Contact
Let's get
started.
Contact
Let's get
started.
Contact
Let's get
started.
Contact
Let's get
started.
The brand felt aligned with the cannabis industry rather than adjacent to it, establishing a stronger foundation for growth.
The brand felt aligned with the cannabis industry rather than adjacent to it, establishing a stronger foundation for growth.
Impact
Within 90 days, Google Analytics showed improved engagement, while clients began commenting on the company’s stronger visual presence and clearer positioning at trade shows.
37% Increase in Engagement
37% Increase in Engagement
23% Increase in Engage Time
23% Increase in Engage Time
25% Increase in Returning Users
25% Increase in Returning Users
Designing Credibility for a B2B Startup
Designing Credibility for a B2B Startup
Designing Credibility for a B2B Startup
Context
When I joined the company, I was brought in to identify where the brand and digital experience were falling short. Based on these findings, I led a strategic design repositioning to improve trust, credibility, and customer acquisition in a high-risk, high-cost market.
Role
Sole designer on a small, cross-functional team including the founder, CMO, development, sales, and social media.
Results
37% Increased Engagement
23% Increased Engage Time
25% Increase Returning Users
over 90 days via Google Analytics
Timeline
January - April 2024
Context
When I joined the company, I was brought in to identify where the brand and digital experience were falling short. Based on these findings, I led a strategic design repositioning to improve trust, credibility, and customer acquisition in a high-risk, high-cost market.
Role
Sole designer on a small, cross-functional team including the founder, CMO, development, sales, and social media.
Results
37% Increased Engagement
23% Increased Engage Time
25% Increase Returning Users
over 90 days via Google Analytics
Timeline
January - April 2024
Xylem sells high-cost automated machinery to cannabis businesses, a market where buyers are highly risk-averse and trust is essential.
Xylem sells high-cost automated machinery to cannabis businesses, a market where buyers are highly risk-averse and trust is essential.
Old Webpage
Old Webpage
The company was asking for premium pricing but the website did not communicate legitimacy, value proposition, or product quality.
The existing experience was text-heavy, scientific, and impersonal, relying on technical detail rather than communicating customer value.
The company was asking for premium pricing but the website did not communicate legitimacy, value proposition, or product quality.
The existing experience was text-heavy, scientific, and impersonal, relying on technical detail rather than communicating customer value.
The company was asking for premium pricing but the website did not communicate legitimacy, value proposition, or product quality.
The existing experience was text-heavy, scientific, and impersonal, relying on technical detail rather than communicating customer value.
As a result, users often bounced before understanding the product, contributing to low engagement and limited digital support for sales conversions .
As a result, users often bounced before understanding the product, contributing to low engagement and limited digital support for sales conversions .
Research & Insights
Research & Insights
Through user testing, competitive analysis, industry conferences, and internal stakeholder conversations, a clear pattern emerged.
Through user testing, competitive analysis, industry conferences, and internal stakeholder conversations, a clear pattern emerged.
In the cannabis market, trust is communicated visually and emotionally as well as earned technically. Competitors that performed better used bold, confident branding, showed real-world use, and a human scale. They felt embedded in the industry rather than adjacent to it.
Even though the company was delivering a better product the brand positioning was creating friction in those first crucial moments for consumers.
In the cannabis market, trust is communicated visually and emotionally as well as earned technically. Competitors that performed better used bold, confident branding, showed real-world use, and a human scale. They felt embedded in the industry rather than adjacent to it.
Even though the company was delivering a better product the brand positioning was creating friction in those first crucial moments for consumers.
My Strategy
My Strategy
My Strategy
I defined a focused design strategy to:
I defined a focused design strategy to:
I defined a focused design strategy to:
Establish Product and Brand Credibility
Humanize Product and Company
Strengthen Product Storytelling
Reduce Cognitive Load
Key Design Decisions
Key Design Decisions
Brand & Visual Direction
I created a design system to improve consistency, leaned into the brand’s bright orange accent, and introduced more output-focused imagery to better communicate the machines’ capabilities.
Brand & Visual Direction
I created a design system to improve consistency, leaned into the brand’s bright orange accent, and introduced more output-focused imagery to better communicate the machines’ capabilities.
Human-Centered Imagery
Replaced the over reliance on 2D renderings with photography of real people using the machines to build trust and communicate physical scale.
Designing Credibility for a B2B Startup
Context
When I joined the company, I was brought in to identify where the brand and digital experience were falling short. Based on these findings, I led a strategic design repositioning to improve trust, credibility, and customer acquisition in a high-risk, high-cost market.
Role
Sole designer on a small, cross-functional team including the founder, CMO, development, sales, and social media.
Results
37% Increased Engagement
23% Increased Engage Time
25% Increase Returning Users
over 90 days via Google Analytics
Timeline
January - April 2024
Information Architecture
Improved titles and structure of the navigation so it was easier for users to get to different sections of the website. This allowed them to find key info easier and increased time on site.
Information Architecture
Improved titles and structure of the navigation so it was easier for users to get to different sections of the website. This allowed them to find key info easier and increased time on site.
Improved Product Pages
Shifted from only technical descriptions to value proposition storytelling using visuals, testimonials, and early customer proof.
Improved Product Pages
Shifted from only technical descriptions to value proposition storytelling using visuals, testimonials, and early customer proof.
Human-Centered Imagery
Replaced the over reliance on 2D renderings with photography of real people using the machines to build trust and communicate physical scale.
Human-Centered Imagery
Replaced the over reliance on 2D renderings with photography of real people using the machines to build trust and communicate physical scale.