About the Project
About the Project
Founded in 2012, Flowcase is an online SaaS-based application that empowers professional services firms to create tailored resumes, CVs, and case studies with ease, helping them to win more bids in less time. Before they were Flowcase, they were CV Partner - a company made up of only ten employees when I joined in 2019. After transitioning into a full-time role following my UX internship, I began a two-year-long company rebrand and website redesign journey - the first of its kind since the company was founded.
About the Project
Founded in 2012, Flowcase is an online SaaS-based application that empowers professional services firms to create tailored resumes, CVs, and case studies with ease, helping them to win more bids in less time. Before they were Flowcase, they were CV Partner - a company made up of only ten employees when I joined in 2019. After transitioning into a full-time role following my UX internship, I began a two-year-long company rebrand and website redesign journey - the first of its kind since the company was founded.
About the Project
Founded in 2012, Flowcase is an online SaaS-based application that empowers professional services firms to create tailored resumes, CVs, and case studies with ease, helping them to win more bids in less time. Before they were Flowcase, they were CV Partner - a company made up of only ten employees when I joined in 2019. After transitioning into a full-time role following my UX internship, I began a two-year-long company rebrand and website redesign journey - the first of its kind since the company was founded.
My Contribution
My Contribution
Working closely with the CEO and CPO, I led the marketing and website redesign project for Flowcase, formerly known as CV Partner. The goal was to enhance the buyer journey to yield better qualified leads, align content with our ideal customer profile (ICP) and improve employer branding. This included conducting user research, analyzing visitor paths and reorganizing the existing web page architecture, collaborating with external agencies to refine the brand's messaging. I also created graphics and visual assets that are still used in marketing campaigns, internal documents, and support guides today.
My key responsibilities and achievements included:
Conducting user research and working with external agencies to better understand marketing principles including Gartner's ICP/USP etc.
Designing website mockups and collaborating with stakeholders to incorporate feedback.
Handing off final deliverables in Figma for implementation in Webflow.
Managing an external copywriting agency to create interesting and helpful posts targeted toward new and existing customers that followed the company on LinkedIn.
Leading the re-brand and refining the brand voice for the company to encourage customers to recognize the product as a reliable, familiar service.
Implementing a content marketing strategy and tools including Notion and Canva, both of which went on to become two of the most used tools across the organization.
Creating updated marketing material, redesigning presentations and documents commonly used by different teams, and making templates that could be easily duplicated for specific use cases to ensure a cohesive look and feel across touch points.
My Contribution
Working closely with the CEO and CPO, I led the marketing and website redesign project for Flowcase, formerly known as CV Partner. The goal was to enhance the buyer journey to yield better qualified leads, align content with our ideal customer profile (ICP) and improve employer branding. This included conducting user research, analyzing visitor paths and reorganizing the existing web page architecture, collaborating with external agencies to refine the brand's messaging. I also created graphics and visual assets that are still used in marketing campaigns, internal documents, and support guides today.
My key responsibilities and achievements included:
Conducting user research and working with external agencies to better understand marketing principles including Gartner's ICP/USP etc.
Designing website mockups and collaborating with stakeholders to incorporate feedback.
Handing off final deliverables in Figma for implementation in Webflow.
Managing an external copywriting agency to create interesting and helpful posts targeted toward new and existing customers that followed the company on LinkedIn.
Leading the re-brand and refining the brand voice for the company to encourage customers to recognize the product as a reliable, familiar service.
Implementing a content marketing strategy and tools including Notion and Canva, both of which went on to become two of the most used tools across the organization.
Creating updated marketing material, redesigning presentations and documents commonly used by different teams, and making templates that could be easily duplicated for specific use cases to ensure a cohesive look and feel across touch points.
My Contribution
Working closely with the CEO and CPO, I led the marketing and website redesign project for Flowcase, formerly known as CV Partner. The goal was to enhance the buyer journey to yield better qualified leads, align content with our ideal customer profile (ICP) and improve employer branding. This included conducting user research, analyzing visitor paths and reorganizing the existing web page architecture, collaborating with external agencies to refine the brand's messaging. I also created graphics and visual assets that are still used in marketing campaigns, internal documents, and support guides today.
My key responsibilities and achievements included:
Conducting user research and working with external agencies to better understand marketing principles including Gartner's ICP/USP etc.
Designing website mockups and collaborating with stakeholders to incorporate feedback.
Handing off final deliverables in Figma for implementation in Webflow.
Managing an external copywriting agency to create interesting and helpful posts targeted toward new and existing customers that followed the company on LinkedIn.
Leading the re-brand and refining the brand voice for the company to encourage customers to recognize the product as a reliable, familiar service.
Implementing a content marketing strategy and tools including Notion and Canva, both of which went on to become two of the most used tools across the organization.
Creating updated marketing material, redesigning presentations and documents commonly used by different teams, and making templates that could be easily duplicated for specific use cases to ensure a cohesive look and feel across touch points.
