B2C Responsive Desktop Portal.Website. Android & Apple Mobile App.
Telecom Portal
VoxDirect explored a rebranding effort to connect current and future customers. Cloudphone aims to reduce call volume for small business owners.
Role
User Experience Designer
Tools
Miro
InVision
Sketch
Userinterviews.com
Deliverables
Mockups/Prototypes
User testing
Digital Analytics
Presentation
Team
Ed Mallory (PM) Derrick Brown (Lead Dev)
Problem
How might we improve an existing product to better serve its current customers and explore new markets?
While Cloudphone has a feature list that is robust and plentiful, there is a need to identify who the core audience of small business owners currently using the product and what features they like the most, how they are using these features in their business today and what keeps them using Cloudphone over other VoIP services in the market. Initially the core demographic was thought to be real estate agents and barbershops, but research later showed a shift in the core users of the Cloudphone product.
Solution
We wanted to narrow our focus to broaden our appeal. Our solution was multifaceted:
→ We conducted user interviews to identify a new emerging audience who would be interested in using Cloudphone. Based off the survey results this helped us find new Cloudphone users.
→ Rebranding efforts to back the messaging of Simple, Predictable, Reliable, and Accelerate.
→ Cloudphone website update to showcase the new messaging and brand with visuals that would connect the messaging.
→ Creating a new blog and email campaign while aligning these tools with the new messaging and branding.
→ Highlight the new pricing structure and top features.
Impact
→ Drove traffic to sites pricing page by 300% in first 6 weeks of release.
→ In first month after release we incurred over 300+ new sign ups driving in $20,000+ worth of new business to the company.
→ Identifying the core audience was key so we can build to the needs and pain points of those small business owners and provide improvements as we learned more about those needs.
Key Features & Screens
Messaging & Branding
Cloudphone’s new brand colors are a reflection of the adjectives simple, reliable, predictable and accelerate. With this new direction, we brought in illustration and fresh visual perspective to bring a more common modern web design approach to the website.
Website and Email Update
With the usability update of the website, we were able to create a new site map that all users to more easily find the pricing pages and add features to their plan as they see fit, giving the pricing page a customizable approach to it. Placing the pricing page call to action on the top navigation bar increased the number of clicks to the page and overall time spent on the pricing page.
Takeaways
→ The biggest obstacle in this project was not having a clear understanding of who our users were. Not having a base of current customers to talk to was a challenge all in itself. We had a handful close relatives and former employees who gave their input on how they used the product, but I was unable to elicit the opinion of someone who has no ties to the company, but still religiously uses Cloudphone for their small business.
While we were able to identify what features users were using the most, we never got to the bottom of why they are using those features and what are they using it for.
Not having access to users made it difficult to facilitate human center design and made the project move slower than originally intended. Some design decisions were not made based off data, which put this project at risk. This concern was raised by me to the executive level on numerous occasions throughout the process.
→ Unifying the brand under a core of key adjectives helped keep everyone informed of the direction we were going with our messaging and that message was passed on through all facets of the organization; marketing, customer service, product, sales etc.