My role:
Strategy, Design research, Experience design
Date:
2023
Lead Generation for Kaspersky's Enterprise Pages
Overview
Kaspersky is a cybersecurity company dedicated to providing secure digital environments for individuals and businesses. Our team served as their long-time creative and conceptual partner.
Our challenge
They aimed to strengthen their position in the enterprise market by guiding potential customers smoothly from discovery to purchase.
They needed to shift from a sales-driven approach to a strategic, needs-focused experience, boosting lead generation and helping customers find their right solution.
UI concept by our colleague, Ádám
Our proposed project roadmap
Our approach is deeply rooted in design thinking and agile methodology, with the project built on strong research and UX foundations. I joined during the discovery phase, collaborating with the project manager to refine the steps and timeline, setting a realistic schedule.
Key insights
Complex
The product line was hard to grasp, and the site wasn’t used for vendor selection.
Static
When exploring a new service, visitors wanted to engage with the product through videos, demos, and interactive content for a more immersive experience.
Not reflecting to visitor jobs
We needed to demonstrate how the product solves business problems by using real-world examples from various industries.
Snapshot from the prioritisation workshop
Simple data analysis
Our approach
Holistic and more engaging
The Enterprise website was redesigned with a holistic, evidence-based strategy, along with more interactive content on real world examples and stories.
Simplified
A simplified flow, page structure, and template based pages with insights derived from the discovery phase to enhance functionality.
Focus on business problem solving
Wireframes addressed business and user pain points, ensured alignment with the client team, and guided further refinement. Provided scope definition for UI.
Accelerated
We set up template-based pages to accelerate content, design and development processes, ensuring a consistent and cohesive look across all Enterprise sections.
First version of the flow
Simplified, block based structure of the pages
Given the project's scale and complexity, we established design principles to guide our focus
Wireframes addressed business and user pain points, ensured alignment with the client team, and guided further refinement. Provided scope definition for UI
Fraction of the wireframes I had designed
Project solution
Modularity
Advanced module library with three responsive breakpoints, 3D animated assets, and comprehensive documentation, establishing a strong foundation for Kaspersky's new site.
Scalability
The scalable modules, backed by design tokens, enabled easy adjustments and laid the groundwork for future B2C integration, opening the possibility to create a unified and seamless website experience.
Fraction of the UI concepts. Figma workspace hygiene at it’s best
Obstacles
Received evaluative materials instead of generative
We received evaluative research, instead of generative, to develop personas and a journey map that could serve as a foundation for a needs-based website and flow.
I had to shift the focus of our workshops to defining problem statements, hypotheses on the target audience, ideation, and prioritizing feature ideas.
Missing vision & goals
The project lacked a clear vision and goals, requiring alignment during workshops. To address gaps in the research, I conducted a UX audit and mapped out user flows.
Cross-functional communication
Our partner handled communication with the development team, so we missed the opportunity to verify the feasibility of the UI designs, resulting in misunderstandings about screen resolution and other details.
Key learnings
Research & strategy evangelisation
This was the first time when our collaboration advanced from ad-hoc conceptual ideation to a more strategic, evidence-based approach. From this project we started to use more data and project performance metrics.
Internal retros and review sessions
Internal retrospective meetings allowed us to reflect on the process, while review sessions helped us to overcome obstacles.
Focused project management
Clear steps and weekly task tracking for everyone were crucial for a project of this size.
Summary
Business outcome
The new website boosted conversion rates, reduced bounce rates, and generated higher-quality leads for the sales team.
KPIs
After nearly two years of collaboration and advocacy, this project allowed us to elevate our approach, focusing on strategic, performance-driven metrics.
My role
Strategy, Research, Experience design
Workshops with local marketing stakeholders
Secondary research (clustered and summarised evaluative insights)
UX audit
Data analysis
Research summary
Design principles
Hypothetical journey and personas
Flow
Wireframes
Client presentation & results handover
Team
Kaspersky
Joanne Fenwick, CXO Operations Team Lead
Fruzsina Csabai, Marketing Media Manager
Rui Matos, Product Manager
Dentsu
Máté Tóth, Principal UI Design
Ádám Simon, Senior UI Design
Rebeka Zsákai, Senior PM
Anna Vásárhelyi, Senior UX Design
Timeline
Year: 2023
Project length: 10 months + development
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My role:
My role:
Strategy, Design research, Experience design
Strategy, Design research, Experience design
Date:
Date:
2023
2023
Lead Generation for Kaspersky's Enterprise Pages
Lead Generation for Kaspersky's Enterprise Pages
Overview
Overview
Kaspersky is a cybersecurity company dedicated to providing secure digital environments for individuals and businesses. Our team served as their long-time creative and conceptual partner.
