Lean Labs redesigned the brand experience of BrianTracy.com for clarity, simplicity, to reflect the legacy of one of the world's premier trainers/coaches/authors in personal and professional development.

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

Our objective

Over the past 15 years, Brian Tracy was a pivotal influence in our own entrepreneurial growth. When we were presented with the opportunity to help Brian Tracy International revamp their brand experience, we jumped on it!

To understand the project, you first need to understand Brian Tracy.

Brian Tracy has consulted for more than 1,000 companies. He's addressed more than 5,000,000 people in 5,000 talks and seminars throughout the US, Canada, and 55 other countries worldwide. As a Keynote speaker and seminar leader, he speaks to more than 250,000 people each year.

He has studied, researched, written, and taught for 30 years in the fields of economics, history, business, philosophy and psychology. He is the top selling author of over 45 books that have been translated into dozens of languages. He has written and produced more than 300 audio and video learning programs, including the worldwide, best-selling Psychology of Achievement, which has been translated into more than 20 languages.

Brian's old site was just about as busy as he's been over the past 30 years. Information was everywhere, overwhelming visitors rather than offering a clear journey.

Our goal was to deliver Brian a brand experience that would reflect the simplicity and clarity of his training. Brian Tracy is a very 'tactical' trainer, always focusing on principles and the process of mastering any given skill. Reflecting Brian's character, we delivered a tactical website, focusing on brand experience and inbound marketing tactics throughout.

Project Priorities

1First Priority Invent a new information architecture for the site, focused on simplicity and journey.
2Second Priority Redesign his dated site into a bold brand experience.
3Third Priority Design and implement a marketing journey that would convert visitors into leads, and leads into customers.

How we did it

1. Define Objectives

A deep dive into your business model, your goals and requirements, and 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. Advance

Customer feedback loops and analytics measure what's working. Learning what works drives new ideas. Continuous improvement is the foundation of successful marketing.

Lean Labs gave us the solid foundation we need to build the best possible website experience for our customers. There’s no substitution for having a well-thought-out plan, when you have this everything else just falls into place.”
Chelsea Frederick, VP Marketing

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