Sailthru—
Website Redesign

A website redesign for an enterprise SaaS business that increased sales leads by 100%.


Sailthru, a division of Campaign Monitor, is a leading enterprise marketing platform that helps brands and publications provide personalized content experiences. After enlisting Frank Collective to reimagine its website and digital brand. I joined as Lead UX Designer and Strategist on the project. I worked closely with the CCO, an account director and a graphic designer.

The result was a website that doubled qualified leads, increased dwell time, and improved brand perception. Beyond business metrics, the site won two CSSDA awards for best UX design, best UI design and won an AWWWARDS Site of the Day honorable mention.


Lead UX Strategist & Designer 
UX • UI • Research • IA • Branding Workshop • Exec Presentations • Customer Interviews • Stakeholer Interviews • User Testing 
Agency: Frank Collective
2020
sailthru.com

Finding focus: showcasing Sailthru’s best-in-class customer experience.



To start the project we conducted an in-person workshop with core Sailthru stakeholders. This was an opportunity to ask questions, learn more about the product and the company culture, align on problem areas and share our unique point-of-view around user experience and brand strategy. We solicited website pain points to make sure we fully understood how the business saw its challenges.

Stakeholder Pain Points Survey


We conducted user interviews with 15+ customers and internal stakeholders across sales, solutions, product, and marketing. From these interviews, we distilled key insights that helped us understand what was happening behind the scenes and form core brand pillars. One key takeaway came up in every conversation was that Sailthru was a partner, not just a platform. There was no indication of this on the existing site. We incorported this insight into our target personas and user journeys and anchored our recommendations for the redesign to this brand value.
 
Brand Principle: Best-in-class customer experience
Insight: A partner not a platform.
Target Persona: The Daily User
User Journey: Event Signup


Emphasize results: meet user’s appetite for credibility


Leveraging data from heatmaps, clickmaps, journey maps and screen recordings we created design recommendations grounded in data that melded naturally with our brand strategy. Through user data we were able to conclude that there was a huge demand for proof of credibility in the form of case studies, testimonials and proven metrics and results. We made sure to anchor our design around these content types.
User Research: Users are clicking on client logos more than any other element on the existing homepage.
Insight: Meet user demand for proof of credibility through testimonials, case studies and proven metrics and results.
Target User: A fictional target persona looking for case studies and testimonials.
User journey: A fictional target persona looking for case studies and testimonials.
Site Map (Detail): Customer and case study section with content outline.

 

Discovery: Research & Interviews 


We conducted user interviews with 15+ customers and internal stakeholders across sales, solutions, product, and marketing. From these interviews, we distilled key insights that helped us understand the goals  of our users and form brand pillars meant to embody the core values of Sailthru and provide a framework for all future marketing and design efforts. Here’s a quick summary of the tenants we developed:

  • High Touch Customer Experience: A partner not just a platform. 
  • Effective: A powerful platform with the right features and roadmap for the future. 
  • Simple to Use:  A platform that makes it easier to do more with less.
  • Results-focused: Meet user appetite for proof of credibiility.



Insights: User Testing



Leveraging data from heatmaps, clickmaps, journey maps and screen recordings we created design recommendations grounded in data that melded naturally with our brand strategy.




Personas & User Journeys


Personas brought insights to life by connecting our learnings to target users and their respective user journeys.

IA & Content Design


The information architecture of the new site was based on our brand pillars and validated with our personas and user journeys. The site maps highlighted important content by section, key CTAs and onsite links as well as opportunities for personalization and testing. This milestone in the project alligned stakeholders and streamlined the wireframing and content creation process.
Exisiting Site Map Overview
New Site Map Overview
Home Page Outline Ipsum...
Product Section Outline
Customer Section Outline
Community Section Outline
Resources Section Outline
Company Section Outline
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Wireframes & Content Planning


The detailed site maps made wireframing and content design a relatively seamless process. With stakeholders alligned, I translated our plan into wireframes rich with UI elements that would bring content to life. And merchandising the site with a variety CTAs made sure users never lost their way and the brand never lost it’s presence.












©2024 Jesse Mann