Qwardo
Content Marketing
Qwardo is a business-to-business content engagement platform created for companies to help them monitor and create new content on their websites. Qwardo’s Customer Engagement and Personalization Platform provides engagement tools for lead acquisition, lead nurturing, and customer journeys.
When team Qwardo approached me for their user experience design and strategy, I was very excited. Not only was Content Marketing a new domain for me, but since the teams worked from both from USA and India, it was an interesting challenge to co-ordinate and deliver from Italy. Our collaboration resulted in a vision for an experience-based design for Qwardo.
Project 1 : Content Hub Pack
Qwardo’s Starter Pack allows marketers (Qwardo’s clients) to create a customized hub on their websites. A hub typically consists of a collection of content which ranges from Blogs, Social sharing, Video recommendations, Event announcements, Polls, etc.. Using the user engagement insights provided by Qwardo, the hub primarily acts as a holistic solution for web-visitors to access and view relevant content all in one place.
I was responsible for designing an interface for the hub. Creating visual representation for such diverse information, while still maintaining a visual connection between them was an interesting challenge. I studied the tiles layout in User Interface Design. Tiles are based on a grid system. A grid is the foundation of order in design. Even when elements are physically separated from each other, a grid can connect them together, creating a design comprehension. As I started laying out the information, I realised that the Content Hub’s tiles are virtually separate from each other, Therefore, focusing on harmony with the help of styling, i.e., colors, icons, button styles, image treatment, would keep the user interaction seamless, while still creating an individual content experience. Once I achieved this harmony, visual representations like sharing, views, and the main call-to-action, all fell into place to act as clickable action buttons guiding users to respective contents.
Previous Interface
New User Interface
Tiles
All images are property of qwardo.com and are subject to copyright.
Project 2 : Content Hub Dashboard
I was involved in re-designing the sections, Content Hub and Content Library, for Qwardo’s user dashboard. Content Hub facilitates users to create customised hubs based on user engagement insights like visitors, leads, engagement, and promotions provided by Qwardo. The Library is a collection of all the insights provided through the data collected and analysed.
The principle challenge in front of me was re-structuring the existing pathways, and to enhance and integrate features that were newly conceptualized. I started the design by understanding what every section communicated and which pathways were to be retained, while which could be integrated to achieve an intuitive flow.
To keep the geographically dispersed collaborative team like ours in sync, focussed, and in momentum, I proposed the use of @mocups.
Information Architecture / UX Wire-framing
Content Library
Content Hub
All images are property of qwardo.com and are subject to copyright.
Project 3 : Calls To Action
Calls-To-Action are the most important marketing tools for any web-user. They are designed to prompt visitors, leads, and customers to give an immediate response, or encourage an immediate sale. I was responsible for re-designing the CTAs – Read More, Polls, and for Qwardo.
My focus was on ease of adaptability. As these CTAs were a part of the website customization offered by Qwardo to their clients, they needed to be simple and easy as drag and drop elements to help the clients create their own content.
Before
New CALLS TO ACTION (CTAs)
All images are property of qwardo.com and are subject to copyright.
