PitchBook Profiles Redesign
The PitchBook platform provides hard-to-find financial data and details on any company, investor or fund. We present these data points in a limited capacity to the public on our website to showcase the power of PitchBook and to help our potential customers see the value of our product. These public profiles were the most viewed pages on the PitchBook site. It was time to reimagine these pages and have them display the same innovation that was featured in our product. Visit a live company profile to see it in action.
Results –
1
One new metric was added as we measured leads. ‘Meetings attended’ became the new data point to measure lead quality.
50,000
That was the lead goal for the year. We surpassed the goal and the public profiles were still the number one lead generating asset.
2
This project served as the cornerstone for providing the proof to promote 2 of the designers I managed.
Role –
Creative Strategy, Art Direction, UX/UI Management
Team:
Haley Burson, Jr. Designer
Claire Teters, Jr. UX Designer
Task –
I managed a design team that took on all of the PitchBook website updates. Our initial task was to add repeating ‘book a demo’ buttons, but I led the team to think outside of the box and challenged them to answer the question, “but what if we reimagined these public profiles?”
Learning from the current state
I evaluated how the current pages were performing by gathering user personas, heat maps, usage data, and the user journey map to see what gaps existed. I quickly discovered the page already had competing calls to actions and users were not interacting with any of them. It also lacked the delightful and highly interactive experience of our product.
Asking the right questions
After I documented all of the findings, I gathered the design team and stakeholders for a kick off meeting. I led the meeting by asking questions to better understand their ‘why’.While this project kicked off with a request of ‘can you add more buttons’, we walked out of that meeting all asking ‘what would it take for potential customers to understand our product better’. The real issue we were solving was not the number of leads being generated, it was having them be more informed on our product and the solutions by the time they connected with our sales reps.
Solving a real problem
I presented the solutions to the team and had them work toward highlighting more product messaging and focusing on product interactions and features. I led the team in the conceptualizing phase with some hands-on wireframing and quick prototyping.
Dialing in the interactions
Once we had approval on the wireframes, we started making design improvements across the page touching everything from the mobile interactions to the data tables.
Managing the production
I had the team take on the task of designing all the variables and mobile screens, reviewing and evaluating their solutions all the way to the end. I worked with the engineering team and provided an interaction document and updates to the component library to keep consistency across all web projects.
Campaigning and driving even more traffic.
These pages were SEO monsters and any time you google searched for ‘[Company name] valuation’ these public profiles were the first on the list—but we felt like we could still do better. After the new designs launched, I worked with our campaigns team and copywriters to develop a digital ad system that highlighted the insights these profiles provided.
