Boundless B2B digital experience

Led all creative including website, video, email, social, and advertising for a global GIS company.

• Owned the strategy and execution of brand deliverables
• Managed and support a team of designers and freelancers
• Effectively communicated with executive stakeholders on design vision
• Trademark and license brand identity
• Test and optimize design executions based on marketing performance

** Boundless was acquired by Planet labs in 2019

Historical context

Boundless had a branding issue. In 2008 they were originally called OpenGeo as an open source project. In 2012, they became a for-profit company. Since 2012, Boundless had an issue dividing themselves from the open source project. It was my job to make sure that all internal and external material had consistent branding and messaging.

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Branding

I aligned the executive team on company objective, values, personality, and audience. In close collaboration with Marketing and Leadership, I established design guidelines including: content, voice and tone, illustration, photography, branding, etc.

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Personas

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Redesign Website

We card-sorted a new navigation based on our customers and behavior. We made sure each user funnel would end with a CTA or gated content. We also used personalized photos and illustrations to understand Boundless’s new message. I worked closely with developers, designers, leadership, and writers.

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Email and Landing Pages

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I designed modules that were then built into marketo HTML/CSS templates. The modules allowed for the ability to customize future email campaigns. In addition to email templates designed into Marketo, I also designed landing page templates that used modules to be customized depending on the conversion.
Every email was linked to a special landing page that was cookied to collect data. We analysis the email data through Marketo analytic tools.

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Collateral

I designed one pagers on a weekly basis for the sales team. These sheets were used at events and when giving pitches to customers. I worked closely with writers and product managers to design the sheets.

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Training and Certifications

As a Product Designer, I collaborated closely with Project Managers and the Customer Success team to drive customer satisfaction and optimize the training and certification platform for a B2B audience.

Key achievements include:

• Expanded the training portfolio, launching over 65 e-Learning modules and 3 instructor-led courses, contributing to a significant revenue increase.
• Improved customer satisfaction metrics by refining workflows and processes, enhancing the user experience across the platform.
• Boosted training capacity by onboarding and empowering internal and external teams with the necessary tools and resources for authorized training.
• Developed comprehensive sales playbooks, demos, user personas, and presentations, which directly led to increased revenue for the training business.
• Streamlined training delivery by implementing industry best practices, documenting essential workflows, and mentoring trainers, ensuring consistency and efficiency across the board.

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