Challenge

Brandwatch’s Service teams are a huge resource for clients and it was decided to combine this teams under the Customer Success umbrella. This more closely tied the Customer Success Managers, with Professional Services, Research Services and Education and Training teams. The idea, to create a high quality customer experience and build strong relationships right from the start of the customer journey.

My task was to communicate the benefits of this new connected offering on our website.

User Personas

Working closely with the Head of Customer Success and Marketers we explored and discussed which user personas we wanted to focus on, discussing their needs and attributes.

I created a top level user journey for the page, marrying up sections of content with the 4 chosen personas.

Workshop

Taking the user journey I then facilitated a workshop involving designers, web developers and marketers to explore how we could serve up the content.

From the session, several key points repeatly arose, including the importance of showing a human presence, showing real people (from the teams) on the page, as well as customer advocacy to reinforce the value.

Design

Taking the findings of the workshop and previous activities, I experimented with various layouts and designs.

Working closely with marketers we discussed and debated the hierarchy of content, and how this would be applied responsively across screen sizes.

Photography

With an emphasis on authenticity and showing real people, I planned and art directed photography for each section of content.

Sourcing staff from each team, I organised, shot and edited the scenes.

Going live

Working with the web developers we brought everything together, making final tweaks and refinements, creating a page that reflects the initial vision.