RipeMetrics

The New Customer Experience Management Platform

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Web Design
UX/UI
Visual Design
WordPress
I was responsible for designing their site as well as the associated marketing landing pages, blog posts, and social media imagery to a lesser extent. I was in a position that required collaboration between the marketing, software, developer teams, and the CEO

The Challenge

The case involved redesigning the existing site. While functional, it lacked the brand identity and aesthetic that encompassed what would later become the company’s style and personality.

Ideation and Vision

The software was sophisticated and provided several services. Requiring significant brainstorming to understand how to showcase and sell the product. While some hoped to add all content possible; only select vital content should share the home page persisted among the design team

Starting the Case

The main site and landing pages began with black and white
low-fidelity mockups, progressing into high-fidelity, then developed in WordPress with user testing soon after. Maintaining consistent collaboration between designers and leadership.

The Competition

A creative audit was conducted to compare the commonalities, weaknesses, and potential of similar platforms.

Satmetrix

Satmetrix’s website lacked the rich introduction that could be achieved above the fold. Nevertheless, the transition from sections was a concept we adopted sparingly into the design for a breathable and clean layout.

Flowhub

Flowhub’s focus on great customer service was reflected through their humanistic use of blob design, people, and energetic color choice. Demonstrating the natural impact of real people accompanying a real product.

Qualtrics

How Qualtrics compartmentalized the features of its software demonstrated care and elicited trust. While not fully intrigued by it’s overall composition, we took partial inspiration for how to display key platform features.

Reaching High Fidelity

Empowered by the findings of our competitors, RipeMetric's new identity started to emerge. We began to use the brand colors more diversely and focused on showing real imagery that would fit our user demographic

UX Testing

My focus was on accessing the length, type, and if the humanistic imagery was both aesthetically and practically successful. The following were the critiques and responses:

User Critique

Response

  • Too much type density and occasional jargon

In revisions we condensed a lot of type while further highlighting the message of what the platform solves.

  • More information needed about installation or how the customer rating messages would be sent.

We emphasized the three main steps of how the platform works along with real imagery of the corresponding steps.

  • The content within the bold orange section gave the impression to be more essential and incorrectly gained more hierarchy compared to the rest

We reorganized the content to display what users considered the most important content closer to what was above the fold.

  • Users wanted more real screenshots or previews of the software in action.

We brought the software front and center as much as we could. Showcasing screenshots and matching imagery.

Final Site

We assessed the commonalities within the different tests and implemented them to design the finalized product.
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Marketing & Sales
Landing Pages

One marketing strategy I was introduced to was the sales funnel. This concept involved strategically targeting users with matching and unique landing pages. Ranging from single pages such as this one or long form content several sections in length.