for Panther
Panther is an online platform for onboarding and paying your employees and contractors (now only contractors) in 150+ countries.
Visuals & Illustration
UI Design
As the single designer on this project, my role entailed the design of the PDF guide (including illustrations), web page, Google display ads, Linkedln ads, and the hand off to development and optimization.
I worked in conjunction with our content writer, director of digital marketing and operations, and the head of marketing.
Lead users through the sales funnel and increase demos by designing a campaign around a data-sheet/white paper document. The guide should paint a picture of how global teams can increase revenue, and how using Panther makes building that team easier.
In general, I follow a typical design thinking process with the end goal of creating beautiful and functional designs that perfectly align with user needs and business goals.
Gather requirements, initial content, and understand business needs and goals for the project.
Start gathering inspiration and sketching primary visuals and exploring layout options for the guide. Design initial layout proof for team feedback.
Refine design based on feedback and add in visuals. Design accompanying collateral: landing page, Google display ads, and Linkedln ads.
Reflect on performance and optimize for the future.
Context
In the first phase of the project, I tried to understand the goals and what the general purpose of the collateral would be. Based on the project brief and content overview provided from team members, I outlined key style points and the general flow/goal of the guide.
The general style of the guide would be a data-sheet/whitepaper-style sales document. It will be important to bring visual interest with different layouts and imagery to engage the reader.
The flow of knowledge would be is as follows:
Your leads dry up when you don't respond quickly.
lf you respond quickly, your chance of conversion can increase tremendously.
If you have a global sales team, you won't lose your chance to respond since you have people working around the clock.
Panther can make the process of setting up your global superpower team easier.
Since the guide would inspire the rest of the accompanying marketing collateral, I focused on it first. Basic wireframes and sketches would be evaluated by my team before the full fidelity designs would be created.
Guide
To keep the design engaging, I didn't want to just use one layout for each page. Instead I wanted to switch it up, which would provide the room for different types of illustrations and imagery as well.
Layouts and typography were chosen to give each page a hierarchy of information to guide the user's eye easily through the content. The goal was to give the user all the necessary information at just a scan, if needed.
Guide
Since the whole idea is centered around promoting teams that don't work in the same location, I went for imagery that would illustrate people working at their desks/stations but digitally working together. I gathered inspiration from photos of collaborative teams in the office, then illustrated how those interactions would happen for a remote team.
Guide
Once l had a rough layout design completed, I submitted the guide to my team for initial feedback. The goal was to give my team the direction I was taking with the design before diving in deeper with the visuals. Using digital post-it notes, I wrote down the ideas I had for the imagery in the layouts.
Guide
After a few content changes and feedback on how to display the sources for the statistics in the guide, the final proof was designed with the addition of the visuals.
Once the guide's design was complete, the accompanying collateral design would begin.
Marketing
Using imagery from the guide, I created two sets of Google display ads. I chose a header and sub header that would grab the user's attention to how they could be missing out on revenue opportunities. The goal of the ads was to point out this opportunity and how they can learn to capitalize on this through downloading the guide.
Marketing
Like the Google ads, I used imagery from the guide itself as well as a mock-up image of the cover of the guide for the LinkedIn ads. Working with our content writer, a different ad copy was chosen that was a little more daring.
Marketing
I chose to keep the layout and design of the landing page simple. Give the user the basic information above the fold with the download CTA. Then below the fold, if the user isn't sure yet if they want the guide, give them more information on what they can expect from the guide.
Learning
While at this point Panther did not have extensive KP1 tracking set up, inbound leads and demo requests did increase week-over-week following the launch of the guide.
After the initial launch of the white paper, a new resource library flow and design project was started. Panther wanted a better experience for users looking to learn about all things remote, like teams and payroll. The current design of the resource library was simple, but not scalable or intuitive if users are looking for specific information.
As part of the new library design, a new website page for the white paper was built to convert the PDF into a live page, replacing the landing page and allowing content to be searchable. The page would have its own side navigation (on desktop) that would allow users to jump to different sections without endless scrolling.
Since the original web page and guide were published, mobile had become a larger aspect and important factor in the success of the website. A dedicated mobile version of the guide was created to ensure usability and success.
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