Designed and launched a strategic digital-first marketing partnership campaign—helping increase awareness and transform trial users into happy paying customers.
CLIENT
CrowdStrike
ROLE
Lead Designer
CREDITS
Thirst (Agency)
PROJECT DURATION
4 months
CrowdStrike is a cybersecurity company that specialises in cloud-native endpoint security. The marketing team and key stakeholders have a strategic marketing alliance with Mercedes-AMG Petronas Formula One Team to promote their Falcon Complete Software. The goal of the partnership was to increase brand awareness, expose their Falcon software to new audiences and help grow their customer base.
So, where do I come into this?
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CrowdStrike needed to develop a customer-first campaign that would fundamentally transform the lead generation experience by reducing frustration, increasing engagement and eliciting genuine curiosity and desire to become a Falcon Software user. Strong UX design is central to any successful digital marketing strategy because, in addition to helping marketing specialists reach their target market, a positive user experience can boost customer satisfaction and lead to higher conversion rates.
I was tasked with creating a cross channel digital marketing campaign, to nurture existing leads, up-sell software platforms to existing customers and generate new leads from new audiences.
Key Responsibilities
Concept Creation & Vision
I created the overarching “Big Idea” to capture the audience's interest and inspire them to order. Mockups were produced to share the vision, align with stakeholders and drive decision-making.
Design Execution & Validation
We tested our designs by observing and interviewing customers in-store, validating that the new designs were highly effective and improved CX.
Complimentary cross-channel lead-gen experience
Creating experiences with specific content and message functionality for each channel while staying consistent in brand messaging and recognition can be challenging. But, wherever challenges lie, there are also opportunities.
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Customers expect an experience tailored specifically to their own preferences and needs, we created a cross-channel strategy to deliver this customised experience.
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We were selective with our choice of channels, choosing those that work better together. After the research and strategy phase, we determined CrowdStrike sat comfortably within the magician personality type. We incorporated all channels through which our audience interacts the most with CrowdStrike or their competition. We leveraged social and paid media platforms to engage with our audience through enticing visuals and messaging. At the same time, giving us the opportunity to interact directly with potential customers; something that isn’t possible in most other channels. This helped us increase brand awareness, engagement, and even conversions.
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The cross-channel strategy helped to improve the audience’s experience through personalisation, all social and paid media guided the audience to the campaign microsite—specifically designed to optimise user experience for customers exploring the Falcon Complete platform online. Within the microsite, you can unlock exclusive content about the platform, find the most relevant package and book a free trial of the Falcon Complete Platform.
Information Architecture and Structure
Through simple and structured layouts, combined with slick animation and interactivity, we let the alliance between CrowdStrike and Mercedes-AMG Petronas Formula One Team, speak for itself.
User Interface Interactions
Whilst bold typography was a key aspect to the art direction, careful attention had to be placed when dealing with interactivity. A strong relationship with the development team was key to hone in on any potential responsive issues. Wireframe annotations with interaction breakdowns were a crucial step in the design process, helping developers gain a deeper understanding of the interactive elements of the microsite.
Final Design: Lead Gen Made Simple
The human-centered design provides users with an engaging way to easily explore the Falcon products, that users are looking for. The result is an elevated discovery experience featuring playful interactivity that depicts the solution in an engaging way.
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2D animations were created to add depth to the brand. We used the concept of the CrowdStrike Falcon as the core, with the solution benefits surrounding the core, which would spin.
Iterative Prototyping
We used interactive prototypes to implement usability testing into the early stages of development for an opportunity to check functionality, design, UX, marketing and business strategy, before coding the final solution.
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The usability results helped us identify pressing usability speedbumps and how to fix them. We conducted Iterative prototyping by creating and testing the microsite designs in small, incremental stages. This allowed us to quickly gather feedback, make adjustments, and improve the overall user experience.
The Results
The new website created record growth for CrowdStrike from digital channels, resulting in increased traffic and helping to deliver an improved conversion rate year on year.
Our primary measure of success is the number of falcon complete demo's that are booked via the website, which were tracked against an annual target. The last results I received reached over 85% of the annual target that year.
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