The Challenge and Goals
The Challenge and Goals
The previous website that the company had maintained for several years did not effectively guide potential buyers through their decision-making process. The visual design was not prioritized and it was very clearly and quickly becoming out-of-date. Our primary objectives were:
Improve user flow to nurture buyers in the explore and evaluate stage.
Increase Marketing Qualified Leads (MQLs) by providing the right information at the right time.
Enhance content strategy to target decision-makers (like budget holders and executives).
Create a scalable design system to streamline content creation and branding.
The Challenge and Goals
The previous website that the company had maintained for several years did not effectively guide potential buyers through their decision-making process. The visual design was not prioritized and it was very clearly and quickly becoming out-of-date. Our primary objectives were:
Improve user flow to nurture buyers in the explore and evaluate stage.
Increase Marketing Qualified Leads (MQLs) by providing the right information at the right time.
Enhance content strategy to target decision-makers (like budget holders and executives).
Create a scalable design system to streamline content creation and branding.
The Challenge and Goals
The previous website that the company had maintained for several years did not effectively guide potential buyers through their decision-making process. The visual design was not prioritized and it was very clearly and quickly becoming out-of-date. Our primary objectives were:
Improve user flow to nurture buyers in the explore and evaluate stage.
Increase Marketing Qualified Leads (MQLs) by providing the right information at the right time.
Enhance content strategy to target decision-makers (like budget holders and executives).
Create a scalable design system to streamline content creation and branding.
Research, Discovery and Ideation
Research, Discovery and Ideation
In the Figma file provided, you’ll find the detailed journey we undertook to define buyer personas and create the ideal customer profile. Using Upsales and Google Analytics, I analyzed customer visitor paths, considering their roles and behaviors to develop personas that would better inform the team of their perceived goals within the website. Where did they exit? Which pages did they spend a significant amount of time on? Or conversely, which did they hardly check out?
The research focused on:
High-level executives with decision-making authority.
Users seeking in-depth information before making a purchase.
Identifying key pain points and content gaps in the buyer journey.
After mapping the ideal user flow, I conducted a comprehensive audit of the existing website content. Pages were categorized to highlight missing content essential for building buyer confidence. Additionally, I identified redundant pages that did not contribute to conversions and structured content streams based on buyer segments and decision stages. With these insights, I began conceptualizing the new website structure to enhance engagement and drive conversions.
Research, Discovery and Ideation
In the Figma file provided, you’ll find the detailed journey we undertook to define buyer personas and create the ideal customer profile. Using Upsales and Google Analytics, I analyzed customer visitor paths, considering their roles and behaviors to develop personas that would better inform the team of their perceived goals within the website. Where did they exit? Which pages did they spend a significant amount of time on? Or conversely, which did they hardly check out?
The research focused on:
High-level executives with decision-making authority.
Users seeking in-depth information before making a purchase.
Identifying key pain points and content gaps in the buyer journey.
After mapping the ideal user flow, I conducted a comprehensive audit of the existing website content. Pages were categorized to highlight missing content essential for building buyer confidence. Additionally, I identified redundant pages that did not contribute to conversions and structured content streams based on buyer segments and decision stages. With these insights, I began conceptualizing the new website structure to enhance engagement and drive conversions.
Research, Discovery and Ideation
In the Figma file provided, you’ll find the detailed journey we undertook to define buyer personas and create the ideal customer profile. Using Upsales and Google Analytics, I analyzed customer visitor paths, considering their roles and behaviors to develop personas that would better inform the team of their perceived goals within the website. Where did they exit? Which pages did they spend a significant amount of time on? Or conversely, which did they hardly check out?
The research focused on:
High-level executives with decision-making authority.
Users seeking in-depth information before making a purchase.
Identifying key pain points and content gaps in the buyer journey.
After mapping the ideal user flow, I conducted a comprehensive audit of the existing website content. Pages were categorized to highlight missing content essential for building buyer confidence. Additionally, I identified redundant pages that did not contribute to conversions and structured content streams based on buyer segments and decision stages. With these insights, I began conceptualizing the new website structure to enhance engagement and drive conversions.
Implementation and Collaboration
Implementation and Collaboration
Through multiple iterations and A/B testing on Usertesting.com, I refined a final prototype that stakeholders approved. I led the development of UX copy, ensuring clear, concise, and user-friendly messaging across the website. After handing off UX deliverables to web developers, I continued the brand overhaul by updating marketing materials across all touchpoints, including meetings, workshops, and internal guides. With employer branding being a priority for this growing startup, I ensured that existing employees felt engaged in the transformation - hosting brand workshops with the entire company as part of the project.
I collaborated closely with an external copywriting agency to refine tone, voice, and messaging tailored to different buyer personas. Together, we established a consistent brand voice to strengthen recognition beyond the core application. To support this, I developed a Content Hub in Notion, providing easy access to brand guidelines, persona research, and content pillars.
