Art Direction, Project Management, UX/UI, Visual Storytelling, Web Design
Zapproved Website
The old website was outdated and felt like a law firm based on the images and content. No where did we show our product and we had more people visiting the Community page as potential employees than for our software. Partnering with product and content marketing for the updated language and the web developer for implementation, we overhauled every single page redesigning from top to bottom. I integrated user experience and interface design to improve accessibility and our product’s visual story.
*Note: Current dotcom website is being sunsetted after acquisition and is no longer being maintained.
Modernizing the company website with improved accessibility and visual storyelling
Updating the home page was first priority. Using the popular and trendy tech style of flat people as the main image to help the brand feel like modern tech company at first glance was as essential as the product copy. What did Zapproved actually do? The company was selling legal ediscovery software — making that plain and simple for potential customers. Adding multiple locations for the buttons, keeping the brand colors and icon styles consistent throughout, bringing in real customer testimonials, and the latest news courtesy of the blog.
The product page was the first time showing motion graphics and real images of the actual product.
Continual improvements were made with the company website based on feedback, analytics, and user experience.
My Role
Led the branding, user experience, and interface design of the company website in collaboration with the product marketer, content, and web developer. In this case, I recommended a lot of the designed content and showed why it was necessary. Maintained the website with continuous improvement, quality assurance, created templates, and trained super users. Managed changes to the Wordpress and Pantheon environment bringing in developers as needed for backend maintenance or deep frontend development.
Art Direction
Branding
HTML/CSS
UX/UI
Visual Communications
Web Design
WordPress Manager
Outcomes
Increased click-though rates for demos by 200% leading to more sales leads and ultimately closing on deals. This was tracked through Salesforce and proved a great return on investment.
Improved accessibility by removing the old brand green which didn’t pass web standards and making sure images had alt tags.
More site visits with shorter bounce rates and improved Google Search results through extensive SEO focus like sunsetting pages that no longer were being linked to, increasing blog word counts, optimizing images, cleaning up broken links, removing extra code, and much more.