UserZoom was a leading UX insights solution with a primary focus on UX and Product teams within enterprise-level companies. After acquiring Validately (a UX software platform with a large base amongst designers and smaller businesses), their audience expanded further, elevating their position as the most complete UX research solution for anyone working in UX. 

We evolved the brand to help reflect this change.

Our extensive research gave us a detailed understanding of UserZoom’s varied new customer base, as well as a holistic view of their competitive landscape. We used these insights to repackage UserZoom’s solutions to meet the goals and ambitions of their new, broader audience.

Our research told us the existing brand and owl mascot (affectionately known as “Zooie”) were not meeting the expectations of their customers—and were in fact negatively impacting their position in the market. So we gave Zooie a facelift and updated the design language to be warm yet wise, leveraging the gentle softness of the Recoleta typeface to provide something familiar yet fresh. The brand was expanded into a full illustrated and animated icon package, and applied to extensive company collateral.

The UserZoom marketing website redesign was an extensive overhaul of an existing 600 page Wordpress instance. We redesigned everything from the information architecture and content maps, to user journeys, wireframes and detailed page designs. Amazingly, the entire process was led by user research and insights conducted using the UserZoom software itself.

UserZoom’s website frontend was custom-built using Next.js and API integrated Prismic CMS, Drift, Marketo, Workable and OneTrust cookie management. The site was built as a set of modular blocks for easy content management and new page creation via Prismic CMS.