Kaspersky is a cybersecurity company dedicated to providing secure digital environments for individuals and businesses. Our team served as their long-time creative and conceptual partner.
Our challenge
Our challenge
They aimed to strengthen their position in the enterprise market by guiding potential customers smoothly from discovery to purchase.
They needed to shift from a sales-driven approach to a strategic, needs-focused experience, boosting lead generation and helping customers find their right solution.
They aimed to strengthen their position in the enterprise market by guiding potential customers smoothly from discovery to purchase.
They needed to shift from a sales-driven approach to a strategic, needs-focused experience, boosting lead generation and helping customers find their right solution.
UI concept by our colleague, Ádám
UI concept by our colleague, Ádám
Our proposed project roadmap
Our proposed project roadmap
Our approach is deeply rooted in design thinking and agile methodology, with the project built on strong research and UX foundations. I joined during the discovery phase, collaborating with the project manager to refine the steps and timeline, setting a realistic schedule.
Our approach is deeply rooted in design thinking and agile methodology, with the project built on strong research and UX foundations. I joined during the discovery phase, collaborating with the project manager to refine the steps and timeline, setting a realistic schedule.
Key insights
Key insights
Complex
Complex
The product line was hard to grasp, and the site wasn’t used for vendor selection.
The product line was hard to grasp, and the site wasn’t used for vendor selection.
Static
Static
When exploring a new service, visitors wanted to engage with the product through videos, demos, and interactive content for a more immersive experience.
When exploring a new service, visitors wanted to engage with the product through videos, demos, and interactive content for a more immersive experience.
Not reflecting to visitor jobs
Not reflecting to visitor jobs
We needed to demonstrate how the product solves business problems by using real-world examples from various industries.
We needed to demonstrate how the product solves business problems by using real-world examples from various industries.
Snapshot from the prioritisation workshop
Snapshot from the prioritisation workshop
Simple data analysis
Simple data analysis
Our approach
Our approach
Holistic and more engaging
Holistic and more engaging
The Enterprise website was redesigned with a holistic, evidence-based strategy, along with more interactive content on real world examples and stories.
The Enterprise website was redesigned with a holistic, evidence-based strategy, along with more interactive content on real world examples and stories.
Simplified
Simplified
A simplified flow, page structure, and template based pages with insights derived from the discovery phase to enhance functionality.
A simplified flow, page structure, and template based pages with insights derived from the discovery phase to enhance functionality.
Focus on business problem solving
Focus on business problem solving
Wireframes addressed business and user pain points, ensured alignment with the client team, and guided further refinement. Provided scope definition for UI.
Wireframes addressed business and user pain points, ensured alignment with the client team, and guided further refinement. Provided scope definition for UI.
Accelerated
Accelerated
We set up template-based pages to accelerate content, design and development processes, ensuring a consistent and cohesive look across all Enterprise sections.
We set up template-based pages to accelerate content, design and development processes, ensuring a consistent and cohesive look across all Enterprise sections.
First version of the flow
First version of the flow
Simplified, block based structure of the pages
Simplified, block based structure of the pages
Given the project's scale and complexity, we established design principles to guide our focus
Given the project's scale and complexity, we established design principles to guide our focus
Obstacles
Obstacles
Received evaluative materials instead of generative
Received evaluative materials instead of generative
We received evaluative research, instead of generative, to develop personas and a journey map that could serve as a foundation for a needs-based website and flow.
I had to shift the focus of our workshops to defining problem statements, hypotheses on the target audience, ideation, and prioritizing feature ideas.
We received evaluative research, instead of generative, to develop personas and a journey map that could serve as a foundation for a needs-based website and flow.
I had to shift the focus of our workshops to defining problem statements, hypotheses on the target audience, ideation, and prioritizing feature ideas.
Missing vision & goals
Missing vision & goals
The project lacked a clear vision and goals, requiring alignment during workshops. To address gaps in the research, I conducted a UX audit and mapped out user flows.
The project lacked a clear vision and goals, requiring alignment during workshops. To address gaps in the research, I conducted a UX audit and mapped out user flows.
