Public Profile
As part of my responsibilities, I revamped our public company profiles to provide our users with accurate and reliable data about private companies. By doing so, I helped our users save time and effort that would have been spent on searching the web for this information. Through our revamped public profiles, users can discover the wealth of in-depth data and unique signals that CBI offers, including insights into business relationships and exposure to new companies.
Business Goals
Our existing CBI public profiles were an under-utilized resource for generating new leads, feeding our sales funnel, and closing new deals. We had huge potential to grow traffic to our profile pages relative to our numbers today, based on traffic from similar offerings by our competitors
Our goal is to have our public profiles rank higher and produce more traffic to set ourselves up against these competitors.
Huge potential impact on growing traffic, generating new leads, feeding our sales funnel and our bottom line
If we capture 10% of the pool of traffic that already exists for competitors, we could get ~4M views annually
Build reputation & trust in the CBI brand and data for both sides of the marketplace
Attract companies to look at their own profile
Team
Me (Product Designer)
Product Manager
Marketing Team
Engineer Team
SEO Consultants
Timeline
3 months
What we delivered
Design Challenge
Define our User
Improve UX fundamentals
Define our User
What would our prospective clients care about that would be different from our established clients?
We spoke to our internal Customer Success Team and clients internally. We defined our user between Prospective Clients
Prospective dealmaker. Non-CBI client
Cares about: completing due diligence on their potential investments, discovering new companies, executing transactions
Wants: up-to-date, accurate financial data, differentiating signals/datasets, recommended companies
Prospective insight provider. Non-CBI client
Cares about: the larger landscape of markets and technologies and the top companies that operate within them
Wants: research, rankings or ranked lists, recommended companies
Improve UX Fundamentals.
Usability for our current public profile needed work. Digestible information is the goal while showcasing how much data we can potentially provide to our clients. Once SEO drives the user to a profile, what will that make the user stay?
Process
We worked with an SEO consultant on-page optimizations to expose robust, unique content and highlight differentiators.
I analyzed our previous public profile and compared it against UX fundamentals/usability. With suggestions from our SEO consultant, we would increase content that would be updatable and thus higher ranked on searches. We strive on our data and wanted to display it in a way that would lower cognitive load but impress our users with our wealth of content. Specific data was for paid users, so we wanted to "show off” the kind of data we can provide if you were our clients. This was also supported by CTA to entice the users more.
Outcome
Table Component
Tables are kind of my thing. We wanted to build a reusable component that can be applied to all data tables.
