OrbitalAds is a recently created SaaS startup that applies Artificial Intelligence and Machine Learning to Keyword Management for improving performance and save time in GoogleAds.
We needed to launch a website that showed OrbitalAds brand identity, capable of explaining the product and easy to manage by the Marketing team while being memorable and engaging.
My role in this project was as a Design Lead managing a team of four junior designers with a hands-on approach.
I not only established design processes and know-how in the company and managed the growth of the design team, but I've also been involved in all the design stages of the project at the same time, from user research and test to prototyping, ideation, writing or final specifications for developers.
We decided to tackle the problem of ever-changing websites and marketing messages, with new landings and requirements by adopting an approach for the site as if it would be an app. We built a specific system for the website, made by components, sections and so on. Then we empowered the marketing team to make decisions on which sections and components to use for trying different messages and creating landing pages.
This approach allowed us to have a lot of control over the design of our website. At the same time, it gave freedom to the marketing team to try new ideas, concepts and formulas continuously —from copy changes to reordering sections, pages or components— having a shallow impact in our development resources focused on building the app.
When building the system and the visual design, we tried to have a simple and effective design and components, but capable of creating engaging and exciting compositions and moments.
With components and sections ready for every screen size, the system can now work with autonomy creating the numerous websites, landing pages and articles needed by the marketing team.
Due to the significant effort, in the beginning, it is difficult to make visible how much time and resources you can save when a system is in place. Happily, for this project, it was possible to develop a system for a more simple product as a website. Putting this system in place has allowed our Marketing team to carry out several iterations and tests without any kind of need from design or development. And the learnings they have had allowed us to evolve and improve our marketing and sales message in an unmeasurable way.
As everything has its counterpart, having two design systems below the same roof it is sometimes hard. It is not possible to unify them since the app and the website have different needs and rhythms of evolution. Maintaining two just born design systems with few resources is not always ideal. Being honest, always that we need to do any trade-off, there is always one side that suffers it. In this case, our website.