While SecureVideo had all the right features, not enough people were aware of the brand and platform, and when did they make it to their site, the conversion rates showed that the story being told did not highlight its value prop or best benefits.
Propane facilitated brand workshops and discovery sessions to pull out three key brand pillars from which all work would be derived. Using these, propane refreshed the logo and brand identity to visually reinforce these pillars.
The next challenge for Propane was to identify the right benefits that speak to the 4 main audiences propane identified. Through empathizing with these audiences and understanding their buyer journey, Propane was able to establish the right direction for a website that would serve its users and align to SecureVideo’s business objectives.
In understanding the audiences, the big shift in experience direction was supporting both enterprise and small healthcare providers — both of which value and use the SecureVideo platform differently. This lead Propane to create a break in information architecture to make a landing page and space for each audience to explore independently of each other. This allowed the content strategy and conversion points for each to be fine-tuned to the benefits and value prop for different business sizes.