Overview
Accruent is the world's leading facilities management company committed to optimizing all stages of real estate, facilities, and asset management. With insights across the entire lifecycle, Accruent serves over 7,000 leading organizations worldwide.
For B2B clients like Accruent, it was key for us to understand our users and their buyer journeys in order to build a site that guides a prospective customer toward conversion. We spoke with key stakeholders within the company and representatives from the customer service team who worked closely with real users to better understand the challenges and pain points they were facing when deciding which facilities management platform they would choose. Conversion, in the case of Accruent's site, meant contacting a sales representative via an online form.
MY ROLE: Lead UX Designer at Boston Interactive
UX TEAM SIZE: Myself & oversight by UX Director
INDUSTRY: SaaS, B2B
What We Did
15+ stakeholder interviews
Competitive analysis
Google Analytics review
Persona development
User journeys
Content audit
Sitemap development
15+ desktop & mobile wireframes
Wireframe to Design
Main Goals
1. Guide users to product offerings by relating common user pain points and challenges to the solutions Accruent offers
2. Educate the user through relevant content they need to understand at each stage in the sales funnel
3. Increase conversion by making Accruent.com the hub for lead generation
4. Cross-sell & up-sell products based on previous website visitor analytics and Accruent's knowledge of the relationship between their products
5. Be a self-service resource for current customers looking for product assistance online
The project manager and myself mapped out the questions prospective customers might ask as their company was deciding on a new facility management platform. We learned through user research that this decision-making process would take several weeks and would likely involve a set of stakeholders who would all need to approve the vendor choice of the main decision-maker. In this case, the main decision-maker is the power user of the facilities management platform so we focused the website closely on his needs and interests. This way, we could recommend a consistent and well-thought out content strategy that combined relevant visuals and brief copy to educate users based on each phase of the buyer’s journey and improve the website contact form/product landing page conversion rates. Once the client approved our digital strategy and main user flows, we began sketching wireframes.
Primary & Secondary Audiences
“B2B sites ought to emphasize usability more, not less, because they must help users accomplish more advanced tasks and research more specialized products.”
Buyer Journeys
Strategic Recommendations
Sitemap Strategy
Users will look for products based on their business needs
Articulate Accruent's unique value and differentiators at key points in the user journey (industry and function pages)
Resources are primarily discovered through organic SEO and as 'related' content to functions and industries
Build site for scalability, acquisitions and new product names
Wireframe Outlines
We collaborated directly with Accruent's team to integrate product content and resources from the multiple unique websites of their recently acquired companies. In order to accomplish this, we built a comprehensive set of 16 fully customizable wireframe templates for each unique product. We created a lead generation hub by organizing their existing rich content into a resource library to house their white papers, videos, webinars and other thought leadership pieces.
Wireframes
Due to confidentially restraints I'm not able to disclose details of specific business challenges and our solutions. Contact me for a more in depth explanation of our thinking process and reasoning.