primary goals
• Onboard directly from the site without a sales demo
• Simplify the product's messaging into its core functions
• Demonstrate the product's versatility across careers
SideDoor connects interior designers, stagers, influencers, and e-designers directly to vendors through one streamlined platform. I was approached to rethink the messaging and solidify a refreshed brand identity. In the first nine months of the relaunched site, platform users increased 277%, vendors increased 110%, and social media users quintupled.
The client was looking to streamline their message, and improve their conversion rates into more signups. When pitching the product one-on-one in a demo, they had great success, but were losing people on their website. They needed to differentiate from the industries' current trendy neutral palettes and delicate UI, while simplifying and unifying their messaging across the site.
• Onboard directly from the site without a sales demo
• Simplify the product's messaging into its core functions
• Demonstrate the product's versatility across careers
• User data showed a primarily female audience, in the 35-55 range. However, the client did not want to limit their audience, and therefore did not want feminine branding (as often seen in the home industry)
• These demographics reflect the home industry as a whole, but data shows a growing number of non-female identifying designers flooding the market
• With the increasing e-design market, more designers are trying to diversify revenue streams through their own social networks
After research and messaging exploration, I developed a fresh, bold brand identity that utilized motion in various applications. After designing across 5 breakpoints and their appropriate responsive grids, I directed a development team that built the project in webflow.
I designed and created lottie animations to enhance the messaging of the steps of use, without slowing the site down. These graphics allowed for high quality animations to be triggered on scroll, and is meant to slow the user down to encourage them to read the simplified version of what the platform does, if they happened to miss the intro video.
To bring this project to life, I collaborated with a motion graphics designer to write copy, hire a voice actor, and create a visual narrative direction.
Case studies were an integral part of the marketing strategy to show diverse uses of the application, so an illustrator was hired to create subtle animations for each user.
277% increased user growth
110% increased vendor growth
Orders placed increased every month
Collections created and shared increased every month
Revenue increased every month
Customer check outs increased every month
Social Media followers grew 5x since launching
