From a Sales-led strategy to Product-led Sales
One of the most impactful features I developed was a trial flow that allows users to try Raffle.
*Internal part of the web app and protected content cannot be shared. The following content comes from public sources that are or have been available online.
The objective was to enable users to experience the app before making a purchase, shifting from a traditional contact form to a product-led lead generation approach.
This automation expanded our marketing funnel significantly and optimized the sales team's time by incorporating a lead qualification process within the application.
For the first time, we were able to collect behavioral data to track user engagement, allowing us to perform app iterations based on actionable insights.
Every part of the journey has been designed taking into account the user flow. Here a blurred example of the email's flow for the trial (confidential)
Work Scenario
I joined Raffle during a major period of change involving the organisation and products.
My core role is a bridge between product and marketing, curating the targeting and acquisition of new customers. This involves strategic involvement in the early stages of the customer journey, from awareness to acquisition and onboarding. Being part of a small and cohesive team, my responsibilities also extend to product iterations aimed at customer retention and improving user experience.
One of the first goals was to refresh the design elements and evolve the organisation to a scalable system, in order to promote consistency across the user interfaces.
Web App and Website
The Design System ensured consistency among different elements of the company, from the web app to the website, but also internal documents, papers, and marketing content.
I redesigned the website,
taking inspiration from the bigger competitors of the field for the UX and from the most successful tech companies to give a fresh look.
Website Navigation
The website has been completely re-organized and enriched of content to make the Raffle mission clear and easy to understand.
In a year, we created 200+ pages and increased the navigation through content to a +20minutes average time.
DOCUMENTATION
Raffle missed a documentation for helping clients to have support on the app usage. Merging together different areas of the company, I designed and built a documentation website with guides and references that makes the onboarding and the raffle journey easier.
Personas, demo and proactive initiatives
In addition to what is outlined here, I developed many other projects, such as the introduction of Personas. This involved customer service and sales, to map the main characteristics and needs of our target audience.
To provide a broader experience of Raffle’s potential, I designed and developed a demonstration platform, in which the user could try Raffle Search in different scenarios by selecting one of the pre-scraped companies categorized by industry. In this demo, the user would have the opportunity to customize the Raffle tool with different features and extensions and to see the product in action on the selected company’s website. We decided, for a strategic reason, not to go ahead with the implementation of this platform.
In my spare time, I have been working on a more aggressive redesign of the search tool as a design exercise in an attempt to improve the interaction with artificial intelligence. For strategic reasons, these designs were never developed and cannot be shown publicly.
Some Videos
A selection of videos made to demonstrate product capabilities and some additional marketing content for the website and LinkedIn.
Next Project
