UX Design / Front-End Development
Overhaul of the full web experience
- Deliver French site by international launch of Business Planning Cloud and opening of the French office
- Develop mulitiligual Drupal 8 proof of concept starting with France, and quickly turn around to rescue JP site
- Set solid foundation for migration of Drupal7 sites to Drupal8 (US, UK, ANZ)
- Pass all tests for translation, localization, and migration requirements
Improve visual design and user experience
- Visually channel the brand positioning, strategy, and personality
- Create UX with the least amount of friction
- Reduce the amount of space/time between a visitor and their objectives (business objectives)
- Make our presence feel more human and alive
- UI / UX design
- Front-End Development
- Project Management
- Gathering requirements
- Scope Definition
- Improved demand generation, driving 30% more leads
- Reduced cost and dependency on external resources
- Consistent brand and user experience for company sites
- Custom Sketch UI kit. Improved UX review process
- Defined quality target and standards
- Developed solid foundation for migrating Drupal 7 sites to Drupal 8
Adaptive Insights is a customer-experience brand. Customer-centricity has been a through-line since the company’s founding. We needed to double-down on putting people (visitors, customers, partners) at the center.
Where customer experience shows up:
- Ability to listen to customers and integrate their POV in our products and thinking
- Intuitive, easy-to-use products
- Commitment to customers’ success and lengths we go to solve customer problems
- Key Performance Indicators
- Belief in better future for your users, and the courage to do what’s necessary to get them there
Identified Personality Traits:
- Bold (Committed, confident, courageous, innovative, expert, visionary, respected)
- Optimistic (Motivating, continuous improvement, reliable, influential, positive)
- Helpful (Trustworthy, practical, accessible, reliable, caring, empathetic, warm)
These keywords are critical and will stand the test of time.
They sat at the heart of everything that I’ve designed and built for this project.
Q: How do we do this?
A: Go back to the fundamentals
- Consistent branding
- Clean, legible, and readable typography
- Engaging content that drives emotional experiences
- Consistent messaging, tone, and voice
- Clear visual hierarchy and layouts
- Better use of whitespace
- Defined UX and design guidelines
- Defined quality target for imagery and video
- User-first mindset
- Don’t underestimate and/or overwhelm our visitors
- Simplified, linear user journey/flow
- Conversational messaging
- Intuitive navigation and menus
- Color as a functional element
- Contextual conversion pages
The anatomy of a landing page
I’ve found that most effective landing pages can be broken down into modular design patterns.
- Header – Logo and navigation
- Hero with bold claim – We are the best
- Banner / Advertisement
- Product features, capabilities and/or services
- Product differentiation with screenshots and short copy – Here’s why we’re the best
- Analyst / Expert reports – Gartner, Forrester, BPM
- Customer quotes – Personal vouch and a human touch
- Newsletter / Sign up / Contact – We want to help you
- Keep in touch Footer – Hyperlink farm
For speed and efficiency, I created the wireframes with Sketch leveraging a custom UI kit that I’ve created for Adaptive Insights. The interactive prototypes were stitched together in InVision. This workflow allowed us to quickly gather requirements, rapidly iterate through the designs, and capture feedback from key stakeholders.
The main focus during this phase was to build a shared understanding our marketing funnel, the customer journey, and how to design optimal user flows to meet our conversion goals.
The typeface was intentionally set to Comic Sans to replicate the look and feel of Balsamiq wireframes and to prevent the internal customers from getting distracted by visual design elements.