director of Finance.
User Persona
I built a user persona based on my detective-style research.
User Journey Map
I mapped out the user’s emotional rollercoaster during their site journey.
Internal Resources Research
I talked to product managers and dug up company's marketing fossils to find elements to keep while targeting new clients.
Determine why they need this product (5 whys)
Using the 5 Whys, I dog deep to unveil why they need the product.
They are looking to invest in an employee Recognition and Reward platform.
Why?
They’ve know from research that it can improve company culture.
Why?
They want a system that is measurable and tracks all initiatives and results in one.
Why?
They want to showcase to their boss how they increased employee engagement.
Why?
They want to stay competitive in the market to attract and retain talent.
Why?
Determine User Goal Through User Stories
Bring it all together; after crafting the user story and aligning it with business goals, I ignited my design engines.
User Story for Platform Page
As an Employee experience director, I want to understand your platform offerings, so I can determine if you are a good fit for our organization to help us improve our company culture and raise employee satisfaction.
User Story
User stories are used in Agile to plan features or functionalities. The description focuses on what the user wants to do, and how that feature will help. The typical format of a user story is a single sentence: “As a [type of user], I want to [goal], so that [benefit].” For example, “As a checking account holder, I want to deposit cheques with my mobile device, so that I don’t have to go to the bank.”
Wireframing based on JTBD
I pieced together a wireframe, showcasing the main sections and page interactions.
Refinement Based On Sales Input
I listened to the SVPs’ worries and tweaked the wireframe while keeping user needs in mind.
Usability Testing With Sales
I subjected the SVP of Sales to my Low-fidelity wireframes.
User Testing
I put the improved prototype in front of users for further feedback.
Obtaining Stakeholder Approval
I listened to the stakeholder's feedback on my design and got the thumbs-up.
Final Product
Hi-Fidelity Prototype
I worked some magic with the Brand style guide to build the page and bring my design to life.
Final Thoughts
Speaking to other departments and showing them the Lo-Fi design was crucial in aligning how we communicate our services to prospects visually and with words.
If I had more time, I would have liked to user test the final prototype with users before launch.
Checkout My Other Projects
Enhancing Navigation in HR Tech
View Project
Designing convenience to win customer loyalty
View Project
Enhancing Navigation in HR Tech
View Project
Designing convenience to win customer loyalty
View Project