User Interviews, Storytelling
In tandum with the release of Act! v18 in December 2015, the marketing team had been working on a new website to be released around the same time. A new section of the site called Why Act! was to focus on the product’s features through the stories of the customers, and how they use Act! to grow and strengthen their businesses. They identified five main areas to talk about: Get Organized, Know My Customers, Market My Business, Drive Sales, and Understand My Business.
I had stepped in to lead the newly-combined product and marketing design teams in October 2015, after the website’s strategy and most of the designs were done so my focus was getting it launched on time. However, the content they had to launch the Why Act! section with were case studies from at least seven years ago, and nobody was sure how to go about getting new ones.
I worked very quickly with the business partner team at Swiftpage to get names of Act! Certified Consultants (ACCs) who would be able to put me in touch with some of their clients who use Act!. I put together a set of questions to guide the conversations with the users and recorded them so I could concentrate on who I was interviewing, not on taking notes.
Within two weeks I interviewed a handful of Act! Premium users with diverse businesses and roles within the company, and we made each into an Act! story to support one of the five main areas. I also encouraged the interviewees to send photographs of themselves and work environment to further humanize their story, rather than stock photography. The website was launched on time with fresh stories but I didn’t stop talking with users; I started to accumulate more than what the current design would support so we decided to do a re-design on the template for the section pages to be able to support more than one story, launching by the end of January 2016.
Currently, the “Get Organized” page is the 4th highest trial conversion page on act.com behind the homepage, pricing page, and products page.