Traditional B2B design doesn’t work for SaaS companies. It's stale templated, and doesn't meet the customization standards of today's consumers.
It’s often designed by committee where the end goal is approval, not impact, resulting in an undifferentiated brand voice. Prospects and customers see the same, recycled visuals – no wonder this ‘predictable design’ is quickly tuned out by customers.
Customers respond to creative experiences that not only captures their attention, but deeply connects to who they are, what they need, and where they are in their journey.
Enter Customer-Led Design.
Old Design Thinking vs.
Creating memorable first impressions and user experiences is the difference between winning and losing customers. Creative is more than a nice-to-have for brand awareness – it’s a powerful tool for earning attention, brand affinity, and sales conversions.
Designing for approval from internal stakeholersDesigning for a specific emotional response from target customers
Surface level visual research based on industryDeep dives into customer needs and emotional motivators
Copy everyone in the industry resulting in a diluted brand voiceStand out in your field with a distinct identity and messaging
Rebrand every year resulting in a loss of revenueInvest in long-term, impactful design and experiences
Marketing to a general audience for awarenessHyper-focused, personalized creative that drives sales actions
Creative is an add on to other marketing initiativesCreative is integrated with all marketing initiatives for maximum value
The Principles of
Know Your Customer
Customer insights lead design – not product features, trends, or competitors
First Impressions Count
First impressions are our opportunity to own our category in 3 seconds or less
Unify Your Brand
Brand unity, cohesion, and consistency starts and ends with design
Design that does not trigger an emotional response is not creative enough
Creative is performance-driven and shares responsibility towards revenue goals
Design That Drives Customers
Customer-Led Creative Positioning creates better customer experiences and aligns your
creative efforts with your product and marketing strategy to drive real customer growth.