How does a B Corp and tech brand engage 87 million active global users?

I started working with WeTransfer in June 2022 to help them develop and launch 6 new feature pages (it turned out we built way more). Along the way, we discovered that potential users were drawn to product pages that explained how – but only if they weren’t technically savvy (it’s a long story). So we started having fun with the content architecture – creating how-to’s and product stories that captured the joys of using WeTransfer’s simple tools for creatives. We used behavioural science when designing the pages too: choice overload effect shows we’re more likely to get overwhelmed if we have a large number of options to choose from, and social proof means we tend to follow the behaviour of others. But, of course, building a cohesive customer experience for a suite of products took time, and we needed to test it against real life user behaviour to see if it actually did what we wanted it to. Over two weeks, with 25 real users from all over the world, myself and my partner conducted user mapping studies in order to discover the pain points, expectations, and needs of WeTransfer users – largely creative professionals. Using this data, and our own logic, I designed the page architecture and content structure in Figma. Then, along with my brilliant design partner, product manager, and two developers, our small team built 7 new feature pages, as well as the company page, and 2 brand hubs – Advertising, Careers. Applying the WeTransfer narrative across all the feature pages meant I collaborated closely with the Creative Director, Marketing and Advertising teams to align on mission, marketing goals and business objectives. Within 3 months, we managed to create and build over 10 pages across brand and product. Here are just a few of them. See all the product feature pages at www.wetransfer.com/explore/all-features and the advertising hub here: wetransfer.com/explore/advertising