Cross-functional communication
Cross-functional communication
Our partner handled communication with the development team, so we missed the opportunity to verify the feasibility of the UI designs, resulting in misunderstandings about screen resolution and other details.
Our partner handled communication with the development team, so we missed the opportunity to verify the feasibility of the UI designs, resulting in misunderstandings about screen resolution and other details.
Wireframes addressed business and user pain points, ensured alignment with the client team, and guided further refinement. Provided scope definition for UI
Wireframes addressed business and user pain points, ensured alignment with the client team, and guided further refinement. Provided scope definition for UI
Fraction of the wireframes I had designed
Fraction of the wireframes I had designed
Fraction of the UI concepts. Figma workspace hygiene at it’s best
Fraction of the UI concepts. Figma workspace hygiene at it’s best
Key learnings
Key learnings
Research & strategy evangelisation
Research & strategy evangelisation
This was the first time when our collaboration advanced from ad-hoc conceptual ideation to a more strategic, evidence-based approach. From this project we started to use more data and project performance metrics.
This was the first time when our collaboration advanced from ad-hoc conceptual ideation to a more strategic, evidence-based approach. From this project we started to use more data and project performance metrics.
Internal retros and review sessions
Internal retros and review sessions
Internal retrospective meetings allowed us to reflect on the process, while review sessions helped us to overcome obstacles.
Internal retrospective meetings allowed us to reflect on the process, while review sessions helped us to overcome obstacles.
Focused project management
Focused project management
Clear steps and weekly task tracking for everyone were crucial for a project of this size.
Clear steps and weekly task tracking for everyone were crucial for a project of this size.
Project solution
Project solution
Modularity
Modularity
Advanced module library with three responsive breakpoints, 3D animated assets, and comprehensive documentation, establishing a strong foundation for Kaspersky's new site.
Advanced module library with three responsive breakpoints, 3D animated assets, and comprehensive documentation, establishing a strong foundation for Kaspersky's new site.
Scalability
Scalability
The scalable modules, backed by design tokens, enabled easy adjustments and laid the groundwork for future B2C integration, opening the possibility to create a unified and seamless website experience.
The scalable modules, backed by design tokens, enabled easy adjustments and laid the groundwork for future B2C integration, opening the possibility to create a unified and seamless website experience.
Summary
Summary
Business outcome
Business outcome
The new website boosted conversion rates, reduced bounce rates, and generated higher-quality leads for the sales team.
The new website boosted conversion rates, reduced bounce rates, and generated higher-quality leads for the sales team.
KPIs
After nearly two years of collaboration and advocacy, this project allowed us to elevate our approach, focusing on strategic, performance-driven metrics.
KPIs
After nearly two years of collaboration and advocacy, this project allowed us to elevate our approach, focusing on strategic, performance-driven metrics.
My role
My role
Strategy, Research, Experience design
Workshops with local marketing stakeholders
Secondary research (clustered and summarised evaluative insights)
UX audit
Data analysis
Research summary
Design principles
Hypothetical journey and personas
Flow
Wireframes
Client presentation & results handover
Strategy, Research, Experience design
Workshops with local marketing stakeholders
Secondary research (clustered and summarised evaluative insights)
UX audit
Data analysis
Research summary
Design principles
Hypothetical journey and personas
Flow
Wireframes
Client presentation & results handover
Team
Team
Kaspersky
Kaspersky
Joanne Fenwick, CXO Operations Team Lead
Fruzsina Csabai, Marketing Media Manager
Rui Matos, Product Manager
Joanne Fenwick, CXO Operations Team Lead
Fruzsina Csabai, Marketing Media Manager
Rui Matos, Product Manager
Dentsu
Dentsu
Máté Tóth, Principal UI Design
Ádám Simon, Senior UI Design
Rebeka Zsákai, Senior PM
Anna Vásárhelyi, Senior UX Design
Máté Tóth, Principal UI Design
Ádám Simon, Senior UI Design
Rebeka Zsákai, Senior PM
Anna Vásárhelyi, Senior UX Design
Timeline
Timeline
Year: 2023
Project length: 10 months + development
Year: 2023
Project length: 10 months + development
Read more case studies
Read more studies
confidential project
confidential project
connecting video creators
with clients
connecting video creators
with clients
About
Work
contact
About
Work
contact
About
Work
contact