Marina worked so hard designing AND developing this fantastic new website. She is an amazingly collaborative team member, jumping in every meeting she can to learn more about the product and company vision. Her focus was on building a product-centric site with an impeccable UX that was responsive across all devices and browsers.
~ Heather Gonio, Senior Marketing Manager
About the Project
Versium is a data technology company that operates a powerful B2B2C (business to business to consumer) identity graph and automated predictive analytics engine. To coincide with the launch of their latest SaaS product, Versium REACH, I collaborated across departments to help create a new visual identity for the company and launch their new product-centric website.
Planning the Website
Before diving into the project it was important to understand our goals for refreshing our online presence.
Understanding the Audience
Based on interviews, market research, and knowledge of our existing customers, the Versium team put together a couple extensive user personas, which I used as a base for decisions going forward.
B2B Demand Generation Lead Manager
Vice President of Marketing
Mapping Site Content
Once we understood who would be visiting our website, we were able to organize in a way that would be intuitive to find. For this, we worked through different iterations of a site map and ultimately ended up created two: one for the initial launch and a second site map, including pages we planned to build out over time.
Creating a New Visual Identity
For the launch of the new product, I collaborated with the Versium team to refresh the company’s visual identity system to use both within the web application and in marketing materials, including the website.
Color Palette Update
Working closely with the in-house UX designer, we created a new color palette.
In previous months, we had honed the company’s font pairings. In moving forward, we solidified these so that each typeface would be used consistently for its unique purpose.
As part of the brand refresh, we also collaborated with a logo designer to craft a new logo to represent Versium today. While I did not create this logo myself, I worked with the team to provide feedback and guide iterations.
Another collaboration with Versium’s UX designer, these icons were created to use in the app. Working together, we created one icon for each product feature, doing this custom work so that the functionality was correctly represented.
Creating the Website
While working on the visual identity design, the website began to take shape.
Based on the earlier sitemaps, I created a number of wireframes to use as a basis and discussion points before moving forward with higher fidelity website mockups.
Once the color palette and typography had been nailed down, I was able to begin mocking up the site and iterating on designs with feedback from the Versium team.
Developing the Website
When enough of the website had been mocked up to communicate the look and feel, it was time to start development. While most of my previous experience has been in WordPress development, we decided to use Webflow for this project for more flexibility in the design. As our developers were hard at work preparing Versium REACH for launch, I developed the website myself in Webflow, with help from teammates on testing across devices and browsers.
Having just launched this website, we’re still working on building out additional pages and waiting for enough data to understand the impact of the update. However, in the first week, we’ve already had success in generating interest through our website and starting dialogues with potential customers who use the platform to get in touch.