Type:
Product strategy
Experience strategy
Services:
Product workshops
Customer interview
Information architecture
UX & content strategy
Copywriting
Tracking strategy
Workplace from Meta
Experience the future of work
As a B2B enterprise that offers business communication software, one of Workplace’s challenges is to provide busy executives with a quick understanding of their solutions. The pandemic presents Workplace with a paradoxical challenge: on one hand, the demand for their business boosters; on the other, their sales team's ability to demonstrate the magic of the product becomes further restricted with lockdowns in place.
Together with the Sales, Product Marketing, and Engineering teams of Workplace, I led the conceptualization, strategy, design, and development of the Workplace's online demo tool—a digital product that gives a taste of the entire product suites.
The aim is to help prospects accurately understand how Workplace works for their organization. Ultimately, the product exists to improve lead’s quality, shorten the sales cycle, and gather new insights about customers’ interests during their consideration phase.
Positioning the product
Workplace’s online demo tool exists within the thoroughly researched and developed sales and marketing ecosystem.
In this ecosystem, the upper funnel awareness efforts (i.e., campaigns, referral, etc.) focus on industry-specific propositions, mid-funnel touchpoints establishing the what/why/who-for of the product, the demo tool’s focus is therefore: enabling prospects to understand how Workplace works, setting the stage for the closing sales call.
The product's information architecture is built on the 4 pillars that connect the world of work.
Information architecture
As a touchpoint between the marketing website and the sales call, the demo tool’s information architecture is informed by the web’s narrative and the sales script.Through workshop facilitation with Sales and Marketing, I helped Workplace articulate the four benefit pillars of the demo tool, each with an appropriate set of features that can effectively bring them to life.
Each benefit constitutes a use case in which the demo user can experience a real-life example of how a Workplace user can combine various features of the product to Access, Talk, Engage, and Work with everyone.
The landing moment leads with the "how" of Workplace.
In-page navigation with "everyone" being the connected dot beween Workplace's four pillars.
Benefit introduction is paired with a stylized interface of features belonging to a given benefit.
User experience strategy
From the developed I.A, I collaborated with Your Majesty’s CD (Lotte Peters) and Design Lead (Magnus Lowing) to sketch out the key UX concept for the product. Treating the 4 benefit pillars as the connected thread for the demo, the product’s sticky navigation allows non-linear exploration of the benefits.
Scroll-to-explore is chosen as the main interactivity for its simplicity, catering to user-tested feedback, which indicates that prospects don’t prefer a click-bloated experience when viewing demos.
A demo sequence is a scrolly-telling experience that guides users through the practical application of each feature.
The content anatomy of a demo sequence: benefit intro, feature description, explainer bubbles, and in-product content.
Content strategy and copywriting
As a demo product designed to augment aspects of a sales call, it is crucial for the demo to feature a sharp narrative, relevant user cases, and to-the-point explanations. Drawing from real-life examples gathered through interviews with Workplace’s customers, I developed the product’s content strategy and provided brand/UX copy for the entire experience.
The content strategy also guides Workplace’s engineers on how to develop content components for the product, ensuring that it can be easily updated and optimized as we gather feedback from sales and customers.
Measurement framework
As the product's launch approached, I created a tracking plan that informed both Workplace’s Engineering and Analytics teams. In my role as the lead information and content architect of the product, I helped visualize the engagement and conversion funnels of the experience. This also means breaking down the product into micro and core trackable metrics/KPIs, providing valuable insights into our product’s effectiveness, and gathering initial data about user interests.