Overhauling a Startup's Online Presence
Creating a Brand Identity and Interest in Potential Users
Omniscale.io is a B2B startup aiming to help entrepreneurs branch into retail from e-commerce using a concierge outbound sales service and database. As they prepared to fully launch their company, the Omniscale.io team wanted a public presence that highlights their powerful features for potential customers and investors. However, their existing landing page did not highlight their key features well nor did the founders know how to approach creating a social media presence.
MY ROLE
UX Researcher
UX Designer
Social Media Manager
TEAM
Cofounders
DURATION
19 months
My challenge was to redesign the existing website and create a strong social media presence for the new brand.
Auditing the Current Website and Establishing a Brand Identity
Entering this project, I met with the founders to understand their business. I needed to understand Omniscale.io's mission, product, and target users. After unpacking their goals as well as their desired brand identity, we audited their existing website and unpacked feedback from their current users. While they enjoyed the simplicity and ease of editing on the current site, it did not stand out nor highlighted their offerings well. The call to actions were not engaging while its product explanation was vague and created more confusion than clarity. Additionally, the site was not mobile friendly where many potential clients viewed their website. As a product aimed at helping e-commerce founders branch into retail, the website needed to highlight exactly what they could bring to the table. This solution and identity also needed to be reflected on their social media to build Omniscale.io's online presence.
Key Learnings:
Need for established brand identity and marketing
Lack of mobile responsiveness and clarity
Information overload and lack of industry language familiarity
Marrying Stakeholder Needs with User Feedback in Establishing a Brand Story
Using feedback from Omniscale.io's target users, I tested a variety of options and interactions. While the founders felt strongly about certain layout decisions and wording, I also wanted to make sure the website would be one that also worked for users. To tackle the issues revealed by research, I decided to use an example customer case study to highlight's Omniscale.io's features and exactly how they can help the target user.
Adding Polish and Cohesion to Designs that Meet Testing Goals
After meetings with the founders, I updated the design around the primary brand color to add cohesiveness. I added back dimension and movement, creating new graphics that fit the market. I made changes to make the landing site more visually accessible and immediately understandable to improve user trust and awareness without losing interesting detail. While gathering feedback, I simplified many of the animations to reduce user overload while maintaining their attention.
Continuing Improvement Beyond Launch
After rounds of feedback with the founders, we settled on Omniscale.io's initial public website launch. Past the bounds of this project, I continued to bring new updates to the website to further build user interest and trust. After the launch of the website, Omniscale.io obtained their first 4 customers, closed 50% of demos, increased their demo closing rate, increased organic search and referrals to the website, and gained a $6,000 annual contract value project. I also led their social media initiative, gaining 20 followers on Instagram and gaining new leads to their website.
With this project:
Acquired an additional $100K investment fund.
More closed demos and new leads from their public facing website and Instagram.
Mobile and various breakpoint functionality.
