Unify Square
June - September 2018
Roles: Web Designer, Inbound Marketing Intern
Tools: Illustrator, Unbounce, WordPress
Introduction
During the Summer of 2018, I interned at Unify Square, an IT software company and Microsoft partner. I was responsible for redesigning promotional landing pages, creating graphic marketing materials, and managing WordPress library content. The following is a redesign of a landing page promoting a software demo.
The Problem
The original promotion page was content heavy and required navigating through multiple tabs to get the full description of the product demo. The depth of information was useful but hard to digest, which made the goal of attracting new leads challenging.
Original Promotional Landing Page
Process
Research
To get a better grasp on the target audience, I consulted my manager and marketing team members about the typical demo user. From a series of informal interviews, I deduced that PowerSuite software is used to assist IT consultants who are well versed in industry language and require precise, technical evidence to generate buy in. I did a quick competitive analysis on another industry leaders and found that although their software was less technical and clunkier, their marketing materials were cleaner, more user friendly and visually effective. Additionally, I read an Unbounce ebook on conversion centered design to implement best practices for successful landing pages.
Design
In order to maintain brand consistency, I catalogued the main color scheme, fonts, and logos into a guide.
Brand Language Guide
I then broke down the content into general sections and pulled out compelling information for headers. Once the content was refined, I created a logical flow of hierarchy to present the information in as the user scrolls. I iterated through several layout sketches to create diversity in the information presentation.
Initial Wireframe Sketches
After a few revisions with my manager, I created graphics in Illustrator, implemented the wireframes in Unbounce, and integrated Marketo form linking. The final product resulting in a 15% increase in conversion goals.
Final Landing Page Implementation
Reflection
I enjoyed this project because it allowed me to integrate design into an area where it was previously not prioritized. With more time and better web design skills, I would have refined the layout and iterated through A/B tests to see which formats attracted the most conversions.