SaaS Consulting Group's Customer Experience app will be listed on the Salesforce App Exchange so SaaSCG needs prospective buyers to understand what their product is, and how it will make their jobs easier.
App Exchange Example Screen
The Team: Company stake holders including the product manager with occasional input from VP and CEO. I lead the design efforts.
Objective: Develop and create materials to: 1) highlight the key features 2) explain the app's value-add to organizations.
Success: For the project to be successful, prospective buyers will be quickly and directly informed of how the Customer Success App will make their Customer Success teams more effective.
Create 1) a video and 2) a digital brochure to explain the product to potential buyers. The two-page brochure and 2-3 minute video will both include an introduction to the app, an explanation of its benefit to Customer Experience teams, and brief explanations of each key feature.
To gain an understanding of the competitive landscape and identify opportunities, I conducted a competitive analysis of similar applications.
It became clear that competitors seemed to overvalue engaging content at the expense of professionalism, or overvalue professionalism at the expense of engagement and clear content. This project, then, should avoid both traps by taking a minimalist approach: only including essential information, presented in manner that is equal parts professional and engaging.
I conducted a workshop with the product manager to explore the visual language the company uses. Through studying examples provided by stakeholders, and talking over style specifics, we established the following:
► The brochure should include: prominent photos, bold typography, the colors blue and orange, featured icons.
► The video should include: a level of energy that is engaging while maintaining professionalism, visual that complement the relevant messaging, logo colors, stock footage and pictures of people to boost visual interest.