Pivotal is a trusted partner in IT innovation transformation that has helped develop the gold standard for modern software practices. As an expanding powerhouse for innovation transformation, they needed to create a cohesive marketing experience that would resonate with a broad set of user personas ranging from developers to line managers to executives. Pivotal's challenge for Digital Telepathy was to create a cohesive branded house experience that speaks to each of these personas’ needs. My role on this project, while working for Digital Telepathy, was the lead UX/UI Designer, working in partnership with Pivotal's marketing team for several years.
Initially our team defined their primary user personas in order to know who to speak to through the design and usability of the site. Next we jumped into wireframing and figuring out their complex IA. Customer Interviews, onsite meetings and multiple deep dives into their content and videos helped us define the flow and content of multiple pages. Through moodboarding and style tiles we helped them zero in on their brand look and feel and find alignment. Designing every page of their site and solving complex issues that come with a lot of content and stakeholders followed.
User Empathy and Stakeholder Alignment
In order to craft effective content, we needed to understand the breadth of Pivotal’s customers that includes the likes of GE, Allstate, Mercedes Benz and IDEO. Interviewing customers, stakeholders and Pivotal’s sales teams allowed us to understand the needs and goals of their customers as well as their typical buying cycles. From there we were able to tailor website content that aligned to our user research.