GoFormz
GoFormz is a B2B software company with the aim to replace paper forms with digital solutions.
Example: As a jobsite inspector empowered with GoFormz, I have the ability to enter gps data of the inspection, upload images, and sketch faults on those images. When the inspection is complete the I can also fill out how many hours the inspection took, and list out any materials required to fix the issue at hand.
Once I submit this form, GoFormz automatically files the form into the appropriate folder, orders , bills the materials provider, creates a timesheet, and sends a notification to accounting to pay all appropriate parties - all with the touch of a button.
My Role:
As the sole designer, about 70% of my time is leveraged for conversion optimization / front-end development / seo and 30% is spent optimizing our mobile and web apps.
At GoFormz I am responsible for the design and implementation of the following products:
Our web app, overhauling the template editor, and form editor
Optimizing our iOS & Windows app, as rolling out our brand-new Android app
Creating an updated brand identity with a new homepage, styles, and refreshed internal marketing assets.
Design & development of our website, and sem landing pages.
Positioning GoFormz as the industry leader
GoFormz has gone through a couple redesign cycles. In 2012, the brand was updated. In 2015, the products were re-skinned, and in 2018 my focus is to ensure that GoFormz is seen as the cutting edge digital form solution and data capture platform.
To empower our team I started with redesigning our homepage. This is typically a crowd pleaser so I figured it would be a good place to start. To further boost morale I redesigned our business cards and powerpoint template. With the company onboard with our updated brand I was able to start redesigning and rebuilding components of the website.
New assets
LEGACY ASSETS
Next steps
Now that the team was onboard with the new brand it was time to start redesigning site content. I leveraged GSC and GA to identify top visited pages, popular keywords, internal links, and behavior flows. The main goal is to increase SEO, signups, and conversion. Secondary goal is to of course visually align these pages with our updated brand. I designed and built these pages myself.
Design & Analytics tools used:
Sketch / Adobe
Balsamiq
Invision
Google Search Console
Google Analytics
Technologies & Languages:
Visual Studio Code
Semantic UI
PHP, SCSS
HTML5/CSS
GitHub, NPM, Apache, MAMP, Terminal
Pricing Page
Our prior pricing page lacked clear call to actions, cta’s above the fold, and didn’t highlight value propositions. The latest iteration focuses features for each tier, introduces annual pricing, highlights product integrations and promotes scheduling a demo with our enterprise team. Signup rate has increased by 25% for this latest test.
SEO Pages
There is an urgency to get 'eyeballs on us,' to drive as much traffic as possible to the top of the funnel. I work closely with Marketing Managers to develop content. These pages are released monthly and are the primary driver of monthly incremental organic growth.
Case Studies Page
Case Studies pages drive very high quality traffic. The goal here was to turbocharge the SEO. To achieve this, I reimagined the featured case studies to drive more users to our larger logos. An additional SEO enhancement was improving internal linking. I created an onclick JS function that will bring users to this page from an industry page and auto sort the case studies to their relevant industry.
