TheAppLabb
for Content Workshop
TheAppLabb creates immersive app experiences across a range of industries and complex use cases. However, like so many organizations, TheAppLabb spent so much time on its customers that its own brand and website had fallen into neglect.
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TheAppLabb's industry pages were jargon-heavy and didn't illustrate TheAppLabb's capabilities within the vertical's unique context.
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Case studies amounted to a two-sentence blurb alongside a few screenshots of the app. They communicated nothing about the project's success or the process of tackling that client's particular challenges.
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Meanwhile, the Sales team built decks on an ad hoc basis from a master (monster) deck comprising almost 100 slides. You can imagine the complexity and inconsistencies that tended to arise. ​
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I worked with TheAppLabb to create a trio of fresh, cohesive assets for three verticals that would empower the Sales team and improve the website's user experience.
Industry Pages
Web Copy
TheAppLabb's retail pages emerged as the top priority. First, we tackled the Retail industry page by creating a wireframe that would serve as the skeleton for the other two industry pages.
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For each industry, we talked about the challenges of these unique environments and highlighted the exact capabilities that felt most relevant.
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The Retail page copy focused on cutting returns, raising basket size, and taking advantage of the latest technologies.
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The Healthcare page copy showed how apps could help connect a patient's disparate sources of care and keep doctors, counselors, and clinics on the same page, resulting in better patient outcomes.
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The Fintech page copy showed TheAppLabb's ability to modernize the core financial functions of banking and other institutions — a modernization practically all financial institutions are thirsty for.
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I helped create the initial wireframe, wrote all copy, and helped coordinate the page's design.
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Click any image above to see the live page.
Case Studies
Web Copy
To bolster TheAppLabb's promise in its Retail, Healthcare and Fintech verticals, they needed to show real results they'd achieved for clients.
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Though TheAppLabb had some nice screenshots of their finished projects, they didn't capture the story of reaching that final product. By detailing TheAppLabb's approach and process, prospective clients could get a clearer picture of the results they might expect and a taste of the working relationship with TheAppLabb.
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I helped create the initial wireframe, wrote all copy, and helped coordinate the page's design.
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Click any image above to see the live page.
Sales Presentation Decks
Pitch Decks
TheAppLabb wanted to reduce complexity around the creation of pitch decks used by their sales team, while also giving the deck a more stylistic flare that coordinated with the industry and case study pages.
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I conducted two interviews with TheAppLabb's Sales leaders to better understand their pain points and objectives. I then wrote the Retail pitch deck as a proof of concept for the structure that the remaining two decks would follow. After a round or two of workshopping, we all felt great about the outline, and the Healthcare and Fintech decks were a breeze to complete.
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Instead of one master/monster slide deck of nearly 100 slides, each vertical now had its own deck with only 18 slides. Of those slides, only five or so needed slight customization from the sales team.
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Months after turning these over to TheAppLabb, I reached back out to check if the pitch decks made their lives easier, and I was met with a resounding YES.
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I established the outline and wrote all copy for the pitch decks, in addition to helping guide design.
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To see the full pitch deck, click any image above.
Designing the Journey
TheAppLabb still doesn't have a cemented brand, to speak of. However, this project shows how effective sheer consistency can be.
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Whether a user goes from industry page to case study to pitch deck, or from pitch deck to industry page to case study, each of these assets serves as a reliable stepping stone for prospective clients to engage with TheAppLabb.