2019-2020 was a time of growth for Delaget – a SaaS company providing business operations software for the restaurant industry – in terms of customer understanding and maturity of product offerings. It had also been four years since Delaget had rebranded and launched the current version of their website. So it was time for significant changes.
But when the pandemic hit and had a devastating effect on our clientele in the restaurant industry, Delaget cut down the marketing team to just two people. We didn’t have the financial resources to hire developers or agencies to create a full brand refresh and completely new website. With much of our client base going out of business or severely cutting back, we knew it was critical to leverage our website as quickly as possible to collect as many good leads as possible.
Working closely with the VP of Marketing, we refreshed the content, architecture, and design of the website. The new design and content addressed several key opportunities based on website usage data, our work on customer journey mapping and ideal customer profile research, and input from the sales team and other parts of the company.
I built out wireframes using Adobe XD and worked with a cross-functional team to gain insights and ensure buy-in. I created and implemented all the design and development, including significant changes to WordPress templates, and improved responsive functionality. I also collaborated with our VP of Marketing on the content.
Below are before-and-after comparisons of some key pages. A laser focus on the customer journey led us to significantly pare down the content, with simplified pathways to the most relevant information.
