Web Rebrand and Redesign
Channel Marketing Site for SaaS Technology Company
One of the great things about working at StorageCraft was the the chance to work on large-scale creative projects with multi-disciplinary teams. My role on their corporate web redesign was to lead the information architecture process, create the sitemap, coordinate content creation, and facilite selection of a third-party design and development consultant.
This six-figure redesign project for an international SaaS company involved over 150 primary pages, plus thousands of individual URLs for localization and secondary digital assets to support full-spectrum product and content marketing.
This launch-day praise from a user in Europe might be a little over the top, as there are always improvement opportunities, but it's representative of the responses to the new design that continue to come in:
"Dear Sirs, in one sentence - I have been waiting for your new website, and it has become perfect.
Modern, intuitive, clear and with good performance. A really big hit."
~ RG - Storagecraft Partner - Germany
New Home Page Layout & Navigation
The new design concept addresses detailed feedback we gathered from our user community about their top information and action needs when they visit the site, as well as improving ease of navigation and clarity of the company message. Data gathering tools included the Qualtrics survey platform, formal focus groups, and facilitated partner advisory meetings.
New Home Page Corporate Overview Video
Part of my content development and coordination role included re-imagining the media mix and placement for the site. I collaborated with our marketing communications and design team on 10 important videos we needed for our go-live date. For this one, I was called on by the team to write the script and provide the voiceover for the narration.
Sitemap Created for Designers, Developers and the Content Team
The sitemap went through a number of revisions during the scope and content development phases. I needed to gather and organize navigation, function, and content requirements from a number of technical teams in the company, including engineering, support, product management, product marketing, sales, and business development.
Corporate Site Before the Redesign
This is how StorageCraft's website looked before the redesign. Users complained that the navigation was confusing and inconsistent, important items were hard to find, text was too dense and point-product focused, menus were crowded, and that there was not enough information about the company's high level value proposition.
