WWPass
What They Do
IDENTITY | AUTHENTICATION & ACCESS MANAGEMENT
Industry
CYBER SECURITY | AUTHENTICATION
What We Did
SITE REDESIGN
LEAD FUNNEL
USER EXPERIENCE
USER TESTING
BRANDING
CONTENT
“Chantal took the initiative to step out of her comfort zone as an experienced marketer and broaden her experience base through extensive product management work. Without being asked, she conducted extensive user testing of our products, website and marketing materials. The valuable feedback she collected helped us to dramatically improve our UX, enabling massive growth both for our existing products and the new ones she helped launch.”
Challenge:
WWPass is a global cybersecurity company that provides identity, authentication and access management (IAM), and secure storage technology. Day in and day out they battle data breaches and identity theft using their advanced distributed and secure storage mechanisms. Their sophisticated authentication technology made them trailblazers in the industry but their marketing strategy and website hadn’t been updated in 8 years.
Cyber security, and WWPass’s authentication technology in particular, is extraordinarily complex, we needed to create a website that would simultaneously build trust, explain complex features and tell a story that would land them customers.
We started by updating the design and improving the UX of the site. In order to craft a narrative that would set them apart from their competitors we worked closely with their engineering team so that we could understand the product and services (almost) as well as they do. We think the results speak for themselves.
Storytelling is important in every industry.
The work:
RESULTS:
Modernized website & lead capture/nurturing program.
Improved UX and increased demo signups.
Compelling storytelling to build trust & guide the customer journey.
The details:
What we contributed
Performed extensive research into customers and competitors.
Collaborated with developers and designers to create a strategy.
Took ownership of product and project management. Prioritized tasks to help support the dev team, while keeping customer-facing changes as the focus.
Performed A/B testing and customer success surveys to evaluate our solutions.
Implemented the Kanban approach to project management to encourage transparency, ownership of tasks and ensure that all team members understood the full scope of the project, what our priorities were and who was responsible for shipping specific tasks.
What we learned (Because every project presents us with an opportunity to learn and improve our business too)
Cross-departmental, cross-functional, and cross-cultural management is as much an art, as it is a science. Ensuring that all parties feel heard and inspired while keeping everyone focused on a common goal, requires a leader that is a true team player, puts outcome before ego, has patience, and the communication and people skills, best honed over time and through exposure working in diverse environments.
Ask customers what they want and give it to them. The best way to prevent churn and achieve meaningful growth is to cherish the customers you have, make them happy, and turn them into your biggest advocates.
Don't just trust what your customers say. Look at the data and how your users behave. Using both qualitative and quantitative information is the best way to create and duplicate a winning strategy.