TrueLark

Digital Rebrand

One of the main goals for the web refresh was to clearly communicate benefits and better target their main audiences: business owners and franchisees in Beauty&Wellness and Dental market. The identity needed to evolve and align with the long-term vision of the company and position TrueLark as a trusted leader with a proven success record.
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Visual Language

In our discovery workshops we discussed new direction for the identity and established main attributes to guide brand expression. Focused on a friendly and reliable personality, I created supporting visual language and an overall clean, modern design system. I kept the signature blue from the original identity as the primary color, but extended it into several shades and gradients and complemented it with warm yellow that stands out for calls to action. Mabry by Colophon Foundry is the geometric, sans serif font that has great legibility and just enough personality to stand out on its own. It fits into this refined tech world, while also feeling delicate and personal.

Graphics and photography - Making AI personal and easy to understand

As part of new identity I developed a set of visuals that are showing the product “in action” and visually explain complex features and concepts through simple graphics and animated conversations. New photos feature people engaged in a moment and stress-free experience of using TrueLark, helping visualize how product fits into day to day business and customer experience.

Web Redesign

With new identity to support TrueLark’s growth it was time to focus on their website. That meant working through information architecture, content strategy, and user experience to address the specific needs of the primary audience and create intuitive navigation that makes discovery and engagement with the website clear and easy. Being on the product team for some time I already had good understanding of TrueLarks features and benefits and that gave me a good foundation in problem solving and efficient communication with the target audience.

Content Strategy

We had several goals for the content: better communicate business benefits to target audience, help them navigate specific product features, and position TrueLark as a leader in AI customer experience for appointment driven businesses.

Homepage

Some of the goals for the homepage were to immediately route visitors to personalized solutions in their market and follow up by bringing key offerings and tangible business benefits to the forefront.

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Soutions - Market Pages

We created educational pages for each market with content designed to communicate product information in a simple and visual way and offer enough detail and helpful resources to inform and drive conversion.

Features

Customer experience - stories & facts

We collected stories from TrueLark’s raving fans and loyal customers and showcased them as a validation of real benefits for business owners and a range of different ways TrueLark helps businesses grow. In addition to quotes and logos, customer sliders also shows measurable outcomes such as ROI and financial gain.

Educational resources

Resource section to become hub of inspration, practical advice and education. The content serves variety of needs and visitors - from those looking for general information to those in search of specific and detailed data. A variety of material that was previously scattered across separate hubspot landing pages, such as ebooks and webinars found their home in the Resource section, as well as ROI calculator tool.Tagging each resource with pecific taxonomy enabled powerful content filtering and showing contextualy on Solutions and Feature pages as helpful hand for people to get more info when they need it the most.

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Results

Business Platform

TrueLark’s business platform serves business owners and their staff and allows them to track important metrics and TrueLark’s performance, setup all of the AI features, view and handle customer conversations and much more.I’ve worked closely with CEO and Head of Product to capture user stories, needs and product features, and develop tools for business owners that help them worry less about operational efficiency and focus more on getting things done.

Challenges

The variety and abundance of data needed to be distilled into the most important ones and presented in an easy to use interface. The platform is used by businesses daily, so whether they want to get an overview or dive deeper into specific metrics the experience should be clear and intuitive.Deep understanding of the AI experience, technology and the ways businesses use TrueLark was of utmost importance in order to successfuly translate the experience to the business setup.

Dashboard

With dashboard users can see the real business value of TrueLark service with performance metrics, engagement, booking and revenue.Bar chart is used for an easy overview of performance through time and ability to get more granular view and comparison for each conversation source.

Multi-location support

The platform supports both single and multi-location businesses, so UI needed to work equally well no matter if business has one, 10 or 100 locations. The platform also offers specific functionalities that meet unique needs of multilocation businesses, such as location specific customizations, comparing location performance against a variety of metrics etc.

Business Messenger

Business Messenger allows business to see all conversations handled by TrueLark and jump in if anything needs their attention. If AI is stuck or doesn’t understand customer’s question it will transfer the conversation to staff. The staff needs to see all of the details of the conversation, especially if it needs attention, to know how to follow up and what needs to be done. With all of the user tasks and needs defined we went through several iterations of the UI and prototyping until we captured successfuly all of the requirements and user flows. The final UI has 3 main sections that show list of conversations, conversation thread and main actions and information about the customer.To go step further than just following up on conversations we built advanced version as a paid add-on that allows business to start new conversation, assign conversations between staff members and pause TrueLark’s auto-response.

Adaptive design

While the platform is still not available as a desktop/mobile app, it is mobile friendly and business owners can access all of the tools, reports and charts on the go.