Rebranded platform website (left); legacy website (right)
ECA Expert: redefining digital presence and product narrative
Status
In development
Date
May 2025 -
Team
Product marketing manager
Head of Product
Skills
Head of Product
Product Marketing
Skills
UXUI design
Project Management
Graphic design
ECA needed a single, coherent digital presence to replace two fragmented websites and clearly communicate its product offering. Four core product pages were developed to define the core SaaS solutions, designed to support conversion and clearly articulate the value of each product.
The challenge
ECA’s digital presence was fragmented across two live websites: an older site describing legacy service offerings and a newer, rebranded platform site with limited feature detail.
The disconnected product narratives and difference in visual identity, made it difficult for clients to understand the company, or how the offerings related to one another. Internally, there was also a need for staff guidance on a cohesive messaging framework for the new products.
The approach
Working as a team of two (myself and a Product marketing manager) our goal was to define messaging across four product streams and prototype a new website experience within 2 months.
Messaging & Alignment
We led a series of workshops over two weeks with five product streams: Assignment Management, Payroll, Data, Consultancy, and Compliance.
Empathy mapping; problem definition; messaging prioritisation; wireframing
Prototyping the Website Experience
With the messaging in place, we translated strategy into early website concepts. We explored layouts, navigation, and page structures to test how effectively the content communicated product value and guided users through the offerings.
Visual Storytelling & Production
Once the direction was finalised, we developed supporting graphics and animations. Assets were workshopped collaboratively and storyboarded to ensure complex ideas were communicated clearly and consistently across the site.
Finalised "Assignment management" page
Animations for "Data" page
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