B2B Fintech Website Design
UX, BRANDING, DESIGN SYSTEMS, AND CONTENT MARKETING – MADE WITH REWARDS NETWORK
TL;DR
Led the transformation of RewardsNetwork.com to boost B2B engagement and lead generation. We created a modern web experience that resulted in a 98% increase in unique monthly visitors and a 243% rise in marketing-attributed deals
RESPONSIBILTIES
UX Strategy, Creative Direction, Product Workshops, User Testing, Responsive Design, Design Systems, Copywriting and Tone of Voice, Development Handover, Motion Design & Video Production,
PEOPLE
1x Visual Designer
1x Copywriter
1x UX Designer
2x Product Developers
TIMELINE
3-4 Months
RewardsNetwork.com played a vital role in driving business development and generating demand. However, despite our to-date marketing efforts, conversion rates remained disappointing for the previous site. The conversion rates were mediocre, and the previous site structure, design, and content were in need of a complete overhaul.
The target audience for RewardsNetwork.com is B2B customers, specifically restaurant and small business owners who seek to attract a steady stream of customers while also exploring smarter capital options for their ventures.
I spearheaded a transformation of the corporate site and all of its digital experiences. Collaborating closely with C-Suite Executive and Sales leadership, we crafted a modern and responsive web interface that effectively communicated the company's value proposition to the restaurant industry. The new site was designed to increase engagement, build brand awareness, and convert more B2B traffic into qualified leads.
The results of the new site design, structure, and UX were significant. There was a 98% increase in unique visitors to the corporate site each month, and a 243% increase in marketing attributed deals from 170 in 2021 to 584 in 2022.
CONTENT AUDIT + SITE STRUCTURE
We restructured the website to help drive restaurateurs through the funnel and increase conversion rates. This included revamping the navigation, hierarchy, theme, headers/footers, content and a visual redesign to reflect the new brand. Our objective was to convert B2B traffic into qualified leads, increasing the traffic-to-lead rate and lead-to-opportunity rate for visitors who took action or had an opportunity created.
We also redesigned the UX of our website, focusing on the home and category pages to ensure content was presented clearly and in context. We highlighted our new value proposition on the home page, followed by an introduction to who we are and what we do. The "How it Works" page showed our value proposition in action, and the "Program Benefits" page detailed features and benefits for program restaurants.
A REVITALIZED BRAND ALIGNED WITH A REVAMPED WEB EXPERIENCE
SIMPLE, STRONG LANGUAGE THAT HIGHLIGHTS THE BENEFITS
We heard feedback from the Sales team that the language on the previous site didn't align with how they spoke about Rewards Network and their products. To address this, we refined our story to better align with the internal teams. This redesign included new language and methods of communication, improving the user experience.
THE VALUE IN THE MESSAGING
We shifted our messaging to talk directly to restaurant owners, using active language to demonstrate how we can help them grow. We also took a more deliberate approach to representing new customers, and focused more on full-paying customers than cash and funding. We adjusted how we explained our value without minimizing our ownership of the program
REFINED VISUAL DESIGN AROUND BEST UX PRACTICES
We improved the layout and structure of the site, creating a better visual experience with simplified navigation, branded iconography, streamlined content organization, intuitive link styles, and simplified lead forms. We also used negative space to improve "breathability" and add visual interest.
Rewards Network's "one platform" helps restaurants succeed with the largest promotional program in the nation. Its four primary selling points are brands, guests, capital, and data. The focus is on marketing to drive members and data to show value, rather than pushing the capital funding product.
LEAD GENERATION AND CONTENT DOWNLOADS
The goal was to convert more B2B traffic into marketing qualified leads. Gated content downloads, such as eBooks, eTools, and case studies, were the primary drivers of these leads compared to organic or sales-driven traffic.
DESIGN SYSTEMS FOR DOWNLOADABLE CONTENT
As a part of the complete brand redesign for Rewards Network, a new design system was created for all the content pieces, while the downloadable content pieces cover designs for the eTools and eBooks were templated to streamline the process of creative time. Each color represented a category of restaurant ownership, from Finance (green) and Marketing (blue) to Operations (navy), and Management (plum). And with all of the content covers, the imagery needed to be versatile enough to be used for thumbnail and downloadable form landing pages as well.
INFORMATIVE EXPLAINER VIDEOS
Our site's explainer videos play a crucial role in simplifying complex concepts and assuring potential buyers. They clarify our program's mechanics and the value of services like marketing and capital funding. These videos also encourage self-service exploration and boost confidence in engaging with our offerings, day or night.
VIDEO TESTIMONIALS + CASE STUDIES
I directed and produced 20+ restaurant video testimonials for Rewards Network and their Sales team. Here are two recent testimonials from Good Eats Group in Chicago and Papa’s Raw Bar in Pompano Beach, Florida, along with video case studies for Dan Tana’s in West Hollywood, California. These videos served as social proof, reassuring restaurant owners through the experiences of their peers.
The Rewards Network rebrand and responsive web app launch were a hit, driving impressive results. Unique visitors to the corporate site surged by 98%, from 74,000 to 147,000 per month. Our strategic approach, featuring gated content, engaging videos, and streamlined lead generation, led to a remarkable 243% increase in deals, from 170 to 584, reinforcing Rewards Network's industry presence.
This rebrand significantly boosted revenue-generating products, like capital funding, by 49%, with over $8 million funded in six months. The new brand perfectly conveys the mission of supporting local restaurants with technology, data, and unwavering commitment.
This project highlights the power of creativity and innovation, driven by a dedicated Sales team and a skilled group of professionals. As Rewards Network continues to grow, it's a testament to the impact of embracing a brand's true purpose and connecting deeply with its audience.