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Responsibilities

 

  • Brand strategy

  • Website design

  • Website copywriting

Wibotic is an autonomous charging startup focused on powering industrial robots ranging from lunar rovers to underwater drones

Watch the video to see the technology in action

Understanding challenges for customers and internal teams

I identified improvements through observations during customer calls, and interviewed the sales team about their greatest challenges. 

These four areas were to improve prospective and current customer experiences, and empower Wibotic employees to better learn from and sometimes automate their interactions with both customer types. 
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Getting to know Wibotic's customers challenges and needs

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Engineers

Challenges 
  • Time poor
  • Asking for technical information is annoying & time consuming
  • Unclear how Wibotic systems work

Needs
  • Digestible, detailed technical product information to aid in decision making
  • Quick and easy installation process
  • Reliable product that saves time

Engineering Managers

Challenges
  • Justifying more expensive charging equipment is difficult without proof of reliability

Needs
  • Social proof/case studies 
  • Analytics to keep track of efficiency

Goals of the new site​

  • Persuade effectively with ample social proofing
  • Clearly describe how the product ecosystem works
  • Make it easy to compare & select systems for a quote
  • Answer commonly asked questions
  • Provide calculators to help decision-making
  • Encourage informed visitors to contact us for a quote on a specific system
  • Improve SEO so customers can better find the site

Restructuring information architecture

With the goals of the new site in mind, I improved SEO and made navigation more intuitive by interlinking pages, added a "Learn" section with calculators, and reorganized information by application (ie. aerial, mobile, space).

I brought along sales, business development, and a SEO consulting firm in this process, and got a final thumbs up before proceeding to wireframing.
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Communicating cross-functionally through wireframes

During the wireframing process, I collaborated with our developer who would be bringing the site to life. I made sure that my design ideas would be feasible for him to complete, working alongside him to ensure a smooth transition between Figma and code. 

Creating a brand voice and identity

Other than a logo, Wibotic had no brand identity, including consistant typography, colors, or voice. 

I wanted the voice of the company to reflect the personality of the 15 employees who were growing the startup, especially since most of them were engineers similar to our own customer base. I created a company-wide poll, and worked closely with the CEO to identify our ideals, goals, and personality we wanted to portray as a company. 

Art directing icons and illustrations

I hired Christine Lee as a contractor to assist me in creating a visual identity for the website. She also created bespoke icons and illustrations for the new site.
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Results: Meeting goals in the high-fidelity wireframe

After implementing the website, the sales team reported quicker sales and productive conversations with more informed prospective customers.
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