Portfolio
Perusall
Roles
- Creative Direction
- Web (UI) Design
- Front End Development
Tools
- Photoshop
- Figma
- Dreamweaver
- Hubspot CMS
Overview
Perusall, a company dedicated to transforming learning through behavioral science and AI, needed to mature its brand identity and marketing website to align with its growing traction in the education technology market. As the creative and design director, I was brought on to lead this strategic initiative, partnering with the Director of Marketing to refine the brand and redesign the user experience to drive measurable business growth and lead generation.
Challenge(s)
The core challenge was to elevate Perusall's brand and digital presence to support its continued growth. The initial startup-era website and identity were no longer sufficient to attract new customers in a competitive market. Our key hurdles were:
- Maturing the Brand Identity: The existing visual identity needed a professional and consistent overhaul to build credibility with educators and administrators.
- Refining the User Journey: The marketing website's user experience did not effectively guide potential customers through the sales funnel, making it difficult for them to find key product information and convert.
- Inefficient Lead Generation: The existing site was not optimized to be a powerful vehicle for generating and capturing leads, a critical need for business growth.
Approach
I tackled these challenges by using a creative and strategic method, working closely with Perusall's marketing team. Here's how:
- Understanding the Business: I started by interviewing Perusall's key people (founder, CEO, marketing) to understand their goals, brand, and target audience. We conducted a basic competitive analysis as well.
- Improving the Website Experience: We used analytics to identify areas where users were dropping off. Then, I created a plan to improve navigation and information architecture, including new sitemaps, user flows, and wireframes.
- Design: I led the development of Perusall's new visual identity. This included refining the color palette, typography, images, and other graphic elements to create a professional, consistent, and trustworthy appearance that matched Perusall's advanced technology.
- Developing Website Content: I guided the marketing team to create a content plan focusing on clear, concise, and engaging messages. This involved outlining key messages for each page, writing compelling calls-to-action, and making sure product information was easy to find and understand.
- Ensure Accessibility: Design the user interface with a strong focus on accessibility, ensuring the site meets the needs of a diverse audience in the education space.
Result(s)
The website redesign successfully transformed Perusall's digital presence into a professional and effective tool for growth. While specific metrics are proprietary, the project clearly elevated brand credibility by positioning Perusall as a mature and credible leader in educational technology, moving beyond its startup origins. User journeys were streamlined through a new information architecture, effectively guiding educators and administrators to relevant product information. The site was also optimized for lead generation, built on a scalable Hubspot CMS to empower the sales team. Furthermore, a strong commitment to WCAG standards ensured the platform is more widely accessible, an imperative in the Education Technology space.
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