Meet Engage
Engage is a digital collaboration platform that helps teams build new opportunities and prepare for client engagement to ensure a robust pipeline. Before launching the app, we needed a way to easily introduce it to sellers, enable them on how to use it, and receive buy-in.
To address this need we launched an internal IBM campaign called Meet Engage, which included a microsite and email campaign.
Pain points
I used personas, user interviews, and surveys to better understand seller behavior and identify pain points that needed to be addressed.
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Prior to launching the site, enablement regarding Engage was housed on multiple sites and sales teams were usually guided through the experience by an Engage strategist. Though this worked well on a smaller scale, we grew to have less and less control over the quality of enablement. When scaling the app, we knew we needed to provide sellers with a cohesive experience in a central location.
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By the time we were ready to scale Engage, we had developed a lot of training materials and enablement assets. But as we continued with user testing, we realized a lot of it just wasn't necessary or was far too lengthy. We needed to simplify all of our enablement materials and present them in one, easy to use site.
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One of the main goals of the site was to gain buy-in from sellers and sales leaders. Prior to launching the site, we'd receive and distribute user testimonials mostly at random. In order to meet our goal, we knew we had to present testimonials in one central location.
The process
After we identified the need for a microsite, I spent some time familiarizing myself with Engage and how a user would interact with it. I started sketching, creating wireframes and building out clickable prototypes–making sure each design decision was guided by the pain points identified above. After many iterations, I was ready to bring the site to life.
I had also just completed an HTML/CSS class and was eager to dive deeper into development work. Though there were definitely times I questioned my sanity, it turned out to be a great experience. I loved having the opportunity to truly see a project through from beginning to end, and learned a lot about the work that goes into each step of the process.
The solution
The final microsite is a single scrolling page, divided into five different sections: a brief overview of Engage, testimonials from other sellers, a video on the value to sellers, an overview of each of the five sections, and a call to action to join the app and get started.
As part of launching the site, I also helped to develop a communications plan to generate interest in the microsite and Engage.
