The pathway to create a visitor to a customer.

  • Company growth and brand evolution

    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.

  • Creating pathways that converted

    Advocated for visitor’s needs first while layering in business objectives by working cohesively with a multi-disciplinary team.

  • Adapting new goals and aspirations

    As product needs shifted, the market audiences required more personalization. This required further exploration of what the homepage needed to do.

The customer journey

During the brand redesign, a big portion of that was the experience a user would take from homepage to learn more about the product. Thinking through that experience required creating reusable components that could be utilized across 6 pages. An added layer was how these pages would change as add-ons or acquisitions would occur.

  • Finding patterns

    Defining what “core” Sprout was and who they were when I started. How did we evolve the brand from that

  • Cohesion of brand moments

    Once defining the basics of the brand, we got to build out areas of the brand in unique ways that followed industry trends.

  • Consistency with actions

    As the digital landscape constantly shifts, so does the design inspiration. Shifting with the market and keeping the brand up to date

Results of redesign

+26%

Trials month over month

+144%

Enterprise trials

+55%

Corporate trials

+49%

Small business trials

What’s to come

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.

Redacted

illustration of tracy wilcox

Tracy Wilcox

Trying to make an honest living doing a craft that everyone says, “I have a cousin who does something like that”.

The pathway to create a visitor to a customer.

  • Company growth and brand evolution

    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.

  • Creating pathways that converted

    Advocated for visitor’s needs first while layering in business objectives by working cohesively with a multi-disciplinary team.

  • Adapting new goals and aspirations

    As product needs shifted, the market audiences required more personalization. This required further exploration of what the homepage needed to do.

The customer journey

During the brand redesign, a big portion of that was the experience a user would take from homepage to learn more about the product. Thinking through that experience required creating reusable components that could be utilized across 6 pages. An added layer was how these pages would change as add-ons or acquisitions would occur.

  • Finding patterns

    Defining what “core” Sprout was and who they were when I started. How did we evolve the brand from that

  • Cohesion of brand moments

    Once defining the basics of the brand, we got to build out areas of the brand in unique ways that followed industry trends.

  • Consistency with actions

    As the digital landscape constantly shifts, so does the design inspiration. Shifting with the market and keeping the brand up to date

Results of redesign

+26%

Trials month over month

+144%

Enterprise trials

+55%

Corporate trials

+49%

Small business trials

What’s to come

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.

Redacted