Pages is a lightweight website builder for marketing enablers to share content with sellers. This is this most used part of the overall product yet was mismanaged and ignored for many years.
Challenge
We were a brand new team starting with no plan and needed to significantly improve page builder sentiment.
86%
Page views in the last 90 days, ~23% growth of total tenants YOY
25.5M
Page views from 913k users so far in 2024
9.2M
Views from 337k users at our top20 ARR customers
project goals
Unify a currently timid international team and inspire engineers to work with greater confidence add excitement for what a Pages platform could become.
Organize a long term plan based on user research.
Create new best practices around organizing Pages to drive seller interactions
project ReseArch
I was new to Pages and wanted to first understand what the product was. Learning about its history and purpose helped me better grasp customer sentiment and frustrations in the next phase.
user research
Since Pages had seen only minimal updates in recent years, users were eager to share their feedback. They appreciated seeing that we genuinely cared about their experience and were committed to understanding their workflows and thought processes. To gain deeper insights into our users, we employed several research methods, including:
Starting with zero user information, personas helped to understand main user groups and their areas of focus. I started to understand the deeper meaning behind their feedback.
Assembling project artifacts like maps, flows and customer stickies allowed us to understand Pages history and shed light on areas we needed to prioritize for greatest initial impact.
journey mapLearning user journeys was very crucial so we included the appropriate elements and not items of distraction.
user mindset
pain points
Existing tools are ugly and slow.
Very limited feature set.
Page width is too narrow.
Difficult to learn and teach. Limited ways to organize information
pain points
Marketing enabler success is directly linked to sellers success in utilizing these Pages and finding the right information when communicating with buyers.
goals
To activate enablement initiatives by creating experiences for sellers to discover, learn, and prepare for engagements
ui design
rebuild builder widgets
To introduce builder functionality, I first had to ensure that all components were fully responsive, accessible, and adaptable for future scalability.
Many of these components lacked basic interaction states—no hover effects, no selected states—just static defaults. Additionally, the interface included numerous unnecessary UI elements that added visual clutter and detracted from the overall user experience.
rebuild builder widgets
This is a packed section but the intent was to design the top experiences users needed to elevate their page building workflow.
I worked on a wide mode option. The old builder had a set 800px width and users desperately needed more real estate.
Users were only able to layout widgets vertically but I designed side by side layout options with a brand new drag and drop experience.
A new left side navigation, copy/paste, lining and accessibility capabilities and more was implemented.
ui design
150+
Tenants enabled against a goal of 50
792
Wide mode activated (first 30 days)
280+
Beta request forms filled out
2,988
Layout widgets added(first 30 days)
"The page editing UX is more intuitive, descriptive enough but not overwhelming.
The layout options are exactly what was missing in our page building these past months and makes it easier to set up the important information the same space so it can be absorbed at a glance.
Page width variation is a great improvement to use all the space available"
"We love the reimagined page builder updates especially how easy it is to design different layouts with side by side widgets!
Excited to use this when designing pages in the future."
INternal results
Pages quickly became the go-to example for team collaboration. Other Seismic builders turned to the Pages team for guidance and are mirroring our approach.
Customers are more than delighted and are excited to continually meet with us to offer insight.
Personally I am very proud of how we brought an initially timid engineering team to one that speaks up, offers feedback and is excited to build a quality product that they KNOW customers love!
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