When you start a design from scratch it might not be that brilliant but when you submit the final version it shows how much you cared about that design.

1. How caring for each design element changes
everything!

2. BRANDis a set of expectations,
memories, stories and relationships that in
combination drives the decision of choosing
the particular company, product or service.
Seth Godin
Legendary Marketer

3. The first touch point of your brand becomes the
perception for the customer. For example, a FMCG
product like a head wash, the first time you see the
bottle lying at the grocery store you like to grab it and
read about it. That is the first time a brand is
perceived!
The same way, in digital world, the moment a
visitor opens your website, landing page,
Facebook or Twitter page, you create a
perception in the visitors mind and a decision
of re-visiting or not.
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4. “Perception is Reality”
Lee Atwater (Advisor to U.S. President George H.W. Bush)

5. Brand perception Vs Reality
According to recent Gallop survey, American
public perceives that 23% of American are
Lesbian and Gays but in actual only 3.8
percent of the people are lesbian, gay or
transgender. That’s a huge difference
between reality and perception.

6. We did the same!
You can get advantage of this, you can
come across as a brand which is being
perceived as a thought leader with just
few fixes in the designs you create.

7. Story line
Product
A performance management product used for 360 degree review,
setting SMART goals and giving peer reviews.
Business Requirement
Capture the leads through a landing page and make
the target audience understand the importance of goal alignment.

8. The product landing page looked like this

9. Brand Perception- A lot of information confuses the visitor and might even switches off
the user.
QTip: Humans understand visually better, their brain doesn’t want to do extra work to
read!

10. Brand Perception: The difficulty to read the below test makes the user agitated and makes them fell that you are trying to
hide something behind the text.
Qtip: Make sure if you are using headlines, sub-headings or pointers to explain something take care they are in genuine
ratio.

11. Brand Perception: This gives the brand perception of incompleteness. You need to complete the page and give a good
ending to the story. Without an end the story doesn’t end!
Qtip: There needs to be a story in the design a starting and a complete ending.

12. What changed the perception
Paying attention to every big or small element. Let’s see…

16. Giving the reason for the user to sign-up by adding trusted experts
Ending the page with a form
after gaining trust

17. Results
Sign ups increased by
90%

18. How did we increase the brand perception with more iterations
• The message changes
• The visual representation changes
• The color palate changes

19. • The copy changes to better
• The way to represent the screen
changes
• The font changes
• The visual representation of
features content changes

20. First Thought
• This first thought had lot of
content
• Improper icons
• Abrupt ending
• Different size fonts with no
consistency
• No whitespaces to breathe
• No STORYline!

21. Iteration 2
• Got a STORYline!
• Most of the content was
removed
• Consistency in fonts
• Product showcase by screens
• Added trust by adding
industry leader’s verdict
• Showcased features

22. Final Design
• Improved upon the icons
• Improved upon the language
• Improved upon the way
screens are shown

23. Designed by- Manisha Sharma I Evangelist I manisha.sharma@quovantis.com