To put it simply, Jump Robotics is pretty awesome. They're a registered non-profit robotics organization from Palo Alto, and they're all about doing things differently. Based out of the heart of Silicon Valley, their team has the charm of many technology start ups in the area. Working out of a parent’s garage, this team is almost symbolic of the classic Silicon Valley start up. We were pretty jealous. However, despite their unique nature, this team had difficulty landing sponsorships for the coming competitive seasons. They realized that their team needed to stand out. And they quickly discovered that it was their website and brand that was holding them back. At first, they thought they would simply develop a site in house, however, once they discovered us they realized we were exactly what they needed to stand out in the way they wanted. We were up for the challenge. We worked with them to build a new (and pretty badass) online brand identity - one that matched their unique nature. But don't take our word for it, take the word of our results. We helped them land 3x the amount of funding they had previously been raking in. All thanks to their updated website and brand. Here's how we did that.
The team at Jump Robotics understood they needed a site that helped them stand out from the thousands of other robotics teams. To do this, they needed clarity on their audience - clarity that they didn't have. That's where we came in. We helped them discover who their audience was, and most importantly, how to speak them in in their own language. The results we got for Jump weren't just the manifestation of an awesome looking site - it was the manifestation of understanding their audience so as to position their brand to get them where it mattered. Jump wanted to stand to out. We made them stand outwards by first looking inwards.
Having an attainable goal is necessary if you want to... get this... attain your goal. Since we were interested in attaining a goal, our first step was to set an attainable one. With Jump, we were able to establish a clear and concise goal - we wanted to increase conversion rate by 100%. Was that a crazy goal? Maybe. But that's exactly what we do here: the crazy.
Once we knew what we were aiming for, our next step was the most important one - understand the audience. To do this, we had to understand where the audience was coming from, what their experience with Jump was like, who they were, and what they were looking for. We could have done traditional journey mapping, the type where a group of people roam around a whiteboard jotting down their unfounded assumptions - but we didn't do that. We wanted to not just "understand" the user's experience, but feel it for ourselves. So, for an entire day, we all played the role of public relations coordinators, browsing through hundreds of similar competitive robotics organizations vying for a sponsorship. We wrote down every feeling, pain point, and question that came to mind. It was pretty fun for the whole team to be someone else for a day, but more importantly we got a lot of data from it. And not just numbers and letters. Real feelings. To summarize it, we took away three main points: sites with a strong and visible USP (unique selling, or in this case, sponsorship proposition) were a lot more attractive than those without one; making an easy to use contact system was everything; and sites that were visually jarring were the ones we remembered most.
Our brainstorming process is all about letting through as many ideas as possible, so that we don’t potentially lose the truly innovative ideas by pushing them off immediately. We looked at the individual aspects of our research, and wrote down whatever ideas came into our minds. Whether it addressed one of the pain points we discovered, answered a question, or was just a cool idea, everything was written down. Once we had brainstormed until our minds were numb, we looked through our ocean of ideas to see how we could combine the things that we liked, and improve on them. All these ideas were now ready to be stuffed into a prototype so that we could see if they really worked.
The prototyping phase involved us taking all of our ideas and filling the site up with them. This process was time consuming and difficult, as getting all the different “pieces” of the site to interact coherently together was no simple task. Within due time, however, the first prototype of the site was built. We attempted to include as much as we could so that during the testing phase we could confirm what works, as well as what doesn't.
After the prototyping phase, we made our way to the testing phase. We created small test group who most represented our audience. Each tester went through our site as our team eyed them eagerly taking notes on how they interacting with every little aspect of the site. From how they clicked the contact button to how they scrolled through the page, everything was accounted for. Once they were done, we had a whole new pile of pain points, questions, and notes to work with. Back to the drawing board.
With our feedback from testing, we began revising the website. This could mean small changes such as the shape of buttons to big ones such as how the entire site was structured. Yes, this can be pretty time consuming. The thing is, we're perfectionists, and we wouldn't let Jump have an imperfect site. We continued to test and refine. By the time we felt the site was launch ready, we had ran eight different series of tests. As we like to say - refine, refine, refine.
We think our hard work paid off. Within just months after launch, Jump's new site landed them more sponsors than they had ever landed in their entire lifetime.
We were able to make an online brand that truly matched Jump's awesome culture. The Jump Robotics website stands as a testament to how real testing, audience research, and strongly defined goals can completely transform any business.