Marketing Website Refresh
Clearwater Analytics
Clearwater homepage displayed on laptop, tablet, and mobile device.
Legacy Clearwater homepage (left) compared to refreshed homepage (right).
Legacy Clearwater homepage (left) compared to refreshed homepage (right).
Clearwater Analytics is a rapidly growing SaaS software company which provides an investment accounting and reporting platform to institutional investors. As the sole Web Designer on the Marketing team, one of my primary roadmap projects was to redesign cornerstone features of the public facing marketing property.
We started by conducting an audit of the legacy website and then worked to focus on feature improvements which would transform the property from one focused on information delivery to one that optimizes usability and lead generation tactics.
Feature Improvements
• Homepage Hero Redesign
• Header & Footer Redesign
• Tracking & Analytics
Results
These site improvements generated organic demo conversions which:
• Exceeded our KPI goal metric by 14%
• Sourced $1.2M+ into the sales pipeline
• Attributed campaign revenue upwards of $236k
Homepage Hero Redesign
Legacy homepage hero section with company headquarters and video play button (left) compared to redesigned section with new copy and brand imagery (right).

Legacy homepage hero section with company headquarters and video play button (left) compared to redesigned section with new copy and brand imagery (right).

The hero section of the legacy homepage prominently featured a photo of the company headquarters with copy that communicated the core value propositions, but failed to connect with visitors on an emotional level.
The new page utilizes subtle brand imagery featuring a person using the actual software, along with copy designed to connect to the visitors drive to transform investment operations at their company.
Research shows that a positive emotional decision takes nano-seconds to impress itself on a person, and can bias a logical decision just because "it feels right."
The homepage hero section is designed with responsiveness in mind. Desktop (left), Tablet (center), mobile (right).
The homepage hero section is designed with responsiveness in mind. Desktop (left), Tablet (center), mobile (right).
Results
This new design resulted in higher video engagement and directly contributed to exceeding the MQL goal for demo requests in 2019. The imagery from this design extended to other digital platforms around the company, including the default background image for the Zoom Rooms which hosted meetings with clients.
Header & Footer Redesign
Legacy website header navigation (top-left) and footer (bottom-left) compared to redesigned header (top-right) and consolidated footer (bottom-right).

Legacy website header navigation (top-left) and footer (bottom-left) compared to redesigned header (top-right) and consolidated footer (bottom-right).

When evaluating user data, we found majority of visitors browsed the legacy site using the primary navigation and footer. They visited a core set of informational pages however, almost all users failed to complete the 'Request a Demo' form.
When we further analyzed the shared structure of the site we discovered the navigation was persistent on almost all site pages, but its primary call-to-action (CTA) was for existing clients to login. It was also found that the footer contained unnecessary content and could benefit from consolidation.
The visual updates to these components reflect Clearwater's evolving brand which later influenced other digital expressions and the Northfork Design System.
The Header
The new header stack featuring a notification bar, page navigation, and call-to-action (CTA). Displayed in responsive breakpoints desktop (top), tablet (mobile), mobile (bottom).

The new header stack featuring a notification bar, page navigation, and call-to-action (CTA). Displayed in responsive breakpoints desktop (top), tablet (mobile), mobile (bottom).

The new header design introduces new site-wide touch-points to connect visitors with news, events, thought-leadership, and the sales team. 
The introduction of the 'Request Demo' button allowed for a visitor to engage the sales team from anywhere on the site, resulting in 44% year-over-year growth in organic demo requests through the website.
The introduction of the notification banner created an uptick in User Conference registrations and allowed the company to easily share reports on stellar system and operations performance during the onset of COVID-19 .
To drive consistency, we standardized an 8-pixel grid for spacing and type size. The content itself did not change, except for optimized verbiage and intuitive grouping of informational content and action oriented options inside the responsive container.
The Footer
The new consolidated footer featuring intuitive buckets for page navigation, and company/site information.
The new consolidated footer featuring intuitive buckets for page navigation, and company/site information.
The new footer design featured a visual update consistent with the header. Its content was consolidated into a single footer panel, as opposed to the legacy two-part structure. Content was grouped into intuitive buckets, social icons were made more subtle to keep traffic from leaving the site, and a focus was placed on the international presence of the company relative to the company's bug logo.
Analytics & Tracking
The legacy website's visitor data collection methods didn't allow for sufficient analysis when identifying areas of improvement and designing solutions. To improve on this, we decided to and implement software to collect better metrics. 
The first step was to optimize the legacy installation of Google Analytics™ and enhance it with a session recording platform called Mouseflow™. The deployment of these two tools allowed the team to identify friction points in user sessions and gaps in site performance as it related to the department's KPIs.
The implementation of these two tools would go on to influence the company use of an even more robust digital-experience platform called FullStory™ across all digital properties, including the full suite of SaaS products and internal tools.

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