📋 Description of the project

The purpose of of this project was to redo the "Talentoday business website", which is the part of the Talentoday website that contains the customer facing explanations of our B2C and B2B products.

HIGH LEVEL PROJECT SUMMARY:

Problems:

• The previous website did not fit the needs of potential customers and investors. There was a major confusion between B2B & B2C target markets. It used to be great but since the product evolved, it did not fit the vision of the company anymore. .

• Lack of flexibility to make marketing changes because corporate site is embedded with production site.

• Instead of a strong asset our website was a liability.

Proposed solution:

• Split and migrate the site so that it is owned and managed by the US marketing team.

• Improve clarity through the messaging and mapping of the site.

• Improve workflow and communication with the French engineering team.

Expected results:

• Have a professional and clear business site for investors, consumers and businesses.

• Have a separate marketing managed site that does not rely on engineering team.

MY ROLE AND RESPONSIBILITIES

I was project manager of the business website. I oversaw the engineering, and design of the site as well as produced and managed all content. 

🥅 Project goals

1. Have a dedicated website separate from production site that doesn’t require any actions from engineering

2. Quickly Improve the marketing content

   • General structure improvements

   • Clear message on the Home page for both B2B and B2C

   • Improvements related to the recent sales changes (targets, pricing….)

3. Set up and maintain analytics to support marketing decisions

🚧 Project strategy

• Use a step by step process to ensure that all things are working.

• Focus on key high impact pages and progressively add others as the project goes on.

• Always do an intensive benchmarking and reflexion before implementing changes.

• Install analytics tools to measure changes and improvements.

We decided to implement an iterative process where all the non-essential pages will be done in phase 2 and 3 during development sprints:

👨🏻‍💻  Program Management 

Team cohesion is one of our essential values at Talentoday. My management process was built around communication with the sales and customer success teams. Members of these teams sat both in San Francisco and Paris so to keep communication clear I structured a plan and prioritized which pages and content were crucial and which pages could wait for future releases. Below are a couple of slides from the project portfolio in which you can see the process I set out to create edits to the site and content. 

To keep things organized I used the project management platform Trello. This allowed seamless communication with the French team and also help me outline what needed to be done for each page and project. 

Once the content was created it was uploaded to Invision. We InVision on a daily basis to interact between the sales team, UX/UI and developers. This tool was an essential part of staying on track and establishing online communication. 

Translations 

Another component to this project was managing the translations. Talentoday is a global company so I knew it was essential to have a translation process that was turn key. I worked directly with the translators to ensure the content was appropriately translated in French, Portuguese, German, Spanish and Simplified Chinese. 

👥 Users and audience

One of the most challenging parts of this project was adapting the messaging of our product to each target market. I worked cross functionally with the sales team to dive deep and what was working and what needed to be polished. With the customer success team, I was able to see where our highest value was for our current customers and how I could present that on the website for future customers.

It was crucial to understand the value we bring to our customers before writing the content. Each business unit has a specific voice and message. 

 B2B

Talentoday has both B2B and B2C customers. One of the first steps of the project for me was to define the different customer segments we have at Talentoday.

Types of BtoB customers:

• Staffers & Recruiters

• Managers

• Career counselors

• Government & Public health

B2C

Many individuals who visit Talentoday.com are BtoC users. There are 2 main categories of people: Candidates who have been invited to take the personality assessment and other people such as students who are interested in data on their soft skills. In both cases it was important that they easily identify how to sign up and take the free assessment on the website. This posed a challenge for me as I worked hard to find a way our homepage could appeal to both candidates, investors and potential customers. 

INVESTORS

One of the major reason why our CEO wanted to update the business website was to update the vision of the company. Indeed the vision of the company changed over time and it was important to have a website up-to-date before starting to raise funds our Series B.

📸 Photo shoot

Our release contained simple screenshots from our app, some basic illustrations and CC0 pictures from Unsplash. In the next releases we wanted to make the website more personal so we organized a photo shoot. 

You'll find below some instructions that we sent to the photographer along with few pictures. It was really important for us to make sure that she understood our needs prior to the photos so we only need to photo shoot once.

And a few examples from the shoot: 

💎 Outcome

We were able to release the new Business website on time. You'll find below the screenshots of the desktop versions for the most important pages:  If you would like to view the whole site you can visit Talentoday.com