ActiveCollab

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by  ActiveCollab 
| Fri, 25 Jan, 2019

As a company, we’ve grown, we became smarter and more experienced. The new rebranding also brought a new logo, so our website needed a redesign too since it was out of date. We knew that we need a new marketing website that communicates our brand and solutions better.

Before and during our website redesign, we did a lot of research and spent countless hours talking to our customers. The most important conclusion was this: people often can’t define the problem they’re experiencing, let alone pick a tool or a feature that would resolve it. This is why we decided not to talk about features (unless on the features page).

Then, we identified the biggest pain points our customers have. The next challenge was: How to address them so our customers can relate? After a few brainstorming sessions, we came up with the solution. We created 3d characters. They are the embodiments of our user personas, so there’s Jin - the Project Manager, Ashley - the Marketer, Mike - the Owner, Shawn - the Developer, and Trevor - the Designer. These characters present the narrative. They tell stories on our blog, appear in our promotional videos, details from their lives are depicted in the app.

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