Interactive and Motion Design
OutRank by Rogers provides small business with online marketing solutions and expertise so that they can leverage the powerful marketing tools bigger guys have at much less cost and time investment. When I joined the team, OutRank was a tight-knit, agile startup-style business just exploding onto the market. Like most startups, things moved quickly and needs were many, but a review of the product, ongoing user feedback, and product data revealed some gaps in crucial user experience touch points that needed to be re-strategized.
Dealing with a complex set of technologies and services like online marketing tool can be bewildering even for the tech savvy. A high-level pain-point we revealed was a lack of understanding of our products at varying stages in terms of functions and outcomes. This prompted our team to take a step back and focus on creating a more thoughtful online experience that would foster user engagement, education, and understanding of the OutRank products at the right cadence and providing the ideal amount of content at each stage.
The revamped user experience spans multiple touch points including the main OutRank website, segment specific marketing sites, prospective banner ads, as well as an on-boarding funnel which includes a video, orientation website and email drip campaign. All digital properties are enabled with analytics to provide insights into the efficacy and behaviours of each touch point. Along the way, through A/B testing and data-driven insights, each touch point has evolved to best suit specific user needs and business goals at each step.
role: Brand Strategy, UX/UI, Motion Design, Front-end Development
Client: OutRank by Rogers