Eventgroove Marketing Site

Design

We committed to using a WordPress+Divi combo back in 2020, and thus far it’s been working reasonably well. The only downside is site speed, but our development team helped us improve site performance near the end stages of this project. 

In terms of design updates, I kept the gradients that have become a core part of our brand identity, but unified them into a single ‘rainbow’ gradient rather than the different color gradients we used on the previous site. 

I had previously designed a system of 130+ icons for the website, but given the icon libraries available online, and our limited resources, we decided to use Font Awesome icons this time around. 

We decided to organize much of the content using a tab module in order to deliver a large amount of information in a visually simplified space. Our copywriter wrote a blurb for each feature available on our platform, and we organized all the features in various sections so they complimented each other.

Overview

I had re-designed Eventgroove’s website previously as part of our rebrand in 2020. After 4 years, we were ready for the next evolution of the brand, and how we communicate our services to customers. Our marketing team was larger than it had ever been so we had bandwidth to conduct customer interviews, and really hone in on organizing our complicated set of products in a cohesive, easily understood website.

Team

Designer (myself), Copywriter, Marketing Director

Design

We committed to using a WordPress+Divi combo back in 2020, and thus far it’s been working reasonably well. The only downside is site speed, but our development team helped us improve site performance near the end stages of this project. 

In terms of design updates, I kept the gradients that have become a core part of our brand identity, but unified them into a single ‘rainbow’ gradient rather than the different color gradients we used on the previous site. 

I had previously designed a system of 130+ icons for the website, but given the icon libraries available online, and our limited resources, we decided to use Font Awesome icons this time around. 

We decided to organize much of the content using a tab module in order to deliver a large amount of information in a visually simplified space. Our copywriter wrote a blurb for each feature available on our platform, and we organized all the features in various sections so they complimented each other.

Process

Our marketing manager worked with some marketing consultants to interview key customers in our business. They conducted the interviews around the Jobs To Be Done framework, and created a site map and content strategy based on these interviews. I had done this part myself on the previous website, and it was wonderful to have experts help drive this on the new site.

In focusing on Jobs To Be Done, we were able to organize the site based on tasks the customer was trying to complete, rather than forcing them to dive into all the various capabilities of our 3 platforms to find what they need.

I collaborated with our Marketing Director and Copywriter to create a few page templates for the different content areas we aimed to include. Then, using these page templates along with the site map we had created, built out the new pages for our site.

Our marketing director then analyzed our current site traffic to identify high-value pages that we would want to keep from the previous site, and I worked on converting those pages to our new design.

After the pages were designed, I handed them over to our copywriter to work on content and SEO.

We had a short review process in which the rest of the company was able to review the site and provide feedback. But as is often the case, we were pressed for time and needed to launch the site before implementing all feedback. We implemented the “must-haves”, and I worked with our tech team to launch the site in our production environment. Then I built a marketing email announcing the new site to our customers.

The site is still very much an ongoing project