Digital UX/Marketing Intern
Duration: June 2021 - December 2021
Tools Used: Figma, Photoshop, Illustrator, Hotjar, Google Analytics, Miro, Jira, Crownpeak (CMS), and more
Over the summer and into my final semester at school, I had the opportunity to work as a Digital UX/Marketing Intern for Onshape. Under the PTC umbrella, we had the resources of a high-level SaaS company, but internally had the drive of a start-up.
I took on several larger-scale projects, while also managing side projects throughout my time with the company. I was able to work directly on the public-facing website used to market our product, generate leads, and support existing customers.
First Major Project: Feature Page Audit and Redesign
The purpose of this project was to audit the current pages on our website that describe and evaluate Onshape’s features, such as Collaboration, Data Management, and Assemblies, targeted at technical non-users, and redesign them in a way that would better the pages in a measurable way.
Some success metrics include: improved Google search rankings, increased engagement (mouse movement, clicks, etc.), increased number of page views, and increased time on page.
We are also hoping to accomplish both user and business goals. We wanted to improve the content and user experience to keep users on their journey and move users down the lead funnel with content that starts with top-of-funnel leads. We also want the users to be able to determine product functionality and dig deeper into Onshape.
After I had determined these needs, I began working with a Content Marketing Intern to get written content specialized for SEO while I laid out the information architecture and put together what visual content we wanted to include for each page.
We decided in one meeting that the project scope was larger than anticipated, as it required some assistance from the Product Marketing team in order to ensure quality and accuracy of technical written content. For this reason, we narrowed our scope to three feature pages: Drawings, Parts, and Bill of Materials.
I then worked on low fidelity wireframes, while the Content Marketing Intern continued to elaborate on written content and ensuring we were targeting proper keywords. Before we could implement, we needed to present our proposal to the Digital UX Manager and VP of Marketing.
Once the designs were approved, we were able to implement them. I used our content management system, Crownpeak, to build out this page, as well as two others that were deemed important to update.
Since the date of implementation, August of 2021, I have been able to watch the pages and their performance on our website. I was able to gain insights from Hotjar to compare their interactions before and after the redesign.
Results
Drawings
Users now stay engaged in text content through most of the page. The scroll depth shows most users making it through the sub-features, and suggested content is getting clicks. Many of the hyperlinks throughout the page are not getting many clicks, potentially due to its inaccessibility, as the brand-standard green is difficult to see.
Before:
Pageviews: 855
Average Time on Page: 54s
Bounce Rate: 88.73%
After:
Pageviews: 717 (down 16%)
Average Time on Page: 2m 16s (up 158%)
Bounce Rate: 60.08% (down 32%)
Ranks on page 1 of SERPs for “CAD Drawing”