how caring for each design element changes everything!
TRANSCRIPT
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How caring for each design element changes everything!
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BRAND is a set of expectations,
memories, stories and relationships that in
combination drives the decision of choosing
the particular company, product or service.
Seth GodinLegendary Marketer
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The first touch point of your brand becomes the
perception for the customer. For example, a FMCG
product like a head wash, the first time you see the
bottle lying at the grocery store you like to grab it and
read about it. That is the first time a brand is
perceived!
The same way, in digital world, the moment a
visitor opens your website, landing page,
Facebook or Twitter page, you create a
perception in the visitors mind and a decision
of re-visiting or not.
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“Perception is Reality”Lee Atwater (Advisor to U.S. President George H.W. Bush)
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Brand perception Vs Reality
According to recent Gallop survey, American
public perceives that 23% of American are
Lesbian and Gays but in actual only 3.8
percent of the people are lesbian, gay or
transgender. That’s a huge difference
between reality and perception.
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We did the same!
You can get advantage of this, you can come across as a brand which is being perceived as a thought leader with just
few fixes in the designs you create.
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Story line
Product
A performance management product used for 360 degree review,
setting SMART goals and giving peer reviews.
Business Requirement
Capture the leads through a landing page and make
the target audience understand the importance of goal alignment.
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The product landing page looked like this
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Brand Perception- A lot of information confuses the visitor and might even switches off
the user.
QTip: Humans understand visually better, their brain doesn’t want to do extra work to
read!
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Brand Perception: The difficulty to read the below test makes the user agitated and makes them fell that you are trying to
hide something behind the text.
Qtip: Make sure if you are using headlines, sub-headings or pointers to explain something take care they are in genuine
ratio.
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Brand Perception: This gives the brand perception of incompleteness. You need to complete the page and give a good
ending to the story. Without an end the story doesn’t end!
Qtip: There needs to be a story in the design a starting and a complete ending.
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What changed the perceptionPaying attention to every big or small element. Let’s see…
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Giving the reason for the user to sign-up by adding trusted experts
Ending the page with a form after gaining trust
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Results
Sign ups increased by
90%
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How did we increase the brand perception with more iterations
• The message changes
• The visual representation changes
• The color palate changes
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• The copy changes to better
• The way to represent the screen
changes
• The font changes
• The visual representation of
features content changes
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First Thought
• This first thought had lot of content
• Improper icons
• Abrupt ending
• Different size fonts with no consistency
• No whitespaces to breathe
• No STORYline!
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Iteration 2
• Got a STORYline!
• Most of the content was removed
• Consistency in fonts
• Product showcase by screens
• Added trust by adding industry leader’s verdict
• Showcased features
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Final Design
• Improved upon the icons
• Improved upon the language
• Improved upon the way screens are shown
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Designed by- Manisha Sharma I Evangelist I [email protected]