Contentful strategic UX design
As a part of the Lead Generation and Product Led Growth teams I was responsible for various strategic UX Design projects for business impact. I applied a holistic view of the entire ecosystem to create a cohesive user experience. From multiple iterations of the lead gen, sign up and other form flows, to complex strategies for personalisation and adoption.
Lead generation flows
In order to achieve our business targets, we needed to generate a large amount of leads, mostly coming trough campaigns and submitted on the website. I was responsible for all user flows that led to a MQL or SQL. My approach was to create a solid understanding for experimentation and implement an A/B testing setup that would help us experiment quickly. Then I'd create multiple hypotesis based on data and other assumprions or observations and test various solutions to the problems/opportunities.
One big challenge and also personal achievement was to get the testing and experimentation mindset embodied in the team and across the department.
Experimentation framework
For that I created multiple learning materials and held department wide presentations, both related to the business impact of experimentation, but also how to apply it, how to use the software and frameworks etc. Due to my efforts and documentation, this was adopted across the company.
Growth initiatives
I was working closely with the director of growth defining goals and KPIs and discovering opportunities for Growth initiatives. This extended from changes to the home page sign up flows, to designing growth related screens and features for the Contentful App.
Personalisation strategy
I worked closely with our partner Frosmo, to create a persona and role based personalisation strategy for the website. There were multiple challenges to this project: how to identify specific personas trough the (often) little data we have, what are the best placements for personalised content, designing modules that work best with the technical set up and last but not least - how to measure and document the success of the project. The project was successfully executed and implemented in Contentful's and Frosmo's technical set up and the individual user experience proved to increase engagement and overall form submits.
Content UX strategy
The very large website, as well as its content, had been built step by step by various contributors without a holistic big picture view of its content. The website was viewed page by page and not as a flow which created a confusing and redundand user experience. It was important to create an understanding across all stakeholders of users behaviour and the various approaches, expectations and functionalities of the website and revise all its content.
I hired a UX copywriter to specifically adjust the language of each section with the user flow and user expectations in focus. We had multiple workshops based on which the UX copy and a content plan were created.
