Interviews

First, I wrote interview scripts with questions and discussion topics tailored to stakeholders and customers. I wanted to understand what was working with the product structure and naming, what the pain points were, and what the overall perception was.

Through these interviews, I learned that the structure, and naming in particular, of Granicus products was confusing. The creative names and product suites weren’t intuitive to customers. The GovDelivery product portfolio was easier to understand, and included naming that had strong brand equity.

Based on these conversations, I knew that the new combined portfolio needed simple, straightforward naming and groups, while taking into consideration legacy product names. 

Portfolio, Competitor and Mentor Audits

I did a complete audit of both companies product portfolios, to understand how they were organized, named, and sold, and what customer segments use each product.

I looked competitors in the space to see how they approached their portfolios, and also looked outside the category to gain inspiration from companies who have solved similar challenges. We looked to Adobe as a mentor, for how they organized their large portfolio of products which also included legacy naming.

Portfolio Structure

I explored different ways of organizing the portfolio, including by scale and by audience, but ultimately landed on product function, which was the most straightforward way to communicate to all target audiences. I also explored different naming conventions, to bring consistency and clarity to product names and groups. 

The result was a clear, unified portfolio, which was intuitive for customers and stakeholders.

Website UX and Content Strategy

The new website needed to support the new product portfolio, and combine content from both existing sites. I completed an audit of both sites, and using the new brand strategy and audience information, I created the experience and content strategy for the new site. The strategy aligned all stakeholders in the project and served as a guide for decision making in the design process. 

Information about customer segments came from discussion with the client. I used their data on customer roles, goals, content they are engaging with, and how growth happens with existing customers. I also considered business goals to understand what the business wants visitors to engage with and how they measure conversion and performance. 

Based on all of the strategy and content work, I was able to create a new portfolio system that makes offerings clear to different audiences, with intuitive naming and package options. The new website merges content from both companies into a seamless, simple experience to guide prospects through content to conversion.

I created the new sitemap and wireframes for key pages. I continued to work with the team through the website UI design, copy, and development phases to ensure the final design met our goals and served audiences effectively.