Stitch Labs No ERP Webpage

The Challenge

Stitch Labs’ product is a direct competitor to Netsuite, and their current positioning puts them in a head-to-head battle with Oracle. This page was designed from scratch by the marketing team in spring 2019 to directly counter arguments over which product is superior.

My Role

I designed all the visuals, developing the hierarchy and structure off of Product Marketing Manager Ellie Kulick’s copy, making sure to comply with best SEO practices on work count and keywords, which led, in part, to the five-tab system located on the 3rd tier of the page.

Design Insights

As part of Stitch’s move away from using stock photography, the decision was made to use illustrations to quickly convey the futility of using an ERP for small businesses. Multiple illustrations were created utilizing brand colors and strong iconography, allowing for instant communication of the message of the page: you don’t want to use an ERP! I created the illustrations in Adobe Illustrator before converting to pngs.

Implementation

Additional space was made on the global navigation of Stitch Labs’ site for the No ERP page, giving it high prominence in the site hierarchy.

The page, and it’s message, instantly became a key part of the marketing message for Stitch going forward as they moved to a change in business strategy: moving from smaller businesses to medium and larger businesses that would allow the SaaS company to scale better to investor expectations.

Other additions:

• liberal usage of new brand colors, typography and iconography
• compelling storytelling designed to lead the eye down the page
• a constant CTA on the mobile version, allowing Stitch to heat map the effectiveness of the different modules prior to the action of conversion
• additional material on the desktop version not on the mobile version with consideration to loading time and speed on phones
• 5 tabbed system allowing for a variety of information to be presented via a three column grid, including video, without popping a new window and taking the viewer off of the main page