ExOne – George Kalantzis

MY ROLE: Experience team lead, Client liaison

SERVICES: Discovery, Strategy, Journey Mapping, Persona Development, User Experience Design, Visual Design, User Testing, CMS Integration & Development, Copyrwriting, Analytics Migration, Salesforce Web to Lead Integration, Salesforce Lead Queue Development

ExOne was looking to reposition the brand and modernize the website, while also implementing a new CMS for the business. During this time, the business was in the early stages of digital transformation and needed a partner to help work through developing a customer-centric website that addressed deliverability across devices, CMS enablement for the business (including footprints for global presence), and the ability to better measure web-generated leads from the website.

We started the effort by leading a 2-day integrated Discovery session with the ExOne team to understand the business, customers, buying cycles and products. The agenda included the following activities with global participants from across the business:

1:1 Interviews with Marketing, Product & Business Verticals, Sales, Support, and Leadership to understand Brand, Product, Customer Needs, and Competitive Differentiation
Empathy Mapping, Personas
Journey Mapping
User Goal Prioritization
Taxonomy Collaboration
Design Thinking Fly-Through Activity (Experience Modeling)
Technology Requirements (Current State, Future-casting)

Following the sessions, we produced key artifacts that included:

Discovery Summary, Key Themes & Takeaways
Competitive Analysis
Taxonomy, Sitemap
Personas
Journey Maps
Wireframes
Brand Boards, Style Tiles
Website Technology Recommendations

The refreshed brand and website were delivered under a tight timeframe in advance of ExOne’s largest tradeshow, showcasing a customer-centric website while providing technology that allowed for scale and measurability.

RESULTS

Delivered 2,000 measurable marketing leads in less than one year, solving previously non-measurable challenges
Organic visibility score improved by 353 points in year one
~35% increase year one in organic traffic improved YoY after redesign (each month)
Implemented new CMS framework, allowing for a ‘grid-based’ approach for the global business, while still having the ability to manage regional content and workflow independently

TOOLSETS USED
Adobe Creative Suite, Invision, Figma, Gather Content, Google Docs, Trello, Wrike

METHODOLOGY
Agile (Hybrid Scrum)