01
Acquisio Website Rebrand
Role: Art Director, Designer, Copy Editor
Background: By the time I joined the team in 2017, the Acquisio website was showing its age and was in need of a branding overhaul. When the Creative Director left a few months later, I became the de facto design lead and took on many of his responsibilities, including the long-standing website update project.
Goal: Increase profitability by improving the quality of leads coming in through the website. The updated design and content was built to engage new prospects, re-engage existing customers, and support and validate the work of the sales department. KPIs like pageviews per session, average session duration, bounce rate, and conversions were monitored before and after launch.
Process: As this was my first major website redesign project, I did extensive research on website design best practices, industry standards, and trends. I discussed goals, pain points, and feature requests with management, product owners, and customer service reps, dug into target audience research and led a hardcore brainstorming session to develop a creative concept (including the ‘robot man’ and illustration track) and visual language for the new brand direction and website. I developed the wireframes, storyboards, and mockups for team discussions and rounds of feedback. I mapped out what I was able to accomplish myself with the allotted time and resources, and hired and managed freelancers from my trusted network to take on certain tasks. When content and design elements were finalized, the site was built and sent in for various rounds of reviews and approvals by stakeholders, followed by polishing and functionality testing before launch.
Results: The Acquisio website redesign was embraced by stakeholders, employees, and customers alike. Feedback was largely positive and only slight improvements were required after launch. Bounce rate decreased 5%, page views went up 6%, average session duration went up 25% and conversion quality immediately improved.
Learnings:
• Use a mockup tool, not Photoshop, for easier feedback and collaboration
• Create technical guidelines for freelancers in order to avoid delays later on (for example, illustrations being sent in CMYK colour space that needed to be converted)
• Devote more resources to the final steps of the project (like coding, testing, etc) to expedite launch
Other Acquisio projects: Digital Marketing & PPC Predictions 2019 | Mittcom Case Study | Acquisio Turing Machine Learning Performance Report 2017
• Use a mockup tool, not Photoshop, for easier feedback and collaboration
• Create technical guidelines for freelancers in order to avoid delays later on (for example, illustrations being sent in CMYK colour space that needed to be converted)
• Devote more resources to the final steps of the project (like coding, testing, etc) to expedite launch
Other Acquisio projects: Digital Marketing & PPC Predictions 2019 | Mittcom Case Study | Acquisio Turing Machine Learning Performance Report 2017
Art Direction, Design: Cassy Trussell | Illustrations: Yen Vy Vo | Icons: Dominic Baron-Chartrand | Coding: Marie-Michelle Ouellet