Web Design
SaaS
UX Design
Project management & Scoping
Creating pathways to convert a visitor to a customer: a true adventure story
Brief Overview
Maintain website with (ever-changing) brand guidelines
In 5 years sproutsocial.com went through many transformations of brand and brand expression which required working closely with art directors, developers and key stakeholders to implement all phases.
Brief Overview
Create multiple pathways for many audience-types
Advocated for visitor’s needs first while layering in business objectives by working cohesively with a multi-disciplinary team.
Brief Overview
Agile changes and updates to shift with market needs
As the product capabilities shifted, the market audiences required more personalization. This required further exploration of what the homepage needed to do.
Collaborators on project
Kelsey Gregor, Creative Director | Susan Densa, Art Director | Joey Reyes, Developer | Tippy Jackson, UX Designer | Raneq Barber, Copy Writer
Brand (r) evolution
As the market grew, so did the needs for the brand to grow. Exploration and definition was imperative to ensure a team of 30 members could expand and iterate from the guidelines.
Finding patterns to create consistency
Creating a system of re-usable components across product pages helped create an expected visual guide for visitors to understand and better consume the product information.
Designing the experience to tell a product story
Finding the balance between marketing objectives (get person to press button) to creating a seamless path for exploration so a visitor understood how they could see themselves in the product.
Push and pull of demo vs trial
Different audiences required varying degrees of product capabilities. To enable visitors to understand which was best suited for them, we would create clear CTAs aligned to product capabilities and offer visionary examples for those who would be better suited for demos.
Further exploration for inquiring minds
Understanding a business-need is one thing, finding the solution on a website is the next. Creating multiple pathways to encourage exploration while balancing the ability to scan a web page was imperative to create an experience for visitors looking to learn more.
Helpful imagery
Branding the product imagery with a story helped create a visual story for companies looking to translate their own in a product. Leading the design and story telling on the products was just as important as the page layouts.
AI Opportunity
To increase scalability of product imagery, I created AI skills that were properly taught the brand voice, the customer story, product knowledge and brand guidelines to outline cohesive story-posts, images and a multi-faceted outline of how this placeholder brand would work within the product.
Results of redesign
+26%
Trials month over month
+144%
Enterprise trials
+55%
Corporate trials
+49%
Small business trials
Homepage Personalization
Sproutsocial.com has to market to a lot of customers with varying needs. To accommodate the differing markets visiting, the solution was personalization. Identifying a core customer and creating brand expression creates a unique buyer persona that Sales can utilize to adjust how they’re selling the product.
Contribution to Art Direction
Working closely with Susan to create visuals that emphasized the excitement, usage and creativity of elements for the guidelines helped inform the web designs as well as how others would incorporate it in their work. This involved content design, visual imagery and layout exploration for different types of use-cases.
Customization of products and people
One of the most important aspects of the personalization was how the new segment saw themselves within the product. Typically they were the ones utilizing it, having to manage it and also creating content. Exploration spanning just product to product in action helped push the story forward.
AI Opportunity
Utilizing NanoBanana to create images that worked within the product. Changing the colors, expressions and images of product being featured helped create a better story of the product usage.
Web Design
SaaS
UX Design
Project management & Scoping
Creating pathways to convert a visitor to a customer: a true adventure story
Brief Overview
Maintain website with (ever-changing) brand guidelines
In 5 years sproutsocial.com went through many transformations of brand and brand expression which required working closely with art directors, developers and key stakeholders to implement all phases.
Brief Overview
Create multiple pathways for many audience-types
Advocated for visitor’s needs first while layering in business objectives by working cohesively with a multi-disciplinary team.
Brief Overview
Agile changes and updates to shift with market needs
As the product capabilities shifted, the market audiences required more personalization. This required further exploration of what the homepage needed to do.
Collaborators on project
Kelsey Gregor, Creative Director | Susan Densa, Art Director | Joey Reyes, Developer | Tippy Jackson, UX Designer | Raneq Barber, Copy Writer
Brand (r) evolution
As the market grew, so did the needs for the brand to grow. Exploration and definition was imperative to ensure a team of 30 members could expand and iterate from the guidelines.
Finding patterns to create consistency
Creating a system of re-usable components across product pages helped create an expected visual guide for visitors to understand and better consume the product information.
Designing the experience to tell a product story
Finding the balance between marketing objectives (get person to press button) to creating a seamless path for exploration so a visitor understood how they could see themselves in the product.
Push and pull of demo vs trial
Different audiences required varying degrees of product capabilities. To enable visitors to understand which was best suited for them, we would create clear CTAs aligned to product capabilities and offer visionary examples for those who would be better suited for demos.
