Product marketing pages
End-to-end design lead Copywriter
Tools: Figma, SVGator
Creating discoverability through a series of use case pages for Dropmark. Working in a zero budget from concept to prototype.
Challenge
Many users were unaware of the breadth of Dropmark’s use cases and this lack of awareness hindered user engagement and limited new user acquisition. I had been focusing on top of funnel strategies at the time and saw an opportunity to address conversions through stronger SEO and a new channel for users to discover what Dropmark could do for them.
Defining Success
Create engaging pages that educate potential and current users about Dropmark’s applications while driving conversions and increasing SEO performance for discoverability.
Research
My primary research goals in this project were to understand user needs and behaviors through identifying popular use cases among Dropmark users. Competitor analysis was used to explore how similar tools highlight use cases for users. I also analyzed current user industries for commonalities.
Lastly, I conducted interviews with current users which were turned into blog posts creating additional SEO opportunities.
Ideation and Strategy
Defining my success meant that I was setting out to create clear, engaging pages that educate potential and current users about Dropmark’s diverse applications while driving SEO performance. My approach to this prioritized use cases based on my research findings. I decided on a content structure to balance clarity with persuasive storytelling. To execute, I sketched initial concepts/user flows and then proceeded to move into figma to explore design patterns for maximum engagement.
Outcome
The expected outcome for this project meant improved SEO visibility for Dropmark.com, a greater awareness of the features that our software offers, and enhanced appeal to new users through a delightfully engaging and informative experience.
Learnings and Reflections
I believe the strongest design work happens when creative, strategy, and development are collaborating together from the start, and having that cross-functional dynamic would have pushed this project even further. That stated, I learned to balance priorities between engaging copy, compelling visuals, and user flow.
Although no data currently, I do see positive signs with the blog entries with a better than average exit rate.
In the future, post-launch, I will conduct user surveys to get first hand reflections of my work. I will also compare user bounce rates and engagement from before a user-case page existed and use that data to refine the project to better suit our stakeholders.