Brief

The marketing department needed a way to increase the amount of self-serve video content and use cases, for personas beyond the Product Manager. Instead of telling customers what Pendo can do, we needed to show them – with screenshots and interviews directly from other Pendo users.

Objective

The goals for the project were to create place where customers can find guidance and inspiration directly from other customers; to increase the amount of video content we offer; to have a scalable site that can accommodate a growing number of stories and categories; to establish patterns for our website based on our newly refreshed visual identity; and to be able to easily pull content for other channels (blog, social, paid ads, sales, etc.).

Process

I was the only designer working on the project, collaborating with two writers, two developers. The project lasted four weeks from kick-off to a live site. This tight timeline included the interviews, story writing, video editing, site design, and site development. It all had to happen in parallel. We met twice weekly for status updates and to discuss goals, wireframes and iterations, dev constraints, and strategy. Because we had a very clear idea of structure and a tight timeframe, I began with mid-fidelity wireframes.

Considerations

The microsite needed to be easily navigable, show immediate value, and be scalable. We asked the following: How do we surface information up front so a user can truly self-serve relevant stories? How to we account for stories with no video, just product shots? How do we encourage submissions? How do we account for anonymous stories and multi-author stories? How can we drive adoption of Pendo Free? How do we use our refreshed brand identity and use this as a testing grounds for it? How do we create a repeatable pattern for social content?