Various SaaS marketing Products
Designing Digital and print experiences for a Software startupAzuqua is a digital automation platform that helps people connect their SaaS applications and create powerful automations that eliminate manual processes so they can focus on producing their best work.* The company was acquired in March 2019 by Okta.
As a lead creative working in Azuqua's marketing division, I partnered with business and product teams to define creative direction and brand experiences; as well as, produce and execute design communications for multimedia channels (print, web, environmental, social media, email).
Pricing Page Redesign
For this project, I was responsible for overhauling the pricing landing page for Azuqua's product, with the aim of enhancing its aesthetic appeal and aligning it better with the company's brand image. To achieve this goal, I followed a structured approach that began with gathering data from user research and usability tests conducted on the old page. Based on these insights, I created low-fidelity wireframes and a prototype to refine the user experience, before proceeding to the final UI design. I then conducted additional usability tests on the new design concept before implementing the final page to the marketing website using HTML/CSS/JS.
UX Strategy
- Potential Customers
- Sales Team Members
- Easy to learn/compare plans
- Efficient Information
- More transparent pricing
- Improve design to increase conversions
Defining problems and challenges.
Potential customers have a difficult time absorbing substantial information presented on the current pricing page, causing users to pass over relevant information.
Sales team members need a more effective pricing page experience that showcases Azuqua's service offerings and fees more clearly, helping to streamline communication with potential customers.
How might we improve the landing page that it allows potential customers to easily identify information they need and compare service plans pricing? How might we increase opportunities for potential customers to engage with Azuqua sales team members?
Ideation
Rapid sketching of potential solution that included updated pricing page content.
Design Execution
Bottom-left image was the previous pricing page; bottom-right image is the mockup of my final solution.
New page design implemented and tested on marketing WordPress staging site before pushing live.
Solution Templates Page Redesign
Partnered with a Senior Product Manager to enhance Azuqua's App Connector Library experience by revamping the UX/UI of FLOPack connector pages. After receiving the initial page concept from the product marketing team and connector use cases from the product development team, I conducted in-depth research on user needs and preferences and analyzed existing data to inform my design decisions. From there, I created several iterations and prototypes based on my findings, refining the design until we had a compelling and effective solution.
UX Strategy
- Current App Subscribers
- Product Development Team
- Learn more and quickly install FLOPack connectors
- Allow customers to easily find and install the FLOPacks they need
Defining problems and challenges.
Current customers need a simple way to find, learn more and install the FLOPacks they need so they can seamlessly streamline their workflows without contacting support each time.
Azuqua needs a way to seamlessly provide FLOPack integrations to users without distracting internal team resources away from product innovation.
How might we improve the FLOPack library experience so current app users can easily discover, identify and install each connector solution they need?
Defined use cases to help identify page requirements and end results.
Use Case 1:
Get Jira and zendesk connectors
Actor:
App user
Basic Flow:
User searches Azuqua's App Connector Library to find Jira to zendesk connector. User selects connector option and is directed to its Solution Template page. User learns about functions and use case problems that the FLOPack solves. User decides to install the Solution Template by clicking the call to action. User is redirected to FLOPack installation page. User successfully installs FLOPack.
Requirements:
Redesign content flow and improve page navigation for easier use.
Use Case 2:
Integrate more Jira connectors
Actor:
App user
User Flow:
User sees more Solution Template available for Jira. User browses relevant options. User decides to install the Solution Template by clicking the call to action. User is redirected to FLOPack installation page. User successfully installs FLOPack.
Requirements:
Suggest relevant Solution Templates, allowing for quick discovery, browsing and installation of additional FLOPacks.
Design Execution
Bottom-left image was the previous page iteration; bottom-right image is the mockup of my final page template solution. Layout was slightly simplified and redesigned so that content is easier to scan/absorb. New carousel feature integrated with improved UI flow.
Based on insight from research and usability tests, I implemented a new UX/UI concept as a high-fidelity prototype on the website's staging environment using HTML/CSS/JS on WordPress platform, including actual to-be-posted content that I received from the product marketing team. An improved internal CMS workflow was also presented, allowing new developed Solution Templates to be easily added to the connector library by any website admin. The new solutions were reviewed and tested by SMEs and stakeholders using the prototype to evaluate the full experience. I reiterated the design based on feedback. After final approval, I proceeded to migrate code and content to the production server and launched the new site feature. Next steps were to work with copywriters in refining/condensing copy so that column heights remain consistent.
Event Marketing
Working closely with event producers and third-party vendors, I created marketing assets for event promotion, large-format environments, print and digital marketing space – from design concepts to final production art.
Adobe summit conference
Designed trade event booths, digital marketing, social media and direct mail invitations.
SAP Ariba Conference
Designed event booth and digital banner ads used throughout venue.
Various Sales and Marketing Materials
Supported sales and marketing efforts by working with various teams to produce white papers, decks, landing pages, email newsletters and social media marketing assets.
