TouchBasePro

user-centered design and visual communication to improve signup conversions from online marketing
view website: touchbasepro.com

TouchBasePro offers Email Marketing and SMS Campaign Software as a Service (SaaS) via it’s website. I came on board to drive new business development in 2007 and over a period of 6 years we built a brand and a business. I incorporated customer feedback and user analytics to make iterative improvements to the product itself and to the public website, increasing signup conversions from the marketing and sales efforts. At the time I left, the company was one of the top three local email and SMS marketing systems in South Africa.

Web User Interface Design for SaaS product, 2012-13

From studying website visitor analytics and observing users trialing the system, we realised the need to improve the user experience of the Campaign Creation Process. New users who signed up for a trial started off with a blank account and the first thing that most of them did was head straight over to the “New Campaign” link to see how well the main function of the system worked. A major stumbling block was when they got to step 4 and needed to select a list to send to, only to realise that they had no lists. They now had to figure out how to set up a test list to proceed. A further challenge we needed to address was making the interface simple for basic users while keeping the advanced feature accessible and easy to find for our more sophisticated users. The video below shows the the Wireframe I created for this round of improvements to the user interface.

Customer centered website design and conversion optimisation, 2010-12

To increase signup conversion rates and improve the results from our online marketing efforts, the public sales pages were redesigned (more than once). The screengrabs below show the most recent page designs that I worked on. The aim of the redesign was to communicate the important information required for the user to make a decision to investigate the system further or sign up for a trial at a glance on the homepage and this was summarised into this overview video.

Homepage redesign:

Features page redesign:

Pricing page redesign:

Support page redesign:

I’m particularly proud of the Features Page. It packages a lot of detailed information into a structure that is easy to navigate and doesn’t feel nearly as complicated as it actually is. It also uses session information and cookies to remember the users interest in either the Email or SMS offering. So if you choose to view SMS features and then browse to the pricing page, you will see SMS pricing by default and vice versa. If you return for another visit later, this default preference is remembered for the user. Watch a screen recording of how this page works here, or try it out here.

Purchase page redesign:

Payment page redesign:

Product overview video for homepage:

Brand Identity Redesign, 2009

I worked on the new brand identity with my friend, designer Mark Haefele. We created a brand identity and new website design that highlighted the primary selling point of the service: ease of use.

Old logo:

New logo:

Old website:

New website: