Vorainsight is an AI-driven persona generation and customer segmentation company that provides real-time user data analysis. They tasked us with creating a website that would articulate their cutting-edge solutions to potential customers, clearly communicate the value of their AI technology, and drive lead generation.
With dedicated copywriter and marketer, Jane Cozens, we worked to give the Vorainsight brand a more modern and approachable facelift while preparing for the product's launch into the Raleigh market.
I lead the branding, graphic creation, site mapping, UI design and development for this project.
Initial Research & Understanding
We started by gaining a comprehensive understanding of VoraInsight's business, their unique value proposition, and their target audience. Through competitive analysis and user interviews, we discovered that our target users are data-driven marketers and businesses looking for sophisticated customer segmentation solutions.
We conducted surveys and interviews to gather data and insights about their goals, pain points, and decision-making factors when choosing a customer segmentation solution.
We then mapped out user journeys, considering different entry points to the website and potential paths the users might take.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Vorainsight.
Design & Implementation
We aimed to create a clean, modern, and intuitive design that aligned with VoraInsight's innovative brand identity. To cater to the data-driven nature of our target audience, we incorporated interactive demos, case studies, and compelling statistics throughout the site.
The site was structured to gradually guide visitors from understanding the problems VoraInsight's solutions solve, to how it works, and finally to a clear call-to-action (CTA) for a demo or contact.
We also ensured that the site was fully responsive, offering a seamless experience on mobile devices.
Results & Impact
Post-launch, we saw an increased engagement rate with a 60% rise in average session duration. There was a 35% decrease in bounce rate, reflecting the improved site navigation and engaging content.
Most importantly, the lead generation increased by 45% within the first three months, demonstrating the effectiveness of the clear and compelling CTAs and resources.
Since the product itself was still in concept and development we needed visual aids that could loosely represent the dashboard states without misrepresenting the final future product. We opted for a simplified rounded look using the brand colors and no text to ensure the dashboard representations could be used with versatility as graphic elements.