The Voleer brand was built to be clean, confident, and approachable. I made an anthropomorphic mascot central to the brand, standing out from stock graphics used by the competition. Illustrations let us communicate complex ideas to customers and maintain a flexible library of spot and hero graphics.
Voleer was planning a steady rollout of new features and tools, so I built the website in Squarespace's simple CMS. This way the wider team could independently update blogs, landing pages, and marketing copy. I worked with the marketing team to develop a user journey path that drove customers to the content that most interested them. Many visitors were interested in specific automation tools rather than technical details of the platform, so we built a showcase to highlight new and popular tools. We also streamlined the signup process, using deeplink urls to drop new customers directly on the tool that interested them.
Post-launch support required preparing for future releases and optimizing conversions. I implemented a/b testing, GA, and GTM tracking to better understand the signup journey, and empower our marketing team to optimize their campaigns.
Not unlike other startups where you are building the plane while flying, we had challenges getting an abstract concept to resonate with our ideal customer profiles, so we had to create a consumable narrative for our intended audience."