Use Case: Excelero
Product Design Strategy
My motto: constant improvement for the better!
In a twist of fate, I joined Excelero in 2017, when the company had just launched its product. My first project was to create an explainer video, then I conducted an audit of the company’s website, and as a result, was brought in to lead their design and marketing efforts.
My goal was to build brand awareness, design and promotion of the product, by providing accessible content, delivering the company message globally, conducting UX research, increasing conversion rate, supporting, and progressing social engagement.
As a lead product designer, I worked with my team on developing product & marketing strategies, designing website, assets, building information architecture, scaling up our audience, number of customers and partners, with help of analysis of the measurements.
- Website design
- Analytics and UX research
- Branding (based on inherited logo)
- Collateral creation
- Social media channels management
- Events preps, design and participation (webinars, conferences)
- Video production (interviews, explainer videos)
End-User Needs
Find the right product to increase performance.
Learn about NVMesh benefits, use cases, and business success by using it.
Website
Interaction • Engagement • Web Presence
Excelero Goals
Solve Big Data infrastructure challenges.
Provide information about the product, conduct case study, engage.
The steps of building success.
As a start, my priority was to establish the brand awareness and style consistency to move forward with assets creation. Based on the inherited logo I worked on a style guide for Excelero. I began with a color palette, typography, iconography, usage of logo, and the standards of visual assets.
User experience research and website audit.
My review of the existing at time website pointed at several crucial aspects that were missing, so that fact was creating the challenges for the company for reaching out a bigger, right audience.
My goal was to improve efficiency and visibility of web presence, smooth user flow, detect weak points in campaigns that affect web performance, by finding technical errors, identifying SEO problems, analyzing design and UX, assessing website content.
Interactive design principles – UX research, and UI design: I implemented a qualitative approach to find the pain points of the visitors. With the help of the tracking visitors’ behavior platform (recordings, heatmaps) I was able to identify visitors’ struggles, friction problems, usability, and accessibility issues. The quantitative research also indicated low visitor rate, high drop-off, etc. Knowing the demands of B2B relation, I came up with a new idea of increasing emphasis on providing accessible content, SEO, designed a new site anatomy – from top navigation to the bottom sections and footer, emphasizing topical elements (using space, color, animation), added essential CTAs. I worked on user flow, so the visitors would be able to surf the website freely, find the information they needed, subscribe for events and updates, download the documents (White Paper, Use Cases, Solutions), so the user experience would be efficient and user-friendly.
Behind the curtains…
Working closely with cross-functional (XFN) partners (Engineering, Product Management, Content Research, etc.) my team and I integrated several platforms to efficiently run the website and successfully execute the plan of growing the network, doing user research, keep analyzing the industry, user behavior, and needs. We implemented analytical tools, gathered the data on daily/weekly basis. It helped to improve core user work flow, increase number of new and returning visitors.
Complexity of the website structure for different end-user needs.
Our primary users – website visitor who need to learn more about the company – Excelero, and its product – NVMesh, benefits, and ROI. The website was built outlining our end-user needs, providing accessible content, informational materials, collateral, videos, landing pages. Events page with upcoming and past webinars, shows. CTAs, forms, and subscriptions serve a gathering-lead purpose, by gaining more followers, spreading the word, drawing more traffic to the website.
Our secondary users – Excelero’s partners, distributors, and customers. For them, we provided several channels, a portal, and platforms within the website. Core and support features:
The outcome and success.
Tremendous work was done to meet the users needs and expectations. My team went extra miles creating the content, building informational platform about the product, case studies, use cases, videos, webinars, and marketing promotions (SM channeling, events, newsletters, etc).
The new website was launched in January 2018, and an updated version is coming up soon. Based on interaction design principles, a new anatomy of the pages, consistent design, functionality, cognition, and engagement, the accessible information was provided, landing pages with forms, filtering, searching features, promoting content, added CTAs and redirects. As result, we increased the visitor traffic 2.3 times. The user flow got improved dramatically: growth numbers of new and returning visitors, page views and session duration, click-through, new followers, positive feedback from customers, partners, and even competitors.
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