To further improve on Amy's design, and to appeal to a wider audience, I have incorporated more than just a single 3D design.Īt this point we had a nice framework to experiment with, and so for the next little while this is exactly what I did:.Warm tones were never meant to be present in Tinkercad, so I've ‘gone cold’ and the team has never looked back since. Certain things cannot be explained they are simply truths.Further refinement of Amy's proposed BETA, by yours truly. One thing to note about CTA colors: they are all derived from the logo (that we have also redesigned), to closer tie things to the brand… Finally, the main CTA was drastically increased in its prominence – this eventually resulted in higher conversion rate.I suggested for the copy to be updated to include some popular keywords for SEO purposes.To eliminate the ‘sterile feel’, and to add a visual anchor to the top of the website, Amy has incorporated a bit of background color into the banner.To remove ambiguity, we ditched the complexity of dimensions on the featured 3D design and have opted to use something people could connect with (vs electronic device enclosure, which, I'm not going to lie, was one of my favorite Tinkercad graphics of all time).Working alongside the best Design Manager and User Experience Architect I've come across in my entire career in the Bay, Amy Phillips, we've outlined the visual direction of what would become V2 of the website: (Because anyone can use Tinkercad, as long as they know what a computer is and if you are designing for one group, you are missing all the others.) BETA In this case, the banner was too specific for the “target audience” of the entire world. As soon as you start going through exercises which help you determine who your target audience is, you are doomed from the very beginning. What everyone – including the current leadership – fails to understand is, as a Oscar Wilde once noted, “to define is to limit”. The issue with the initial design laid in specialization. Upon initial examination, the top contains all the required conversion elements: heading, sub-heading, main CTA, video, and a visual:Īlthough this isn't THE first version of Tinkercad, I'm considering it as such since this was the starting point post-acquisition. Case closed! Main bannerīelow is what I started with. In other words: create all the graphics in Tinkercad, and arrange them in Photoshop. THE WORLD, people! OK? It doesn't need to be degraded to other graphical means of representation outside of app's existing design! …If only said people used the app and their creativity to create in-app presentation art. It is the single most recognizable app in the world. Get out of your comfort zone, and do the world a favor – find your own niche s omething you can't live without. The entire team should be comprised of hardcore 'makers', who use the app on daily basis… People who dream it! Not the ones with no ideas who hire other, ‘ no-idea’ people. …And I'm not talking about setting up user groups to try and figure out a bunch of good-for-nothing, common-sense-type of information. In this case you really do have to ‘ know your audience’. ( Marketing 101, really…) Key Visuals/MarketingĪll of the designers and marketers that came before and after me (besides whoever created the BETA index page), for some reason always tried to invent creative ways to represent the app, without realizing that the app markets itself. Pattern is quite obvious here: move away from feature-based marketing and towards benefit-based marketing has proven (in this and every case) to more than double the conversion rate.