Moogsoft

About:

Moogsoft Inc, recently acquired by Dell Technologies, is an AIOps solution and AI-driven observability leader that provides intelligent monitoring solutions for smart DevOps.

I worked directly with this company as their Director of Creative & Web and transformed their brand.

In this role, I led Creative and Web Development teams, completed a full website redesign and streamlined their strategy with data-rich insights and improved adoption of the brand internally and externally.

ROLE: Director of Creative & Web

SERVICES: Design, Web (Redesign, SEO, Analytics, Design Systems, etc.), Brand (Strategy, Refinement, Marketing), Marketing, UX , Fundraising, Team Management, Social Media, Vendor Management

HIGHLIGHTS: Full Web Redesign, Built and Managed Web Team, Increased Brand Adoption, Major Acquisition

TOOLS: Figma, WordPress, WPEngine, Adobe Suite, Marketo, Google Analytics, Canva, & more.

PROJECTS & NOTABLE OUTCOMES:

When I joined Moogsoft, they suffered from a common problem a lot of startups face – assets all over the place, splotchy adoption of brand assets and collateral, poor reporting, and a haphazard web experience. In the ~2 years I spent at the company, I transformed their creative operations. Notable highlights include:

  • Improved Design: Full web redesign, funnel optimization, drag-and-drop, focus on scalability, reinvisioned brand to include more consistency and modern application
  • Streamlined User Journey: Increased site users, decreased bounce rate, better mapping and navigation
  • Reduction of Technical Debt: Backend optimization, SEO, GA4, Marketo assets
  • Increased Brand Adoption: Created sales and marketing enablement tools, widened social media presence, redesigned the brand kit and technical figures, including presentations, diagrams, etc.

UX SPOTLIGHT: FULL WEB REDESIGN

PAIN POINTS: Moogsoft’s site (and child sites) struggled to drive conversion, provided little value to customers with outdated graphics and features that no longer existed… and was incredibly difficult for a non-technical person to update.

There were a lot of things that needed improvement: 

  • Old design
  • Inconsistency between pages
  • No backend optimization or consideration for SEO
  • Bloated tagging
  • Poor user experience (bloated navigation, low-value content, inconsistent product images)
  • Poor user engagement
PROCESS:

The design process for this project included an extensive discovery phase, technical audit and information gathering. This was an intense cross-functional project, and required working with Product, Engineering, Customer Success and Marketing Teams.

In the initial Audit and Discovery phases, I worked with our executive team to develop our site personas – who were our target audience, and what were they looking for. We settled on the Executive Leader, the Engineer and the Technology Buyer as our targets.

Site architecture:

In planning the site architecture, we utilized Miro for brainstorming, Google Sheets for mapping out areas of need, and various project management tools to assign information gathering tasks. Once an initial restructuring of the architecture was agreed upon by each department, I led a user testing initiative – working with Customer Success and Sales teams to give Customers surveys (through Google Forms) testing out the paths and menus planned for the site. We made a few changes based on the customer feedback and moved to the Planning & Build phases.

Planning & Build phase:

In this Phase, I worked on developing a design system (with input from CEO, Marketing, Customer Success), that would enable scale across both the site and our landing pages and emails. Wireframes for the site were initially built in Adobe XD.

From a technical standpoint, I also planned out the site optimizations (SEO, transition to GA4, site speed) and used SEMRush to audit our existing WordPress pages and make suggestions for improvement. For version control, we utilized WPEngine.

Once the site was rebuilt with the new design system, all copy was updated to current and relevant information, each page was optimized for SEO, and all images were updated based on our most recent product.

Prototype and final site:

The new site was initially launched as a prototype, and I led a testing initiative and bug hunt across the company to search for errors in the site before the real launch. Once all bugs were corrected and analytics implemented, the new site was successfully launched.

In concert, sub-sites were also updated – including the Moogsoft Docs site and Moogsoft University.

Outcomes:

In this project, outcomes spanned Design, User Journey, and Technical Debt Improvements. From a Design standpoint, the new site used a design system that worked across web, landing page and email, and focused on standardization and accessibility. It also emphasized a more modern look and feel to the website and brand itself – serving as a better reflection of the company and technology.

From a User Journey perspective, the site was simplified and emphasizes interlinks, usability, and informative, value-filled content. We were able to see an increase in time spent on the site, and created a conversion-focused full-funnel journey.

On the Technical Debt side, we were able to remove historical bloat and unused scripts, transition to the new GA4, revamp our analytics tagging to show more accurate information across channels, optimize SEO across the full site, and improve site load speeds overall.

ADDITIONAL UX HIGHLIGHTS

In parallel to the web redesign, there was an ongoing effort to standardize and create a better full funnel experience. This included efforts in creating and testing strategies and designs in paid media, social media, event collateral, marketing collateral, ebooks, new resources and more. 

I also worked closely with Product teams to refine the in-product experience and technical screens.

BRAND HIGHLIGHTS

Over my time at Moogsoft, I increased internal and external adoption of brand though various efforts.

  • Rebuilt brand guidelines (improved on base provided by previous Director)
  • Built brand new specific guidelines for designers and creative contractors
  • Creation of an Internal Brand Kit to increase internal adoption
  • Creation of Resource and Video Repositories for internal use
  • Web Redesign, Management & Backend Optimization (including SEO)
  • Brand Identity Refinement
  • Media Kit Creation
MARKETING COLLATERAL

At Moogsoft, I was the primary person responsible for the creation of all marketing collateral and creating a cohesive branded look across all assets. This included the creation of technical documents (ebooks, whitepapers, reports and infographics), social media presence, edited promotional videos, created swag, mockups and graphics for events.

PAID MEDIA

Working with multiple media agencies, I helped implement new paid media approaches and creatives for varied campaigns that included:

  • Product messaging
  • New offerings
  • Educational site content
  • Webinars
  • Time-sensitive campaigns
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