The sales team needed a touch point for mid-funnel clients. They wanted a place they could send decision influencers that would highlight the value and impact of working with Fierce. It was decided to address this by creating a microsite that would feature client success stories, data, and testimonials.
ROLE
I mood boarded, wireframed and designed high-fidelity mock-ups for the microsite.
VISION
Fierce is a conversation company so it was important that the design felt authentic and human — especially with the data heavy content. While still being cohesive, the microsite needed to feel separate from FierceInc.com. I leaned on the brand colors, slanted elements and stock photography styles that are highlighted there, but brought in more white space, structure and iconography. I moved the focus off of the product and instead, visually highlighted the client quotes and images. To bring in the friendly, approachable feeling, white space was used to break up the content and allow for more breathing room. The stats and icons were also given a more playful look.
PROCESS
Working with the Marketing team, we defined the scope and vision of the project. Having only been in the role for a few weeks, I started by diving deeper into Fierce’s brand book and the mood boards from the recent website redesign. From there I created mood boards and worked with the Content Marketing Specialist and Digital Marketing Director to define the content and architecture. After receiving their input, I created iterations of wireframes. Considering this was a MVP and we had a rapid timeline, I designed the wireframes to include features that would be simple to develop and a layout that would be flexible to build on. I then handed off those wireframes and high-fidelity mock-ups to a contracted development team.
RESULTS
We saw a 20% conversion rate following its launch.
Completed www.whyfierce.com in just under two months.
PROJECT TEAM
Michael Arcari, Director of Digital Marketing
Corissa Craddick, Content Marketing Specialist