SelfieSign

▍Project Overview

I. Background

I worked on the project with a content writer for one year, serving as the marketing strategist, project manager, and UI/UX designer. In this role, I was responsible for project planning, research, website design, and marketing campaigns.

II. Goal

Increase website traffic and engage our target audience via website.

III. Outcome

After launching the website in January 2021, I conducted a comprehensive marketing campaign utilizing various methods such as advertising, events, social media, and newsletters to increase website traffic. The campaign yielded significant growth in the site's metrics, and here are the year-over-year comparisons for 2020 and 2021.

Reach the traffic growth rate by 200%↑

Achieve SaaS user growth rate of 100%↑

IV. Problem Statement

We require a platform that effectively showcases our product and presents solutions to our target audience on how to seamlessly integrate e-signatures into their workflow while addressing their concerns about e-signatures.

V. Solution

Not only have I developed plans to increase website traffic and engage our target audience in anticipation of potential growth, but I am also committed to implementing them.

• Enhance website traffic through marketing campaigns.
  
• Generate valuable content that meets users' needs.
• Boost brand awareness through marketing campaigns.
• Gather user data from platforms such as Google Analytics and Microsoft Clarity.
  

▍Research

To gain a better understanding of the e-signature market and target audience, I conducted an analysis of various e-signature products, both domestically and internationally. After reviewing the research, I found that despite the focus of e-signature products on different countries, the solutions offered for industries and departments appear to be similar.

E-signature Market Research

The bar charts showed which industries or departments were their target audiences and helped us determine which target audience we could focus on.

Competitive Audit

I. Solution page

As we aim to expand our business into other industries, I believe that DocuSign is a better reference for us to redesign our solution page.

II. Support page

I incorporated the best features of DocuSign and DottedSign into our support page design, categorizing common scenarios based on user flow and including relevant FAQs to help users find answers quickly.

III. Pricing page

By analyzing these line graphs, I can gain insights into the target user segments and pricing strategy of the product marketing, including discounts offered for monthly and annual pricing packages, as well as the target customer segments that competitors are focusing on for product pricing.

Product Testing

To gain insights into our product positioning, understand their product's functionality, and identify UI/UX issues in our product, I conducted product testing. The findings from these tests were then provided to our developers, allowing them to iterate and make improvements on the product.

▍Sitemap

Based on the results of the competitive audit, I created a sitemap that includes web pages to improve user understanding and credibility of our product. The sitemap also helps team members to have a clear understanding of the site structure.

• Solution pages:
  To support the sales team in expanding the business through the website, I designed engaging pages targeting different industries and departments, including financial services, insurance, medical, and sales.
• Support page:
  I created support pages to provide solutions for common problems when immediate assistance is not available. These pages also include step-by-step guidance to help users get started with the product.

▍Mockup

The design of the SelfieSign website incorporates our brand color palette to maintain consistency in our brand identity. I have also focused on improving legibility by presenting information in a clear, concise, and well-structured manner for the benefit of our users. Additionally, I have implemented strategies to acquire new customers.

I. Homepage

• Herospace:
  To promote the product and future marketing campaigns, I leveraged the hero space on the homepage. Furthermore, I relocated the app store icons to the footer, reducing clutter and offering users a cleaner interface.

• Product Introduction:
  I embedded a product introduction video to offer users a clearer understanding of how to utilize the product, replacing the use of images and words for product techniques.

• Product Outcomes & Customers:
  In the new website design, I created sections that highlight outcomes and testimonials from our users to enhance customer confidence and trust.

• Target Audience & CTA:
  Furthermore, I added a section that lists the industries and departments we target for acquiring new customers, as well as a section to engage new users and get them started with our product.

II. Solution page

I designed a solution page template to ensure consistency in design and improve workflow efficiency.

• Product Feature:
  I redesigned the website by creating a dedicated Product page that provides users with detailed information about our product. Please click HERE to view the design of the product page.

• Product Instruction:
  To offer users a comprehensive problem-solving solution, I designed a support page that includes various product user flows, addressing potential issues users may encounter.

• Herospace & CTA:
  I incorporated engaging sections at the top and bottom of the page to encourage potential customers to initiate contact with us through the website, increasing the likelihood of user engagement.

• Product Benefits & Use Cases:
  To attract potential customers, I highlighted the ways in which our solution can enhance their business, and provided use cases to illustrate how it can optimize their workflow. This allows users to envision how our product can seamlessly integrate into their existing workflow.

▍Corporate Identity System

The original brand color palette was lacking an accent color that could provide contrast with the primary colors used on the website. Additionally, the primary brand color (purple) was excessively dark. As a result, I formulated a new color palette that harmonizes with the brand identity.

▍Takeaway

Designing a company website requires careful consideration of both visual design and information architecture to ensure that users can quickly find the information they need. Effective communication with stakeholders and team members is crucial to incorporate their business plans and feedback during the design process. To provide helpful content for users, I collaborated with a content writer to create FAQs and blog posts, and also conducted marketing campaigns to increase website traffic, improve search engine optimization, and generate more leads for the sales team.