Featured work
Zapier marketing site redesign

Team
  • Camille Esposito
  • Melinda Campbell
  • Donna Fung
  • Jeff Walls
  • Talia Eisenberg
  • Tamara Austring
Roles
  • Brand studio DRI
  • Project management
Problem

This website redesign aimed to solve a variety of problems for Zapier:

  • We had an annual goal to drive high-quality signups that lead to activation and retention from our marketing site
  • We knew from user research that many folks perceived Zapier to be overly technical, and didn't understand the value it could bring to their work
  • The customer journey through our previous marketing site was all over the place — our homepage alone linked out to 19 different pages!
  • As we began thinking about product expansion, we needed a website that was designed to flex and evolve, and could enable quick testing
Solution

After diving into research on our audience and mapping out customer journeys, we began by redesigning our homepage, how it works page, and use case pages. Our objective was to create a compelling, high-converting experience from visit to sign-up to elevate our brand, provide opportunities for experimentation, and reflect the product growth we wanted to see at Zapier.

We began with a lot of discovery work, including mapping out the existing customer journey from our homepage to signup.
We looked at our user personas and created user journeys for each persona, pulling in questions and sentiments from relevant user research.
We ultimately landed on targeting the automation-curious customer — people who've heard of automation and wonder what it can do for them. In speaking to the audience-curious user, we'd also be able to resonate with upmarket and expert audiences.
We mapped out the new paths we'd prioritize directing customers through from our homepage, paring them down drastically to help people get to the education they needed to feel ready to sign up for Zapier, as quickly as possible.
Once we'd nailed down our audience and designed more intentional user journeys, I led workshops between product marketing, brand marketing, and brand writing to get aligned on how we'd evolve our messaging and positioning. We wanted customers to clearly understand the value Zapier would bring to their work.
I led the team of brand designers through some blue sky design explorations — an exercise to get our creative juices flowing, and to push the boundaries of how we might evolve the newly redesigned Zapier brand on our website.
We pared back those blue sky explorations to a more subtle evolution of the Zapier brand.

This was a big team effort across 3 months. I led 3 web brand designers and one producer, acting as the DRI on the brand studio side. I partnered closely with one of our directors of product design on our strategy and approach; we shaped and scoped this work, presented to executives, and drove alignment with other marketing teams. I also partnered closely with engineering to bring these pages to life. We continue to run experiments on these pages regularly.

The redesigns resulted in a 1.6% increase in signup rate on the homepage, 22.6% increase on how it works, and a 14% increase on the use case page.

Other work

Webflow blog redesign

I redesigned Webflow's blog to better accommodate and highlight our great content and to make its design more in line with the Webflow brand experience.
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