Additionally, I worked with an agency to create engaging LinkedIn content targeted at new and existing customers, aiming to build brand recognition outside the application itself. However, to ensure a scalable approach, I introduced a Canva content asset management system for marketing and sales teams so we could become less dependent on the agency. This provided easy access to templates and guides, ensuring company-wide consistency in branding across all materials.
Implementation and Collaboration
Through multiple iterations and A/B testing on Usertesting.com, I refined a final prototype that stakeholders approved. I led the development of UX copy, ensuring clear, concise, and user-friendly messaging across the website. After handing off UX deliverables to web developers, I continued the brand overhaul by updating marketing materials across all touchpoints, including meetings, workshops, and internal guides. With employer branding being a priority for this growing startup, I ensured that existing employees felt engaged in the transformation - hosting brand workshops with the entire company as part of the project.
I collaborated closely with an external copywriting agency to refine tone, voice, and messaging tailored to different buyer personas. Together, we established a consistent brand voice to strengthen recognition beyond the core application. To support this, I developed a Content Hub in Notion, providing easy access to brand guidelines, persona research, and content pillars.
Additionally, I worked with an agency to create engaging LinkedIn content targeted at new and existing customers, aiming to build brand recognition outside the application itself. However, to ensure a scalable approach, I introduced a Canva content asset management system for marketing and sales teams so we could become less dependent on the agency. This provided easy access to templates and guides, ensuring company-wide consistency in branding across all materials.
Implementation and Collaboration
Through multiple iterations and A/B testing on Usertesting.com, I refined a final prototype that stakeholders approved. I led the development of UX copy, ensuring clear, concise, and user-friendly messaging across the website. After handing off UX deliverables to web developers, I continued the brand overhaul by updating marketing materials across all touchpoints, including meetings, workshops, and internal guides. With employer branding being a priority for this growing startup, I ensured that existing employees felt engaged in the transformation - hosting brand workshops with the entire company as part of the project.
I collaborated closely with an external copywriting agency to refine tone, voice, and messaging tailored to different buyer personas. Together, we established a consistent brand voice to strengthen recognition beyond the core application. To support this, I developed a Content Hub in Notion, providing easy access to brand guidelines, persona research, and content pillars.
Additionally, I worked with an agency to create engaging LinkedIn content targeted at new and existing customers, aiming to build brand recognition outside the application itself. However, to ensure a scalable approach, I introduced a Canva content asset management system for marketing and sales teams so we could become less dependent on the agency. This provided easy access to templates and guides, ensuring company-wide consistency in branding across all materials.
Key Takeaways
Key Takeaways
This was an incredibly rewarding project to lead, immersing myself in new marketing frameworks while expanding my UX skill set early on in my design career. The positive results from the website redesign reinforced the value of in-depth user research, content strategy, and cross-functional collaboration. I found the process of aligning website structure with the buyer journey particularly fascinating, as it helped create a more intuitive and impactful experience beyond iterating on user feedback and usability testing.
Following the new website launch, we saw increased user retention and engagement with key pages, along with improved lead generation through downloads of whitepapers and resources - previously an unidentified content gap. The refreshed design also had a meaningful impact on the team, strengthening employer brand presence and fostering cross-team adoption. This experience not only strengthened my skills in user-centric design and strategy but also highlighted the power of research-driven decisions in creating meaningful, lasting impact.
Key Takeaways
This was an incredibly rewarding project to lead, immersing myself in new marketing frameworks while expanding my UX skill set early on in my design career. The positive results from the website redesign reinforced the value of in-depth user research, content strategy, and cross-functional collaboration. I found the process of aligning website structure with the buyer journey particularly fascinating, as it helped create a more intuitive and impactful experience beyond iterating on user feedback and usability testing.
Following the new website launch, we saw increased user retention and engagement with key pages, along with improved lead generation through downloads of whitepapers and resources - previously an unidentified content gap. The refreshed design also had a meaningful impact on the team, strengthening employer brand presence and fostering cross-team adoption. This experience not only strengthened my skills in user-centric design and strategy but also highlighted the power of research-driven decisions in creating meaningful, lasting impact.
Key Takeaways
This was an incredibly rewarding project to lead, immersing myself in new marketing frameworks while expanding my UX skill set early on in my design career. The positive results from the website redesign reinforced the value of in-depth user research, content strategy, and cross-functional collaboration. I found the process of aligning website structure with the buyer journey particularly fascinating, as it helped create a more intuitive and impactful experience beyond iterating on user feedback and usability testing.
Following the new website launch, we saw increased user retention and engagement with key pages, along with improved lead generation through downloads of whitepapers and resources - previously an unidentified content gap. The refreshed design also had a meaningful impact on the team, strengthening employer brand presence and fostering cross-team adoption. This experience not only strengthened my skills in user-centric design and strategy but also highlighted the power of research-driven decisions in creating meaningful, lasting impact.