Bridging the Gap

A lead generation landing page to introduce a new possible way to collaborate between internal and external teams in the industry of Fashion.

Project by Stephanie Ip

October 2020

During my career as an Apparel Creative Consultant and Designer, I have come across many different types and sizes of apparel businesses. While they operate and manage projects in a way the company has established, I have noticed a common area they all lack - the use of digital platforms to streamline internal and external communication, and to organize and track the progress of teamwork.

With this problem in mind and my positive experience using cloud-based platforms with my consulting clients, I wanted to mend the gap between the available tool and the specific apparel businesses by introducing a custom built option for a popular project management tool - Asana, to the apparel businesses that are operating in old-fashioned way, through a friendly and less intrusive lead generation landing page.

I worked on the entire project by myself, where I performed a design sprint, gathered feedback from a trusted industry mentor within the UX field, built customer journey maps, conducted competitive analysis, drafted wireframes, and brought together high-fidelity mockups.

With the use of Miro, an online visual collaboration whiteboard, I laid out each step of the design sprint, where my mentor commented and provided improvement insights.

The main goal of a lead generation landing page is to obtain contact information from a potential lead, who is interested in the product Asana is offering.

To better understand the target audience, I had compiled user research, and generated a persona sheet and customer journey map that follows the typical steps an apparel project manager would take when researching solutions to improve internal project management operations.

Understanding market competition is a crucial ingredient to achieving the goal of this project. I took some time to study current popular cloud-based management platforms, taking notes on the look and feel of their page layouts, paying attention to complexity of the page structure, asking what upgrade features a lead generation landing page could also have to further improve the visitor’s overall experience.

Branding and colors also dictate the success of the landing page. Since Asana does not have a style guide available online for public use, I looked into their website’s code to gather the most accurate information regarding their use of typography and color palette. I generated a basic style guide that will be helpful for high fidelity mockups.

In the potential lead’s perspective, the process of getting in touch with a sales representative can be intimidating sometimes. To eliminate this hesitation in the early stage of introduction, aside from asking for key information, setting up an appointment date and time at the moment of interest can develop expectation to the lead, as well as streamlining the process in a sales funnel.

Using graphics and industry terminology that speak to the target audience is an important elements in promoting trust, allowing the potential lead to visualize the possibilities of using Asana’s custom built platform for their own operation.

The process of building the high fidelity prototype had brought my idea and concept to life. I demonstrate, through an authentic interface, an interactive lead generation landing page with clickable content.