B2B Marketing Platform
In 2017, I led the UX for the redesign of the Chrome for Work enterprise marketing platform
The challenge: The Chrome for Work value proposition was being lost upon the intended audience, primarily because the “product vs. platform” narrative was being told in a way that didn’t supported business-centric use cases or Chrome ecosystem validation.
The objective: Increase traffic to the online store by improving top-of-funnel content and journeying through a new marketing platform.
The solution: A platform that allows for an increasingly solution-focused approach to selling the Chrome OS software and Google Chrome enterprise hardware.
An increase in sales outreach and in referral traffic to the Chrome for Work store from the new marketing site.
Chrome for Work followed a strong user research methodology, including audit work, a round of stakeholder and audience interviews, and card-sorting findings and themes:
Findings were then codified under each theme. These insights, including supporting verbatim quotes and recommendations per-insight, were used for stakeholder alignment.
Initial information architecture: new site structure
Laan workshopping to determine the first-pass sitemap and content structure that supports both the project objectives (increase traffic to the online store) as well as well as our user needs (the output from the above research).
Testing the IA
A total of 4 options (representing a partial cut of the IA) was tested using a standard tree test (reverse card sorting) with our end-users:
In the interest of remaining lean and collaborative, lower-level IA and design work was predominantly produced on the whitewalls.