Our Plan: A Webflow for Every User

After researching DataDrive’s previous traffic patterns it became clear there were two distinct types of users. There were those working in the analytics space interested in researching DataDrive’s service offerings and team, and users with little analytics knowledge who wanted to explore a bit of everything. Though the users explored the site very differently, they had a common goal: to figure out what exactly DataDrive could offer their organization.

The question of DataDrive’s offerings didn’t have a simple answer. Well, in a sense it did: whatever data stuff you need to be done, DataDrive can probably do it. But we needed to anticipate what specific questions users were asking to qualify ourselves in that space. These questions could include our team’s qualifications, what technologies we partnered with, what our service offerings were, and more.

I decided to approach the website in the same way, I’d approach a ‘choose your own adventure’ book. We would have the answer to every question and the outcome to any situation readily available for our users, and allow them to explore the site based on their needs and comfort level with the content.

This took shape in a simple but broad web map, with each page featuring expansive connections to other parts of the site.

Choose Your Own Adventure

DataDrive’s tagline is ‘Embrace the Adventure’, and much of their existing brand was already adventure-based. I wanted the user’s experience on our site to feel like an adventure from beginning to end. I decided to create one solid image as the background of DataDrive’s homepage to illustrate a journey. This gives the user the ability to explore not just our site and content, but the environment we created.

Additionally, I created adventure-based brand assets and used adventure-esque language in our CTAs. We wanted to create a unique and exciting web experience in the simple and often tame tech space we occupied to stand out from our competitors.

A Web Flow for Every User

I used the research I’d done on users’ behavior for our previous site to fashion a few user journeys that informed the way we built the new site.

John

John is a senior analyst at an enterprise-level consumer packaged goods company. John is looking to hire a team of data visualization experts to support his existing team of analysts. John has advanced knowledge of the analytics industry .

John is researching DataDrive and is looking for two key things- that DataDrive offers data visualization services that align with the tools his existing team uses, and to see if DataDrive’s team members are compatible with his team in skillset and experience (personality doesn’t hurt, either).

When John visits the DataDrive site, he navigates to the ‘data visualization’ services page. Seeing we offer a service compatible with what he’s looking for, he navigates to one of our team member pages. Our team member page highlights where our expert excels, and prompts John to contact DataDrive.

Brenda

Brenda is a restaurant owner looking to expand her business, but she’s having trouble keeping analytics reporting consistent and accurate in her existing locations. She wants to hire someone to standardize the way data is collected and reported, but she doesn’t know where to start. Brenda has very little analytics knowledge.

Brenda isn’t visiting DataDrive with a well-defined goal. When navigating to DataDrive’s homepage, she first decides to read the ‘Who We Are’ page to get a sense of what DataDrive does. Curious about what services DataDrive offers, she uses the main navigation to visit the services page and reads an overview of DataDrive’s four services. She believes her business could make use of data visualization, cloud data engineering, and analytics enablement services. She navigates to the analytics enablement page because she understands that a large part of what her business needs is help understanding data reporting. While exploring the landing page, she discovers the ‘pricing strategy’ case study and clicks the link. She can see how the use of cloud engineering and analytics enablement could make a big impact for her restaurant, and decides to contact DataDrive.