Bluebeam.com

Over eight years I was responsible for the experience of the first touchpoint for most Bluebeam customers: its dot com site. This site grew over many iterations, each improving on the last for both the customer and the business.

When I first joined Bluebeam the site was a dumping ground of information with little thought to how people consumed content. A seemingly simple single product website had multiple levels of architecture which was nearly impossible for someone without extensive knowledge of the product to find the information they were looking for. In the early days, the team focused on consolidating and simplifying journeys and educating stakeholders on how to craft content on the web.

My Involvement

• UI/UX Design
  
• User Flows
• Information Architecture
• Journey Mapping
  
• A/B Testing
  
• Design Systems
  
• Content Strategy
  

Complete site map I created to help people understand how complex the original site was.

Focus & Redesign

When a new Creative Director was hired we were allowed to do a full refresh. We refocused the site around a single goal: Download a trial.

We knew that most people only visited 2-3 pages during their visit so we focused our improvements on the key pages that most people hit and cut away almost everything else. This meant the homepage and product pages needed to tell the whole story but in a simplified and digestible way. Alongside this redesign, we developed a design system to support and guide future development for the company.

Left: When I joined | Right: Today

With a new site and new direction, we continue to roll out huge improvements to the site. We parsed data via analytics and heat maps to understand how people were moving around the site. We listen to the sales and operations folks about what they were hearing about on the phones. We split tested and ran surveys on multiple touchpoints to improve our understanding of desires.

Some of the key pages we reworked were: Pricing and Contact.

Pricing

After the redesign, we quickly realized the pricing page was something we missed the mark on. We had reworked the page with the focus on downloading a trial and it failed to have the right information for the point in the purchasing journey that people were at when they want pricing information. Additionally, we realized that a lot of the information folks needed at this point was buried in our dense FAQ page. We decided to rework this page from the ground up to include those key pieces and create a one-stop page for those who are considering purchasing.

Left: Orignal pricing page | Right: Redesigned pricing page

Contact

The internal and external processes for contacting us were a bit of a nightmare. The Contact Us page on the site featured basic information about how to contact but did nothing to qualify why customers needed to contact us. Similar to the pricing page information that customers needed was hidden in a dense FAQ and it was simply easier to shoot off an email to ask than it was to dig around the site for that specific question. We creating a guiding principle for this page to “help customers answer the easy questions”. We worked with operations and sales to understand what the most commonly asked questions were and created content to help customers answer those common questions before they contacted us. This helped the customer get their questions answered quickly but still provided hands-on support when it was necessary.

Left: Orignal contact page | Right: Redesigned contact page

Results

Over the years of work done on Bluebeam.com, we’ve had huge wins. We doubled trial downloads when we simplified the download process. Expanded localization to support over 15 different languages. Had 15-20% growth year over year in traffic and trial downloads. These results established the marketing web team as a pivotal group in the company that would work cross-functionally with nearly every single team in the company to bring new products to life or even recruit new talent to the company.

Let's make great experiences together

Pasadena, California
andrew.richardson.j@gmail.com
@AndrewR_Design

© Andrew Richardson 2021