This website overhaul was developed with the intention to educate potential customers to what exactly Swap does, and who they are for.
The product messaging, structure, general strategy and brand positioning were all overhauled to avoid anyone ever asking, "What does Swap do?".
CLIENT
SWAP COMMERCE
ROLE
DESIGN ENGINEERING, STRATEGY
RESPONSIBILITIES
DESIGN, DEV, STRATEGY
YEAR
2025
THE BRIEF
Swap is a platform empowering users to connect their entire ecommerce operations on one platform. Our goal was to create cohesive messaging and concisely position each product for prospective customers.
Their website focused heavily on "not looking like their competitors". The aesthetic was clean but the message and the strategy for a user's journey were never prioritized.
MY CONTRIBUTIONS
STRATEGY ALIGNMENT
Auditing and reimagining core insights were missing. I focused on what a prospective customer needs to know and how Swap can do it for you.
I wanted to ensure that we covered all types of commerce teams, as well as ensuring use case specific information was laid out cleanly and made to understand easily.
DESIGN
Using Swap's existing ecosystem, we updated styles, created new naming conventions to clarify dependencies and ensure consistency.
AREA'S OF OPPORTUNITY
Additional efforts towards creating a bespoke calculator to better show how Swap can save you money was entirely created in-house.
This was one of the broader strategies to align what the typical customer would want to see when making decisions
Existing website created a unified message for prospective customers but needed to be rethought as products expanded.
Focusing on use cases, identifying which KPI's were valuable to track and iterating the messaging based on new data coming in allowed us to target the right customers and ensure we told them what Swap does and why they succeed.
T E Hulme
© JACKWILSONDESIGN
© 2024