Rethinking the content and design for the thoughtbot Website
This isn't the first time that I've been involved in the design of the thoughtbot marketing site but I think this one was the most meaningful. thoughtbot's CMO, Lindsey Christensen, had targeted the website as a place that we could make huge strides in capturing new leads for our sales team. Specifically, we pointed out that the site lacked a consistent tone and voice, that it didn't have long term direction established, the user experience and visual design was inconsistent. On top of those issues our site lacked a CMS, teammates needed to know HTML to make copy edits or changes to the site, which left our Marketing team powerless. Our team set out to tackle each of these issues.
Setting the stage
Lindsey, and Elaina Natario, a Designer in our Boston studio, started a document to capture all the problems that we were seeing both from an internal and external perspective. I added feedback along the way and guided the process as an advisor. I also helped give historical context for decisions that were mad in the past. They did a great job capturing some of the problems with the current site and establishing some main Jobs-to-be-Done for our Marketing team, our perspective clients, and out internal team.
Once they had completed the document, I ran a few Jobs-to-be-Done switch style interviews on some of our clients. It helped us test some of our assumptions about our work and how we were communicating to our clients, it gave us a good idea when and where the site was used on their buying timeline.