Brandfolder Homepage Redesign
As Brandfolder moved upmarket and gained traction with more enterprise clients, it became clear that the company outgrew its website. Now that Brandfolder is a major player in the Digital Asset Management (DAM) space, it needed a website to match its platform — powerfully simple, sophisticated yet approachable, and able to cater to clients with thousands of assets and complex DAM requirements.
I was tasked with revamping the Brandfolder homepage — from writing new copy, to reorganizing the sitemap, to sketching wireframes of key pages, to creating the final design in our content management system (CMS). I had the support of my manager, whom I collaborated with and acquired feedback from, a developer, who implemented custom code in our CMS, and a design contractor, who created custom illustrations and graphics.
In this case study, I'll walk through key steps in my design process.
Note: To comply with my non-disclosure agreement, I have omitted confidential information in this case study. This information in this case study does not necessarily reflect the views of Brandfolder.
First, I organized a focus group of marketers and creatives matching our target demographic for a 1-hour session. We gathered valuable feedback through card sorting and a discussion of important questions, such as:
- Based on our current website, what does Brandfolder do?
- What problems do you think Brandfolder solves?
- What drew your attention first from our homepage?
- Who do you think our target audience is?
- If you were purchasing a DAM and considering Brandfolder as a potential platform, where would you navigate first?
In addition to gaining a better understanding of how to organize the new site, we gained some valuable insights. Here are a few notable discoveries:
- 100% of users interviewed were able to identify what Brandfolder does. They understood that Brandfolder is a platform for managing and sharing digital assets, and that we serve marketers and teams across various industries. The Brandfolder tagline and the site's clear, strong branding played a major role in this — proving that these are elements we should keep throughout the redesign.
- Pushing users to a "Get Quote" CTA is aggressive when users don't have enough information or aren't ready to purchase Brandfolder. A CTA like "Get Started" would be better, which could link to detailed information about our platform, Brandfolder resources, or a Brandfolder demo.
- Users like seeing real Brandfolders in action. Showing, rather than telling, is a great way to deliver value. We need to better showcase Brandfolder resources more prominently, which 100% of users interviewed agreed is currently difficult to find. This will make it easy for users to gather information and ultimately coerce them through the sales funnel.
- 75% of users interviewed agreed that clients are another big selling point. Our new website should feature the companies we serve, and explain how we serve them "above the fold."
- "Support" and "Integrations" are also big selling points that are missing from the current website.
Armed with insights from the focus group, I created a sitemap for the new Brandfolder website.
Using this information, as well as inspiration from other enterprise software websites, I sketched out key pages for our new website — "Industries," "Features," and the new homepage. Considering the short timeframe and small team, I decided that high-fidelity wireframes were not needed. Instead, I ran the sketches by my manager and our developer, and loaded the content into Squarespace, our CMS of choice.
The redesigned website is currently live at: www.brandfolder.com.