Introduction
iSperm is an mobile computer-assisted sperm analyzer (mCASA) that helps veterinarians, farmers, and researchers overcome regional restrictions and make animal breeding and production more successful.
This case study details the process of establishing marketing channels and building product reputation through user research, design, and implementation.
My Role
- Collaborate with marketing and business team to establish marketing strategies and implement plans.
- Responsible for the main visual design (booklets, online-Ads, videos, websites, exhibitions, etc.) and developing a design system that can quickly adapt to market feedback.
- Integrate accurate, stable, and professional brand awareness into the design.
Challenge
Relying solely on distributors as a sales channel makes it difficult to accurately gauge the size of the market and predict growth. To address this, we are exploring ways to expand our channels and help distributors proactively reach out to customers.
Goal Setting
- Strengthen the existing sales model using booklet or flyer on-site.
- Use new channels to find potential customers and guide them towards online demos.
- Increase the conversion rate by addressing client doubts during online demos.
Design Roadmap
Define and communicate design roadmap to achieve targets, which helps the team stay aligned and adapt as needed. This ensures the project stays on track to reach final objectives.
Visual Design / Message
To emphasize the product's portability, we used a tablet and a calm tone in the visual design. Set the main message based on the marketing and business team's sales experience to differentiate from traditional analytical instruments.
Booklet / Flyer
The first step is to provide high-quality promotional resources such as instruction manuals and magazine ads to distributors. This helps them secure opportunities to visit customers, showcase the product, and gather feedback.
Facebook / Google Ads
Based on feedback from distributors, we design and test online Ads targeting specific animal species and professions. The goal is to guide users to our website to view product features and reserve an online demo
Commercial Videos
We discussed different species' key message with internal team using Storyboard, then combined AI dubbing to successfully produce ads in different languages for different species.
Website
After being introduced through online advertising, we hope that visitors can easily make an appointment for an online demo on the website, in addition to seeing detailed product information.
Online Demo
Online demos can bring together users of different professions such as vets and breeders to show how our product meets their needs and answer any concerns, increasing their willingness to purchase. We also provide technical consulting to users who have been using the product for a while, which builds brand trust and provides valuable product feedback.
Tutorial / Testimonial Videos
By creating instructional videos based on user feedback, covering everything from diluting samples to product usage techniques, we successfully make users more willing to recommend us to their colleagues in the industry.
Exhibition
Despite the pandemic's impact on exhibitions, we remotely planned and configured exhibition information using 3D simulation and collaborated with Chinese businesses to meet our exhibition needs.
Impact
Since starting and continually optimizing online demos, we've been successful in reaching customers through new channels and turning them into actual results, increasing the number of reservations by 300% and the conversion rate of users who have participated in online demos by 60%.
Direction for Future Update
User feedback on product usage has also provided us with clear direction for software feature updates. Click the link to see the full case study.
Link: UI/UX Case Study
