Case Study:BETA Technologies
How do you brand, position, and market a product that has never existed before?
I spent three months at BETA Technologies answering that question. BETA is one of several advanced air mobility (AAM) manufacturers vying to operate and sell electric vertical take off and lift (evToL) aircraft. While the industry is still working through FAA certification, there’s one component of BETA’s vertically-integrated business model that is actively being sold: electric aircraft chargers.
I conducted thorough industry research and stakeholder interviews, designed a unique visual language, and built a conversion-optimized content strategy aligned with sales goals for BETA’s various charging products.
Milestones Achieved at BETA:
Distilled a complex product landscape for leadership and creative teams through exhaustive research and stakeholder interviews
Defined and introduced buyer personas
Explored multiple visual treatments and successfully made a business case to expand the brand’s visual language
Built my UX skills by conducting user research, interviewing customers, and implementing their feedback
Key Projects Completed at BETA Technologies
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At Funnel Clarity, I developed my methodology for helping business leaders distill their vision into a brand.
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After becoming certified in inbound marketing through HubSpot, I worked closely with the founders to write and design a collection of multimedia marketing content for top of funnel lead flow.
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I created layouts and graphics for Funnel Clarity’s entire suite of training courses, but they cannot be shared publicly due to IP constraints. But I also designed and developed every web page on the site for a variety of purposes:
Defining an Emerging Audience
Brainstorm Brand Values
Identify Unique Offerings
Sweepstakes Submission Suggestions
I designed a flexible, modern brand identity based on gradients, patterns and geometric sans-serifs.
These design conventions were intentionally borrowed from more innovative user-facing industries and applied in an industry where design is an underused differentiator.
Building a Library of Educational Marketing Content
I designed nearly every eBook and white paper used for inbound marketing at Funnel Clarity, as well as marketing graphics and presentations.
VIEW SAMPLESOptimizing for Conversions
From ideation on paper to mock-ups and development in the HubSpot COS.
Sorting Products with Multiple Filters
One of my last projects before leaving Funnel Clarity was to design a way to filter between all of their planned offerings based on different customer needs.
It’s slated to be implemented once the new courses are finished.
Pages for Industry Specific Campaigns
After assisting subject matter experts in formatting the content for the web, I designed and built a set of pages to showcase industry-specific benefits of the services offered by Funnel Clarity.
The pages are content-rich, and needed to incorporate relevant content and product CTA’s throughout, as well as credentialing elements like testimonials and client logos. I also designed and built a listing page to house all of these industry-specific benefits pages.
Conversion-Optimized Content Landing Pages
I developed several different landing page layouts for the content library, including an expanded version that offered a preview of the content to the user.
In the case of the asset shown, “Prospecting Emails Perfected”, this updated landing page that employs a modal form I built with Javascript, increased the conversion rate of the page by over 20%.
Covid-19 Response for Sales Leaders Campaign Page
This page was designed and developed in mid-2020. To create a visual theme for the page, I made a new molecule-inspired pattern to replace the normal Funnel Clarity brand pattern.
This page also had many content-rich sections that required new layouts and design solutions beyond what previously existed on the Funnel Clarity website. Many of these updated layouts went on to serve as reusable modules in the site’s design system.
