Hoover's Free Site
Description
Project Date: Q4 2004 - Q2 2005
Hoover's is a subscription-based business information provider. Hoover's primary method of generating sales leads for its products is through the Hoover's Free Site, a kind of demo for the full suite of Hoover's tools and data.
The Free Site wears a number of hats: it educates potential customers about Hoover's, it conveys the Hoover's brand, and it serves as an advertising platform for additional revenue. The redesign of the site required careful attention to all three areas.
Role
Led the interface design work through a number of iterations and usability tests; collaborated on visual design and layout; collaborated on rebranding; devised an XHTML/CSS template which could be applied universally; enhanced accessibility and Search Engine Optimization (SEO); developed a lead funnel strategy for the entire site; worked heavily with Sales, Ad Sales, and Marketing to deliver a solution that exceeded expectations.