Myob
Details
To support a 20% CVR uplift for 2024, Merkle launched a new vision and purchase pathway for one of Australia’s most iconic tech businesses.
MYOB’s website and brand weren’t connecting to customers and needed a fresh perspective. Additionally, the pathways to purchase were hampering conversion and needed an experience uplift backed by real customer insights.
Working in closely integrated teams, we launched a new brand identity and reimagined the acquisition journeys, tailored to increase conversion.
Details
To support a 20% CVR uplift for 2024, Merkle launched a new vision and purchase pathway for one of Australia’s most iconic tech businesses.
MYOB’s website and brand weren’t connecting to customers and needed a fresh perspective. Additionally, the pathways to purchase were hampering conversion and needed an experience uplift backed by real customer insights.
Working in closely integrated teams, we launched a new brand identity and reimagined the acquisition journeys, tailored to increase conversion.
Details
To support a 20% CVR uplift for 2024, Merkle launched a new vision and purchase pathway for one of Australia’s most iconic tech businesses.
MYOB’s website and brand weren’t connecting to customers and needed a fresh perspective. Additionally, the pathways to purchase were hampering conversion and needed an experience uplift backed by real customer insights.
Working in closely integrated teams, we launched a new brand identity and reimagined the acquisition journeys, tailored to increase conversion.
A site built with real insights
To begin, we conducted discovery interviews to help us better understand MYOB's SMB market. Interestingly, we found a disconnect between MYOB’s perception of their audience's accounting knowledge and the reality: many customers had a rudimentary idea of what accounting software did and how it could help them.
Our solution was to create custom animations to show how features worked, simplify the language and create a cleaner style to aid comprehension. Additionally, we added a new "I want to" section that bundled features, framing them in a way that focussed on how they would solve key business goals for customers.
A site built with real insights
To begin, we conducted discovery interviews to help us better understand MYOB's SMB market. Interestingly, we found a disconnect between MYOB’s perception of their audience's accounting knowledge and the reality: many customers had a rudimentary idea of what accounting software did and how it could help them.
Our solution was to create custom animations to show how features worked, simplify the language and create a cleaner style to aid comprehension. Additionally, we added a new "I want to" section that bundled features, framing them in a way that focussed on how they would solve key business goals for customers.
A site built with real insights
To begin, we conducted discovery interviews to help us better understand MYOB's SMB market. Interestingly, we found a disconnect between MYOB’s perception of their audience's accounting knowledge and the reality: many customers had a rudimentary idea of what accounting software did and how it could help them.
Our solution was to create custom animations to show how features worked, simplify the language and create a cleaner style to aid comprehension. Additionally, we added a new "I want to" section that bundled features, framing them in a way that focussed on how they would solve key business goals for customers.
My Role
As the Experience Lead on this project, I:
Set the experience direction & vision
Collaborated with stakeholders to champion
the design solutionsWorked with MYOB to define and set up a
blended team modelCollaborated with team members to create
cohesive and innovative solutionsMentored team members to achieve their best results
Worked with the team and MYOB to set up ways of working and processes
Ideated and designed experience concepts
Conducted & synthesised user testing sessions
As the Experience Lead on this project, I:
Set the experience direction & vision
Collaborated with stakeholders to champion
the design solutionsWorked with MYOB to define and
set up a blended team modelCollaborated with team members to create
cohesive and innovative solutionsMentored team members to achieve
their best resultsWorked with the team and MYOB to
set up ways of working and processesIdeated and designed experience concepts
Conducted & synthesised user testing sessions
Results
New components in 4 months
Reimagined product pages
New animated assets