Case Study:Funnel Clarity
For nine years, I was the only full-time designer at Funnel Clarity, a sales training provider. This position allowed me to work directly with the founders to name the company and develop a buyer-persona centered B2B brand.
After establishing the company presence and designing a library of content, I went on to direct strategy for a team of specialists across multiple digital marketing channels, including SEO, paid ads, and PR. I also continued to design assets for every touchpoint of the customer lifecycle, including website optimizations based on user behavior and marketing goals.
Milestones Achieved at Funnel Clarity:
Gained real-world experience with branding complex B2B products and services
Mastered digital marketing principles and best practices
Built my UX skills by conducting user research, interviewing customers, and implementing their feedback
Key Projects Completed at Funnel Clarity
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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:
Creating a B2B Brand
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.
Due to IP Constraints, I can’t share pages publicly. But reach out if you’d like to see examples of the work contained within.
Designing Product Pages for Training Courses
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.
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