Whispir
Experience Design
Design System
Project
Year
Rebrand and redesign
Jul – Sep 2021
Website
Role
Problem
Whispir wanted to redefine their brand and corporate strategy to grow internationally and reposition themselves more competitively amongst other CRM Platforms. There was a clear lack of identity and unity between the site and CRM platform. Whispir needed clarity, definition, and a recognizable identity to market themselves beyond the Australian-market.
Solution
Through competitive analysis, user research, and company interviews, we developed a framework to redefine Whispir. We de-constructed the site and its components to understand their vision to ensure the site redesign reflected the corporate strategy. We wanted to shift from being conversion focused to creating an intriguing user experience and journey through the site. By using a storytelling lens, users were guided to understand the hows and whys of a product instead of the whats.
Being cognitive about copy length, media usage, when to be product focused and when to highlight the use cases— elements on the page were intentional and human centric. Humanizing a platform was our strategy to drive conversion when introducing Whispir to the international market.
Reflection
Success of a proper redesign is more than how it is visually presented to the world. Understanding Whispir as a brand and product and figuring out how it compares amongst its competitors was the foundation for a meaningful redesign.
Finding new ways to stand out in an overly saturated market with industry-leading competitors was our biggest challenge. We identified value-adds and competitive edges by evaluating where the market whitespaces were and if it was beneficial for Whispir to pursue those opportunities.
Key points
Find inspiration outside of direct competitors; become innovators in a saturated industry.
We restructured what we considered as competitors by looking for industry leaders that perfected specific flows that were also relevant to Whispir. Rather than portraying Whispir as a “cloud-based messaging platform”, we focused on specific flows and features and analyzed the best-in-class amongst competitors to bring best practices when restructuring Whispir.
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A website rebrand is nothing without thorough journey mapping.
Positive site experiences drive brand recognition and loyalty. Through comprehensive journey mapping, we identified common pain points and opportunities for improvement. By understanding how users currently interact with the site and Whispir’s desired user journey, we were able to redesign site elements and information to encourage that user experience.
02
Evoke emotions through visual storytelling tools and humanizing key touchpoints.
CRM features and tools can be robotic and overly complicated; most platforms look and feel the same. We knew that was not going to capture the attention of potential users, nor was explaining the product going to captivate conversion. We humanized and evoked emotional triggers throughout the Whispir brand by highlighting real people, focusing on real life use cases, using digestible language, and incorporating motion and movement when applicable.
03