Product & Platform Pages
Transformation of ZoomInfo's product and platform pages to prioritize user journeys by use case and persona.
The Problem
ZoomInfo's core product pages required a visual overhaul to align with the recent visual rebrand and revised brand house of products. The content strategy had not been evaluated for multiple years, the templates were overly simplified, and conversion rates were dropping. I led the UX/UI team through the research and design process, partnering with web strategy, product marketing, and content to build a coordinated effort for updates.
Research
We began the project with user research, mapping out the current user flow. With unmoderated user testing and heat maps, we confirmed that users in the consideration phases were blocked from continuing their journey. We conducted thorough competitive analysis to understand the strengths, weaknesses, and opportunities of page features.
Opportunties
We crafted components that broke down value propositions by use case, industry, and business size.
We employed our new illustration style to preview product functionality in an accurate and easy to understand way.
We paced conversion opportunities throughout the page in a variety of buttons and banners, each with a plan for multi-variant testing.
The previous templates only provided space for product feature copy. The new designs weave multimedia case studies and social proof throughout.
Platform Page
Through our user research, we saw an opportunity to introduce a new ZoomInfo Platform page. Previously all of our products had disjointed brands through a series of acquisitions. This page allowed us to present ZoomInfo as a unified platform and create an awareness level page for users who might be less familiar with our specific offerings.
Product Page
The five newly designed product pages feature social proof immediately above the fold through G2 rankings and badges. Content blocks speak to use cases before introducing specific features in a skimmable presentation. Components down the page allow us to balance social proof, stats, and further use case content, concluding in a SEO-friendly FAQ section.
The Results
The redesign product and platform pages met quarterly conversion goals and provided a structured testing ground for continuous conversion optimization. Through this project, we onboarded junior members of the UX/UI team to user research best practices and greatly improved the cross-functional content process. We also introduced a vast collection of web components to our library to align with the visual rebrand.