BrandVerity

Product Marketing that Drives Feature Adoption

Company Overview

BrandVerity offers a technology that crawls the web and finds non-compliant ads on search engines, outdated promotions, or missing disclosures. With the tool, clients can actively take down harmful advertisements or legal risks that could damage their brand.

The Challenge

A series of product updates would impact on the existing user flow of the BrandVerity tool and provide additional value many customers were seeking. Anticipating that users needed support recognizing the specific updates and how to apply the new features to their workflow for more value, the team created material to guide them from announcement to implementation.

New Feature!

BrandVerity has close relationships with their customers and wanted to ensure they were supported during an exciting transition to an updated interface. Cue: the stellar collaboration of Marketing and Product for a multi-touch campaign that would excite customers and prospects alike.

Our Product Manager, Maura, worked with Sales and Customer Success to pinpoint top-level messaging that the marketing team would then craft into compelling emails and a blog post prior to the launch.

With a new feature roadmap, I worked with Maura to establish a template we would follow for abstracting features of the product in our external marketing. This included portraying trend lines customers would see in their data, introducing new icons or visuals that will be added to in the interface, and visual standards for blog post banners or email banners.

Product Abstract Illustrations

Product Onboarding

Users logging in to review their paid search monitoring activity would be met with a modal enabled through Pendo pointing out new features of the interface. Working with the PM, I reviewed their copy drafts and provided edits for clear and succinct text. Knowing many users will skim-read the copy, the modals give a direct action and value proposition for each feature.

I manipulated the Pendo modals with CSS to adhere to our brand guidelines and also introduce UX accessibility missing from the template functionality. Pagination was not available in Pendo, so I placed a “button” with no link and styled the text in a way that would provide the user with an idea of the time commitment.

Results

Between feature releases, there was a 75% increase in walkthrough completion with a 40% feature adoption, versus a 10% feature adoption from those who did not complete the walkthrough.

By developing the structured templates, Maura was able to tackle one-offs and announcements quickly without a design review.

Working with Me

I was lucky to work with Mollie on a number of go to market initiatives where Mollie was the game changer in the operation and regularly demonstrated an ability to deliver, even when there were external dependencies. I highly recommend Mollie to any organization looking for a designer with an innate product sense and who will continually exceed expectations.
Maura Newell, Senior Product Manager at BrandVerity