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Web Redesign

In redesigning Zype’s website and adjusting the messaging to be more inline with the target audience, we were able to achieve a modest but steady increase in qualified leads.

Zype is a platform providing video businesses with an all-in-one solution to manage, publish and sell their videos on all devices. The primary goal of redesigning our main marketing tool, the website, was to achieve an uptick in qualified leads filling out the request demo form, the main call-to-action the site drives toward. In addition to bringing focus to the messaging, we were tasked to freshen up the website with a significant facelift. With a short timeline and few people on the project (one designer: myself, and one developer) we knew we had to tackle this as efficiently as possible.

What role did I play in this? UX discovery, wireframing, assisted in copy, design, video production

Discovery and project planning

Discovery and project planning

If we were going to more effectively focus messaging and targeting to, well, our target users, we first had to be on the same page as to who these people were. Engaging with actual customers and our Customer Success team, we finalized on a few key personas who had potential buy-in for our product.

With our personas and some competitive and comparative research, we honed in on our most powerful products and “Jobs to be Done” solutions to create an IA around. To target the CEO-types, we included high-level headlines and copy highlighting the value Zype can bring to their businesses. To target product managers and developers, we included more contextual and technical descriptions when appropriate.

Wireframes and grid layouts

Wireframes and grid layouts

With few resources and limited time, we decided to simplify the design and development phases with reusable and easy-to-develop grid layouts. I started by letting the content drive a few of the wireframes. We then deduced grid layouts from these wireframes so we could reuse in the design and development phases — if the content called for it, of course.

Design time

Design time

To balance out the sometimes dense, technical copy, we wanted to give the website a light, fresh feel and add splashes of color for some fun. Since we saved time with our reusable grid layouts, I was able to put some effort in creating effective images and video walkthroughs that provided support to the copy.

Overall, we launched a clean and fresh redesign and achieved messaging that targets both the CEOs by showing the value we can bring their businesses, and product managers and developers by technically describing our platform’s capabilities.

See the website live at zype.com. Bear in mind, pages may have been altered since this redesign launched.

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