New content for a new brand.
In 2019, GoCanvas began exploring new branding, with an emphasis on content and visuals that would resonate with potential users from different industries. We wanted to highlight the problems that the product solves, moving away from a feature-focused content strategy that was confusing to new visitors.
Old GoCanvas homepage.
The old homepage focused on features that new users hadn’t accessed yet. It included language specific to the product and that worked for some industries, but not all of the ones that GoCanvas serves. Through baseline usability testing it became clear that potential customers could make it through the entire experience without understanding what GoCanvas does.
New GoCanvas homepage.
The new experience and content, based on extensive usability testing, focuses on real people and real problems. All of the content is designed to highlight the benefits to the users, no matter what their line of work. There is also a focus on explaining, as simply as possible, what this complex product does. The tagline is still being tested with new and existing users.
Old GoCanvas Tour page.
The existing tour page had been recently re-conceptualized to focus on explaining how GoCanvas works. It still relied heavily on features and functionality and needed to reiterate the problems the product solves. This page had never been through usability testing.
New GoCanvas How it Works page.
The new page contains similar sections as the previous version, but with more general language that doesn’t go into detail about specific functionality. It’s more concise and offers video demos instead of flat screenshots. Each component on this page went through usability testing to validate that the language was easy to understand for potential users.
Work in progress.
The GoCanvas rebrand is still in progress, and new pages are being rolled out on a regular basis. All of the content is maintained through a central spreadsheet that developers, product managers, designers, and other stakeholders have access to for reviewing and using content. It references a central Figma file, where each design has been broken into component pieces for easy reference, updates, and maintenance.