Successfully Launching a New Marketing Website and Enhancing Team Velocity
As a Product Manager at Evidation, I had the privilege of spearheading a transformative project aimed at rebranding our consumer app to create a more cohesive and trustworthy brand identity. One of the pivotal components of this rebranding effort was the development and launch of a new marketing website that catered to both consumer and commercial audiences. This case study delves into the challenges, actions, results, and learnings from this project.
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Background
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The primary objectives of this endeavor were two-fold:
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Cohesive Brand Experience: The goal was to establish a unified digital presence for both consumer and commercial users, effectively showcasing the value of our brand to both segments. This was a strategic move to foster cross-engagement between these two groups.
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Enhanced Velocity: I recognized the need to expedite updates and changes to the website in the future without overburdening our engineering resources. Thus, I decided to build the new website using Webflow, enabling smoother iterations and updates.
My Role
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Recognizing the importance of our users' points and the need for a meticulous approach, I collaborated closely with data science, marketing, engineering, design, legal, and customer support teams to create a thoughtful points expiration product and plan.
Key Contributions
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Cross-Functional Coordination: The launch of the new marketing website demanded seamless collaboration among various teams, including DevOps, Engineering, Design, and Marketing. Previously, we maintained separate websites for our consumer and commercial users, so I worked to ensure a consistent experience for both groups on the unified platform.
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Wireframe Development: I engaged with an external client, 8020, and a design lead to create detailed wireframes for the new website. This collaborative effort allowed us to visualize and iterate on the user flows before diving into development.
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Iterative Design and Feedback: I established regular meetings with Design, Product, and Marketing teams to review the wireframes, raise concerns, and provide rapid feedback. This iterative approach ensured that any potential issues were identified and addressed early on.
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Go-to-Market Strategy: I formulated a comprehensive go-to-market plan, which included in-product banners to communicate the upcoming changes to users.
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Strategic Launch: After careful coordination, I selected a low-traffic window for the launch to minimize disruption. The launch process was smooth, with no user-reported issues.
Results​
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Enhanced Team Velocity: The adoption of Webflow and the new website architecture allowed us to quickly integrate tools like Hotjar for heatmap analytics. Additionally, we were able to craft audience-specific landing pages without relying on engineering resources, effectively increasing the team's velocity.
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Improved SEO: With the new website's optimized structure, we observed significant improvements in our search engine rankings, contributing to enhanced online visibility.
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Reduced Engineering Dependency: The new Webflow-based architecture enabled the Marketing team to make updates and modifications to the website autonomously, eliminating the need for frequent engagement with Front-End Engineering.
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Learnings and Challenges
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Upfront Investment in Webflow: While transitioning to Webflow was the right long-term decision, it's important to note that the adoption of this platform required a significant upfront investment. The time and resources spent in migrating and adapting our processes amounted to approximately 8 months, a factor to consider for future similar endeavors.
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Ongoing Webflow Support: While the new platform empowered non-technical teams, it highlighted the necessity of ongoing Webflow support to maintain the website's optimal functionality.
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Conclusion
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The rebranding effort culminated in a successful website launch, fostering a cohesive brand experience and enhancing the team's agility. The strategic adoption of Webflow, while involving an upfront investment, reduced engineering dependencies, enabling rapid iterations and the implementation of valuable tools. This project served as a testament to effective cross-functional collaboration and adaptability, ultimately strengthening the brand's digital presence and user engagement.