Our research and discovery phase consisted of internal interviews with stakeholders including CraftJack’s CEO, the COO & Founder, and the account management team, plus brainstorming sessions in which leadership more clearly defined the company's mission, vision, and core values.
I lead brainstorming EOS exercises with the leadership team including crafting our mission statement, vision, values, and main goals for the entire company for that upcoming financial year. These powerful exercises allowed our leadership team to come to a consensus on the company's present and future goals, both immediate and long-term.
• Account management team interviews gave us insights into what the customer pain points were, common reasons for calls, and things contractors often requested
• Interviewed COO & Founder; in the early days of the company the founder made cold calls to contractors to sell CraftJack; he knew the audience well
• Net Promoter Score (NPS) results were lower than desired, hovering around 4 average, stemming from perceived low lead quality and not being able to reach homeowners on the phone
• Summarized common themes from stakeholder interviews and bucketed them into audience groups
• Shadowed contractor and AM phone calls to gather quotes, needs and wants
• Conducted user research on LEADS THAT WORK phrase in the form of contractor surveys over the phone and on website modals
• Marketing team lead research on CraftJack's brand reputation as it compared to other home services lead generation companies
• SEO third party partner recommended we use keywords like contractor, high-quality, nationwide, local, phone-verified, and other key phrases for search engine optimization
• Created a visual competitive analysis of brands COO wished to emulate including John Deer, Home Depot, and Milwaukee tools
Our extensive research came together in this first artifact–the marketing website redesign. Our marketing team began driving paid traffic to the site and we immediately noticed a conversion lift among that cohort. (Note: The initial 2017 launch of the new site did not include the mobile app CTA as shown above, as the app was launched later that same year.)
Audience: Prospective CraftJack contractors, prospective national contractor accounts
I worked with our business development team to produce these new tradeshow materials that were consistent with the new brand. The most impactful content, according to feedback received onsite at shows was the set of three bullets that the leadership team had brainstormed during the Entrepreneurial Operating System exercises in our research and planning phase: "1. Receive reliable, local leads. 2. Instantly talk to homeowners. 3. Quickly grow your business."
Audience: Prospective CJ contractors, Local to franchise sizes
Once our new branding material had seen success on the marketing site, we launched a print ad in the Chicago Tribune, along with some paid ads online. Paid marketing was another important traffic source for CraftJack, including paid social media ads. In one particularly memorable and successful testing effort, the marketing team, our director of UX and myself worked together to produce a highly personalized landing page with a conversion form, for traffic coming directly from Facebook. We used CraftJack branding, but purposefully created a page that resembled the Facebook user interface. We saw an incredible 13% conversion rate on this campaign, 4% higher than our best rate seen up to that date.
Shirts. Hats. Water bottles. Stickers. Who doesn't love some free company swag?
Audience: New hires, Internal content producers on the product, marketing and biz dev teams
Most frequently referenced by my own UX/UI design team, the engineers, this documentation also came in handy for the marketing team and for working with third party vendors or partners.
