Pocket Payments
Art Direction | Visual Communication | Website Design
Market Research
- Conducted extensive market research
- Gain insights into industry trends, customer preferences
- Review competitor offerings
Introduction:
Pocket Payments, a leading payment processing solutions provider, embarked on a comprehensive website redesign project to enhance user experience, communicate their value proposition effectively, and drive engagement. As the Art Director and Marketing Professional, I led the initiative, combining strategic insights, market research, and creative expertise to deliver a successful outcome.
Project Goals:
- Create a modern and user-centric website design that aligns with Pocket Payments’ brand identity.
- Conduct thorough market research to understand customer needs, industry trends, and competitors.
- Develop compelling social media graphics, copy, and a comprehensive marketing plan for a targeted campaign.
- Create detailed user personas to inform design decisions and tailor content to specific audience segments.
Project Challenges:
- Outdated Website Design
- Lack of User Engagement
- Unclear Value Proposition
- Complex Information Presentation
- Competitive Market Positioning
- Diverse Audience Needs
- Limited Brand Consistency
- Crafting an Effective Digital Marketing Strategy
- Developing Accurate User Personas
- Technical Implementation and Integration
Approach:
- Website Redesign:
- Conducted a thorough analysis of the existing website to identify pain points and areas for improvement.
- Collaborated with designers and developers to create a visually appealing and responsive website design that focused on user experience and easy navigation.
- Incorporated the new color palette, typography, and imagery to reflect Pocket Payments’ brand identity and values.
- Market Research:
- Conducted extensive market research to gain insights into industry trends, customer preferences, and competitor offerings.
- Analyzed user behavior and preferences to inform design and content decisions, ensuring a user-centered approach.
- Social Media Campaign:
- Created a strategic social media marketing plan that outlined campaign objectives, target audience, messaging, and content distribution strategy.
- Designed engaging social media graphics that visually communicated Pocket Payments’ benefits and solutions.
- Crafted compelling copy that highlighted the key value propositions, using clear and persuasive language.
- User Personas:
- Developed detailed user personas based on market research, including profiles of e-commerce entrepreneurs, retail store owners, corporate managers, and tech start-up founders.
- Identified pain points, goals, and motivations of each persona to tailor website content and design elements accordingly.
Results:
- Website Redesign:
- The new website design received overwhelmingly positive feedback from test users, who praised its modern and intuitive interface.
- User engagement metrics, such as time spent on the website and pages per session, increased significantly.
- Market Research:
- The insights gained from market research allowed Pocket Payments to make informed decisions about their product offerings, pricing strategy, and customer support.
- Social Media Campaign:
- The social media campaign generated high levels of engagement and click-through rates, leading to increased traffic to the website.
- Several leads were generated through the campaign, resulting in successful conversions and appointments booked.
- User Personas:
- The user personas served as a valuable reference throughout the design and content creation process, ensuring that the website effectively addressed the needs and preferences of different user segments.
Conclusion:
In conclusion, the website redesign for Pocket Payments, along with the strategic market research, social media campaign, and user personas, will result in a more impactful online presence, increased user engagement, and successful lead generation. The collaborative effort of the design and marketing team led to a comprehensive solution that aligned with Pocket Payments’ goals and positioned them as a trusted leader in the payment processing industry.
Social Media Presence:
Challenges: Quality & Brand Consistency
- Inconsistent designs, branding
- Poor image quality
- Alignment and contrast issues
- Typography – too many fonts, too big
- Too many styles
Solutions: Modern, Clean, Consistent
- Developed a style guide for junior designers
- Unsplash – High-quality images for free
- Set a base template for use in Canva
- Typography updated to single typeface
- Created a compelling and modern style
Website Design: Landing Page
Problem:
- No hero section.
- Layout is very compact and needed more white space.
- Each section of content on the landing page had a unique CTA.
- The layout was dated and felt like a template design.
- The images were dated and added to the generic template vibes.
- The third row fell overboard, and it was my job to get it back safely.
Solution:
- Modern header with clear CTA – Book a Meeting Today!
- Hero section with CTA
- Icons that represent compatible payment processors and shopping carts.
- Updated home page with colourful graphics and striking text.
- Incorporate Lottie files for a modern vibe.
Website Design: Landing Page
Problem:
- Too much white space.
- Main menu is super small and has terrible contrast.
- Content is aligned left and right, hard to read and not very approachable for readers.
- Images add no life to the layout, are too dark and give a template vibe.
Solution:
- Floating, sticky header with clear CTA – Book a Meeting Today!
- Content is displayed using modern carousel.
- Great contrast.
- Content is more approachable and easier to read.
Website Design: Contact Page
Problem:
- Header is very dark and way too big.
- Heading font is too large.
- No contact form.
- Multiple CTA.
- Page layout – weird block of text overboard again for some reason.
Solution:
- Modern header with page indicator.
- Map section.
- Easy to find contact information – address, telephone, and email information.
- Social media CTA
- Contact form.
Process
(Freelance: July – August 2023)
Let’s Connect!
Start your creative journey today!
Work
Explore more of my projects.
