Sellfire Marketing Site

Background

Sellfire: a B2B sales web app

Sellfire (formerly OPSIQ) is a B2B SaaS company offering a web app to boost SMB sales team performance.

Wireframe

Interpret the CEO's wireframe sketch

Sellfire's CEO Drew shared an initial website sketch. I reviewed it, asked questions, and considered how to craft a compelling narrative.

Visual Direction

Brainstorm visual direction with limited resources

The recent OPSIQ to Sellfire rebrand posed a challenge due to limited visual branding elements beyond a logo and basic color palette.

Initially exploring three visual styles, I ultimately focused on the logo's blue flame concept after consulting with the lead product designer.

This flame-inspired direction guided the design towards a dark background with blue accents, establishing a clearer visual identity.

Increase conversion with data-driven insights

After finalizing the visual style, I focused on refining key sections to enhance storytelling and aesthetics:

Chart

Sellfire's CEO proposed an animated sales visualization. I enhanced this by incorporating real data into a chart, illustrating the company's impact with proven statistics. This data-driven approach received positive feedback from stakeholders.

Testimonial

Initially planning for a video testimonial, I reconsidered to include both video and text formats. I enhanced written testimonials with impactful data, ensuring the message resonates regardless of video engagement.

Intentional design that helps the business grow

Homepage: Introduce the business and motivate users to book a demo

• Chart: Showcase how Sellfire improves sales team performance with data
• Features: Highlight Sellfire's product features and their benefits
• Testimonials: Present data-driven evidence of business impact, supported by video interviews

Book a demo: Streamline demo booking process with intuitive form

Established a Design System with Tokens

After finalizing the design, I created a comprehensive design system to ensure consistency and efficient development. This included a component sheet with variables for different states, color variables and tokens, and separate text styles for desktop and mobile layouts.

Outcome

Establish Sellfire as a complete SMB Sales Solution

Redesign showcases Sellfire's ability to boost SMB sales team performance through visual storytelling and data. Clean visuals align with new branding, portraying a modern, reliable company.

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What I learned

Organizing file through design system

Creating a clear, organized file structure was crucial. Attention to detail proved essential for a successful, long-term design system. Using design tokens streamlined understanding and simplified color management.

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Reflection

Balancing animation and usability

During exploration, I experimented with animations to enhance visual appeal. However, I realized that certain animations, might compromise usability. In future projects, I aim to strike a balance between engaging animations and user-friendly design