ECA Expert: redefining web presence and product narrative
ECA Expert: redefining web presence and product narrative
Status
Status
In development
In development
Date
Date
May 2025 -
May 2025 -
Team
Team
Product Marketing Manager
Product Leads
Head of Product
Product Marketing Manager, Product Leads, Head of Product
Skills
Skills
UXUI design
Project management
Graphic design
UXUI design, Project Management, Graphic design
ECA’s SaaS offering required a new set of product pages to transform a complex product suite into an intuitive, conversion-focused digital experience.
ECA’s SaaS offering required a new set of product pages to transform a complex product suite into an intuitive, conversion-focused digital experience.
The challenge
The challenge
ECA’s digital presence was split between legacy services and a newer platform experience, making it difficult for customers to understand how its products fit together. This lack of clarity extended internally, where teams had no consistent way to describe the emerging SaaS offer. The project set out to resolve both, creating a clearer external proposition while establishing a shared foundation for product messaging.
ECA’s digital presence was split between legacy services and a newer platform experience, making it difficult for customers to understand how its products fit together. This lack of clarity extended internally, where teams had no consistent way to describe the emerging SaaS offer. The project set out to resolve both, creating a clearer external proposition while establishing a shared foundation for product messaging.
Rebranded platform website (left); legacy website (right)
The approach
The approach
Messaging & Alignment
Working closely with Product Marketing, I led a series of workshops across five product streams to align internal knowledge with user needs. Customer challenges were mapped and distilled into problem statements, allowing product features to be reframed in terms of accuracy, confidence and real-world value.
Working closely with Product Marketing, I led a series of workshops across five product streams to align internal knowledge with user needs. Customer challenges were mapped and distilled into problem statements, allowing product features to be reframed in terms of accuracy, confidence and real-world value.
Empathy mapping
From strategy to structure
These principles informed a new information architecture, which I developed to prioritise clarity and reduce cognitive load. Through iterative wireframing and content development, the structure was refined into a more intuitive journey, enabling users to understand the platform progressively rather than all at once.
These principles informed a new information architecture, which I developed to prioritise clarity and reduce cognitive load. Through iterative wireframing and content development, the structure was refined into a more intuitive journey, enabling users to understand the platform progressively rather than all at once.
Messaging prioritisation (left); Interactive wireframing (right)
Product workshops
Visual Storytelling & Production
The final phase translated this structure into a cohesive visual system. I designed a suite of custom UI components, graphical assets and worked with an external animator to bring the motion graphics to life, making complex functionality feel clearer and more accessible across the site.
The final phase translated this structure into a cohesive visual system. I designed a suite of custom UI components, graphical assets and worked with an external animator to bring the motion graphics to life, making complex functionality feel clearer and more accessible across the site.
UI component mockups
Product animations for "Discovery"
Employee portal animation
"Assignment management" product page
Impact
Impact
While the full site rollout is ongoing, the project has already established a clear benchmark for how ECA communicates its products.
The framework has been adopted across internal and external materials, forming the foundation for a global sales handbook and wider marketing collateral.
While the full site rollout is ongoing, the project has already established a clear benchmark for how ECA communicates its products.
The framework has been adopted across internal and external materials, forming the foundation for a global sales handbook and wider marketing collateral.
Unified Product Positioning
Unified Product Positioning
Improved clarity in how teams articulate the SaaS offering
Improved clarity in how teams articulate the SaaS offering
Widespread Internal Adoption
Widespread Internal Adoption
The product handbook is now the primary reference for client communications.
The product handbook is now the primary reference for client communications.
Strategic Marketing Alignment
Strategic Marketing Alignment
A consistent foundation for future marketing activities.
A consistent foundation for future marketing activities.