Driving growth for singular.net
A strategic redesign for a marketing analytics company that unlocked KPI success and boosted brand awareness through a purposeful website transformation
Brand: Singular
Role: Art Director, Design Lead, Project Manager
Team: Mathew Barnes, Creative Director + Laura Leigh Landoff, Illustrator
Singular is a marketing analytics platform that gives companies a complete view of their ROI by providing attribution and full-funnel marketing data.
Challenge
The company's previous website faced challenges in maximizing conversions, lacked educational content and intuitive user flows, exhibited slower loading speeds, featured a suboptimal CMS user experience, and lacked a distinct brand personality.
Solution
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Research & goals
Stakeholder interviews, brand and tech audit, competitive landscape analysis, scope of work, and project timeline
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Sitemap, content blocking & wireframes
Whiteboarding sessions with Product Marketing and Growth, sketches, lo-fi comps and prototypes
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Visual design
The brand identity was being refreshed in parallel to the website redesign. This added a layer of complexity but enabled us to work with an Illustrator to create custom illustrations and iconography
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Dev handoff & QA
Seamless handoff of comps, documentation, and all files were exported and organized into a page and section system
Whiteboarding, sketches and lo-fi comps
The visual design process for diagrams, illustrations, and icons. Illustrations & icons by Laura Leigh Landoff
Visual design flushed out to hi-fi comps
Dev handoff
All files were ready for the web, organized in folders that followed the sitemap of the website, the Zeplin file and the Adobe Xd prototype had every page of the website available.
QA was honestly a team effort, my CD and the marketing team, all helped to catch any bugs and reported them in our Slack channel. I handed off feedback via a spreadsheet and also a bug reporting program.
Results & learnings
Initial results show an uptick in pageviews and new visitors since the launch in May.
A lot of people don’t scroll
A lot of clicks to log in, product, and about us
After watching what’s going on in Google Analytics and Hotjar to find areas of improvement I’m currently iterating on our top 3 pages - the homepage, demo page, and one of the product pages.
The value
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Boost in web traffic, the site became more crawl-able, and the brand stood out distinctively among its competitors
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Quicker page speeds were possibly due to the way the site was coded and small amount of plugins that were used
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The Marketing team was able to do their work more efficiently because of the UX of the CMS and documentation created
