Design Strategy, Leadership
Earning Customer Trust
Centermark (now known as “Web.com For Enterprise”) was a product whose growth was generated by the need of customers to analyze their marketing data. New features were being added but churn rate was increasing while customer acquisition was decreasing. A big problem was emerging: the product wasn’t flexible to the needs of our customers.
When I began working at Web.com, Centermark was a non responsive desktop site which was not as modern as other marketing and analytical tools — users wanted the ability to drill down into their data, edit marketing campaigns, and see clear visualizations to understand how their marketing dollars were being used.
I lead designers across 3 product teams while regularly working with internal developers and product management.
I drove designers to solve problems by having them collaborate across their multifunctional team. I attended design reviews and facilitated design thinking workshops to improve on how the team researched, designed, prototyped and validated throughout their sprints.
Centermark’s customers are franchisee owners and Franchisors (network owners) who are empowered with business intelligence and digital marketing tools, allowing for success at the local and network level.
Customers have limited time to spend on marketing data.
It’s hard for them to understand their ROI.
They need to be able to back up marketing investment decisions to their Board of Directors.
Customers are willing to invest in opportunities which generate high ROI.
In order to deliver product value to our users, I collaborated with managers and designers to formulate a feature release strategy. Our teams were tasked to improve the product experience by rolling out these features:
Accessible color scales for Data Visualization
Construct a design library.
Create a responsive mobile experience.
Provide a more powerful map visualization of a network.
1. Accessible Color Scales for Data Visualization- The Business Intelligence Team
2. Design Library- The Business Intelligence Team
3. Responsive Mobile Experience- The Offers Management Team
4. Network Monitoring- Business Intelligence Team
The runway looks bright.
We successfully simplified the experience by sunsetting 90% of our custom reports into 15 powerful drill down charts. We increased the average time per session, and improved user engagement. These lead to outstanding revenue growth.
User engagement increase
97% of users logged in monthly.
YOY revenue growth
Increase in session time
Increased average time per session from 1 min and 30 sec to 10 min and 42 sec.