Branding & Website
Lead Forensics is a lead generation software that helps to identify sales leads from anonymous web traffic.
brand identity, ux research/testing, creative direction, visual design, interaction design
Overview
The old website and branding had become outdated over the years. Content and functionality had been added with little thought for how it fit into the larger picture.
I started by meeting with the stakeholders at the company to determine their business priorities, goals, problems, and what their brand stood for.
KPIs and goals for the rebranding
- Increased demo requests
- Decrease bounce rate
- Increased brand awareness
- Better search ranking (SEO)
- Drive more traffic to the knowledge base
user & market research
Before we could design anything, I started by interviewing existing users, diving into analytics, and performing user testing on the existing site to see how it aligned with stakeholder goals. From this data I created user personas, usability reports, and competitor analysis.
logo.
The company is about finding leads and improving metrics. The logo should reflect that.
The red color came across as aggressive to focus groups and no one was able to determine what the company did if they hadn’t heard of it already. After much exploration, I designed a logo that shows improving metrics and moving forward in the right direction.
Iterate, test, and repeat.
