Wave Rebrand
As of July 2021, Wave was struggling to capture the attention of small business owners with an average of 1% unaided and 11% aided awareness.
Awareness is a key measure of brand health, enabling us to maximize word-of-mouth, truly compete, and set Wave up for long term success.
In addition to low-aided an unaided awareness, we noticed that newly registered users weren't taking full advantage of the full-suite of product offerings in Wave’s suite of tools. The majority of customers were only using the free options (bookkeeping and invoicing) and were unaware of the advantages of leveraging the entire suite of Wave products.
To address these key findings, we began the process of repositioning ourselves in the market to make Wave more competitive.
Considerations
Between 2 designers, we created 42 base-pages that could be recycled across all webpage types. Within those pages we created over 150 reusable components.
We created the base colour scheme to be used across the site, and a design system for mobile and desktop views to ensure consistency across a variety of responsive web sizes. This design system also allowed us to be more efficient as we worked through our 5 batches of page designs.
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Testing
Following this initial design and development, I led the wider marketing team in an exercise of QA for the site. I divided the department into 5 teams. Each team was responsible for testing a subset of pages. Within each team, each person would be responsible for testing within a certain subset of browsers or devices, to ensure the pages were functional across devices and platforms.Following the web redesign, it was tested with the wider public, and received generally positive results.
Customers were able to understand our one-Wave messaging at a much better rate than pre-migration. In addition, users were spending more time on the website, and generally reacting with delight. We have continued A/B testing new titles, images and components to improve the performance further over time.
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