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Tasked with enabling a startup to compete head to head with established players like Kony, Mendix and SAP, we pulled out all the stops for a complete brand and marketing redesign, our largest project of 2014.

  • Year
  • 2014
  • Duration
  • 12 Weeks
  • Responsiblities
  • User Experience
  • Brand Experience
  • Information Architecture
  • Responsive Design
  • Marketing Strategy
  • Front-end Design
  • Marketing Platform
  • Inbound Marketing

Our objective

What value exists in the most amazing agile, model-driven enterprise app development platform if nobody knows about it?

appsFreedom has a complex offering in a complex industry space. When asked what the essence of their brand should be, they answered with, "SIMPLE." We had our work cut out for us!

appsFreedom had a compelling value proposition, but it wasn't gaining the traction they sought. We stopped there and dug deeper into their business model, value proposition, target customers, and growth objectives.

Their goals were big, but we liked that. Growing 10% a year is boring (inflation handles most of that for you). Growing 10% a month is a challenge we can get excited about!

We discovered their current value proposition of building an enterprise app in just 5 days built doubts in their customers' mind. We found that stating apps could be built entirely with non-programmers, was a turn-off to the IT departments who purchase such solutions.

After a deep dive into customer research, we tweaked and tested their UVP, then designed and built the most fun-to-build feature tour in our company's history!

We started with an MVP launch, to test the new positioning, in just 45 days. In the first 60 days their site saw:

  • Unique Visits up 46%
  • Pageviews up 94%
  • Pages/Session up 32%
  • Session Length Up 44%
  • Bounce Rate down 19%
All this with a 5 page MVP website replacing hundreds of pages!

Inbound marketing launched 63 days later. We'll be gathering results throughout 2015 and reporting back with a complete case study. We sure enjoy working with Vaidy Iyer (CEO) and his team, and we're excited to be working with this deserving brand!

Project Priorities

1First Priority Launch a completely revamped website in 45 days (it took us 50).
2Second Priority Develop a soup to nuts Inbound Marketing strategy (launched 60 days later).
3Third Priority Plan and execute Inbound Marketing campaigns to achieve their growth objectives.

How we did it

1. Define Objectives

A deep dive into your business model, your goals and requirements. Includes audits of your site, marketing assets, and competitors.

2. Customer R&D

Customer development starts with buyer personas and value proposition canvases, and ends with creation of the buying journey.

3. Frame

Information architecture covers site map and page flow, while wireframes frame the structure of the site.

4. Story

Engaging content, unique value propositions, compelling offers, converting calls to action, and nurturing workflows.

5. Style

Moodboards, style tiles, fonts, colors, and brand assets all come together in your brand's style guide.

6. Create

Mobile first design progressively enhances the experience as you step up from mobile to tablet to desktop.

7. Responsive HTML

Fully responsive HTML5 templates are built to impress users on all devices, then migrated to the marketing platform of choice.

8. Inbound Marketing

We've just launched appsFreedom's blog and learning center as their base camps for Inbound Marketing. Customer feedback loops and analytics will report results, driving new ideas. Continuous improvement is the foundation of successful marketing.

Want an engaging, high conversion, responsive solution for you brand?