Evolving a brand and product from consumer to B2B.

The History Project (THP) was a consumer focused product for people to document and present meaningful multimedia stories. THP needed a rebrand to demonstrate the product’s value to a paying audience of enterprise clients.

Role

I was the Product Designer for:

building empathy for our enterprise customers, uncovering our value proposition and use cases
defining a soft transition of the product’s website from individual to business clients
competitive research, new company name workshops, logo design, website design
auditing the product’s user interface and experience, and designing a new design language system
helping launch the new design language system with our Engineering team

Team

Cross functional collaboration between Design, Leadership, enterprise customers, and Engineering.

Timeframe

Jan 2017 – November 2017

Design Approach

Early and inclusive collaboration process with Sales, Leadership, Engineering, and key customers
Considerate brand transition process to minimize confusion when it came to launch
Atomic Design and Component Based Design methodologies informed our product’s DLS.

Results

Increased comprehension of our value proposition with our target customers.
Increased sales calls and contracts with enterprise customers.
Existing enterprise customers expressed satisfaction with the new design system, since it utilized user interface and user experience patterns they were already familiar with.

How we established empathy.

Customer persona’s created informed by ongoing calls with early adopter enterprise customers.

An early version of the buyer journal map created in collaboration with Enwoven’s support team and early adopter customers.

How the product experience was scoped to define the design system.

I created an inventory of the user flows per phase of the complete product journey.

To establish the design system, I took a visual audit of the existing product.

I categorized the visual audit by high level phases of the overall product user flow. I noted where components appeared across the product environment.