Further exploration for inquiring minds
Understanding a business-need is one thing, finding the solution on a website is the next. Creating multiple pathways to encourage exploration while balancing the ability to scan a web page was imperative to create an experience for visitors looking to learn more.
Helpful imagery
Branding the product imagery with a story helped create a visual story for companies looking to translate their own in a product. Leading the design and story telling on the products was just as important as the page layouts.
AI Opportunity
To increase scalability of product imagery, I created AI skills that were properly taught the brand voice, the customer story, product knowledge and brand guidelines to outline cohesive story-posts, images and a multi-faceted outline of how this placeholder brand would work within the product.
Results of redesign
+26%
Trials month over month
+144%
Enterprise trials
+55%
Corporate trials
+49%
Small business trials
Homepage Personalization
Sproutsocial.com has to market to a lot of customers with varying needs. To accommodate the differing markets visiting, the solution was personalization. Identifying a core customer and creating brand expression creates a unique buyer persona that Sales can utilize to adjust how they’re selling the product.
Contribution to Art Direction
Working closely with Susan to create visuals that emphasized the excitement, usage and creativity of elements for the guidelines helped inform the web designs as well as how others would incorporate it in their work. This involved content design, visual imagery and layout exploration for different types of use-cases.
Customization of products and people
One of the most important aspects of the personalization was how the new segment saw themselves within the product. Typically they were the ones utilizing it, having to manage it and also creating content. Exploration spanning just product to product in action helped push the story forward.
AI Opportunity
Utilizing NanoBanana to create images that worked within the product. Changing the colors, expressions and images of product being featured helped create a better story of the product usage.
Web Design
SaaS
UX Design
Project management & Scoping
Creating pathways to convert a visitor to a customer: a true adventure story
Brief Overview
Maintain website with (ever-changing) brand guidelines
In 5 years sproutsocial.com went through many transformations of brand and brand expression which required working closely with art directors, developers and key stakeholders to implement all phases.
Brief Overview
Create multiple pathways for many audience-types
Advocated for visitor’s needs first while layering in business objectives by working cohesively with a multi-disciplinary team.
Brief Overview
Agile changes and updates to shift with market needs
As the product capabilities shifted, the market audiences required more personalization. This required further exploration of what the homepage needed to do.
Collaborators on project
Kelsey Gregor, Creative Director | Susan Densa, Art Director | Joey Reyes, Developer | Tippy Jackson, UX Designer | Raneq Barber, Copy Writer
Brand (r) evolution
As the market grew, so did the needs for the brand to grow. Exploration and definition was imperative to ensure a team of 30 members could expand and iterate from the guidelines.
Finding patterns to create consistency
Creating a system of re-usable components across product pages helped create an expected visual guide for visitors to understand and better consume the product information.
Designing the experience to tell a product story
Finding the balance between marketing objectives (get person to press button) to creating a seamless path for exploration so a visitor understood how they could see themselves in the product.
Push and pull of demo vs trial
Different audiences required varying degrees of product capabilities. To enable visitors to understand which was best suited for them, we would create clear CTAs aligned to product capabilities and offer visionary examples for those who would be better suited for demos.
Further exploration for inquiring minds
Understanding a business-need is one thing, finding the solution on a website is the next. Creating multiple pathways to encourage exploration while balancing the ability to scan a web page was imperative to create an experience for visitors looking to learn more.
Helpful imagery
Branding the product imagery with a story helped create a visual story for companies looking to translate their own in a product. Leading the design and story telling on the products was just as important as the page layouts.
AI Opportunity
To increase scalability of product imagery, I created AI skills that were properly taught the brand voice, the customer story, product knowledge and brand guidelines to outline cohesive story-posts, images and a multi-faceted outline of how this placeholder brand would work within the product.
Results of redesign
+26%
Trials month over month
+144%
Enterprise trials
+55%
Corporate trials
+49%
Small business trials
Homepage Personalization
Sproutsocial.com has to market to a lot of customers with varying needs. To accommodate the differing markets visiting, the solution was personalization. Identifying a core customer and creating brand expression creates a unique buyer persona that Sales can utilize to adjust how they’re selling the product.
Contribution to Art Direction
Working closely with Susan to create visuals that emphasized the excitement, usage and creativity of elements for the guidelines helped inform the web designs as well as how others would incorporate it in their work. This involved content design, visual imagery and layout exploration for different types of use-cases.
Customization of products and people
One of the most important aspects of the personalization was how the new segment saw themselves within the product. Typically they were the ones utilizing it, having to manage it and also creating content. Exploration spanning just product to product in action helped push the story forward.