SPC Re-Design

Brief

A re-design of the Schaaf-PartnerCentric site was needed to drive more clicks from the two main visitors: people who want to start an affiliate program and people who have an existing affiliate program.


Scope

User Experience, Visual Design, & Illustration

Institution

Schaaf-PartnerCentric

Re-Designing the Way Clients See You

The company I worked for needed a website facelift. The outdated website wasn't the only issue, however. The marketing team realized that there were two kinds of clients coming to the site: those that already had affiliate programs and those that didn't. It was up to us to present SPC as the go-to place for affiliate knowledge no matter the potential client's level of experience.

Objective:
To create a website that showcases the programs that SPC has that addresses differing needs in the affiliate marketing space.

Solution: A dual portal website that delivers information to visitors based on their affiliate knowledge.

Research & Development

I worked with SPC's senior marketer to determine that there are two groups of people that visit the site: people who already have an affiliate program, and people who don't and might not have a lot of information about affiliates. We made two personas from these groups. Instead of initially brainstorming content for the homepage, we thought about the menu buttons, then the rest of the links to important content we would want people to see. Using our personas, we determined that we wanted two different portals catered to the needs of the groups we wanted to serve. We wanted to highlight things we wanted them to explore, our different services, and calls to action.
We also thought about all the actions that our potential clients might make on our site. Those were boiled down to general exploration about the company, hunting for more specialized information, and calls to action that put them in touch with a team-member.
I color-coded these action and saw how they were being used on the current site. The hunt for specialized information began on other pages, while general information about the company was everywhere. We wanted to be seen not only as a great company to work with, but as a go-to provider of information about the affiliate world.

Branding & Patterns

There was a need for a more cohesive look and experience. As the company grew, different programs and pricing structures were created that looked very different from one another. Clients needed to know that these programs were managed by the same company with the same great reputation.
What started out as me abandoning a lot of the green (and opting for the blue) from the company color scheme changed to a new color scheme completely. The colors can be used all together, but each color mostly represents the individual programs.

Structure

I steered away from original wireframe idea and went with something that felt a little more personalized to potential clients. With this design, there is more opportunity for both specialized and general information.

Outcomes

The final design are portals that give the most relevant information depending on where visitors are in their affiliate marketing journey. Relevant programs are showcased followed by a case study that will impress both newbies and veterans alike.
Ultimately, the company chose to go in a different direction with this concept.