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Up to date graphics reflecting the changes that have been made to the app
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Informative sections explaining the functionality and usefulness of each tool on the app
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An engaging reflection of what Essay’s purpose and what inspires the company
brainstorming with the team
We looked at this website redesign as an opportunity to re-align our brand identity. As a team, we went through a branding workshop to brainstorm what direction we wanted to take.
In collaboration with the Marketing lead, we also needed to figure out what sort of graphics we would be using. Our social media posts had slowly evolved in illustration style, so we needed to develop a set of illustration guidelines
As part of the brainstorming process, I also conducted market research to analyze the structure and design of other niche B2C landing pages.
user research
The last part of the process involved speaking to non-Essay users and asking for their overall impression. There were three main pain points uncovered about the current website:
Confusing messaging
It wasn't clear what the function of Essay was. What makes this platform worth trying?
Monotony
Although the site was minimalistic, there wasn’t anything to grab the attention of a visitor and the lack of brand identity meant that the website felt flat.
Lack of transparency
Due to the lack of information, it was difficult to get visitors to invest or feel interested in the platform. Visitors would have a hard time making an informed decision.
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Invigorating copy with a more eye-catching animation to capture the attention of the visitor
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Enabled visitors to explore both desktop and mobile versions, addressing early-year requests for mobile access
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Straightforward and clear explanations of the app’s workflow process and available tools.
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New graphics highlight key aspects of each feature to give visitors a better idea of what to expect.
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A detailed breakdown of each tool to helps visitors to make informed decisions.
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Included an interactive demo to encourage visitor engagement and enable hands-on exploration of the platform.
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Added a side-by-side comparison of Essay and other writing platforms, helping visitors choose the best option for their needs.
