Celebrating ten years in the hosting industry, BaseKit is Europe’s leading website builder. Over ten million customers have started their online presence with the platform.
CLIENT
BaseKit Platform
MY ROLE
Project Management
UX Design
Branding
THE BRIEF
BaseKit’s mission is to inspire and guide people to success online with their SaaS website building platform. I was tasked with creating their new user facing brand, Go Sitebuilder.
Project goals
Become an established brand in the European market
Create a platform to better understand how customers use our product
Create a fluid direct marketing funnel system to capture leads
Establish trust and credibility through customer support and quality websites
Research methods & results
Growth driven design sprints
User interviews
Customer journey
Persona creation
Information Architecture
Market research analysis

Without our own established customer facing brand at BaseKit we decided to approach local businesses we love in our community to better understand what digital presence means to them. Gaining insights on their needs, motivations and frustrations with creating and running a website.

Sketching out multiple funnels in which we could convert warmer traffic.
UX Problems
Having previously worked on the dashboard UX of the Go Sitebuilder product, I have a strong understanding of what makes a difference with overall retention, and success within user upgrades. Now, approaching it from a user acquisition perspective, the challenge is new in converting very different types of traffic. I’ll also need to design multiple funnels across several mediums – ensuring a consistent experience for users on both desktop and mobile devices.

The content strategy from our marketing team was key to this process, and was a major part of the Information Architecture. This along with our user research and the knowing overall context of their business goals helped to better shape our hypotheses when designing our funnels.
Solutions & Growth Driven Design
Implementing a Growth-Driven-Design methodology, I was able to lead our team into creating the most effective base structure (known within the GDD methodology as a ‘Launch Pad’) to gain the most amount of data possible without having to build out a multitude of pages / UI. This is a process in which you review the entire Information Architecture structure, and relegate the priorities of certain pieces into different stages of launch. Therefor allowing more ideation and freedom to get the spine of the product working correctly. 
An early look at how our user funnels were decided upon. (funnelytics)
Results
User testing, A/B testing and heatmap reviews helped us to validate a few of our key hypotheses within a quarter of launching. By narrowing our focus on a minimal amount of verticals, we were able to come to faster validations without concerning ourselves to a larger scope of work. This helped shape the rest the project, and we’re still continuing to ideate to this day.
Brand awareness
Another very large piece of this project was shaping the aesthetics of the Go Sitebuilder brand. The scope was to introduce the ease and ‘mobile-first’ nature of our product. Showcasing many local Bristol entrepreneurs being able to simultaneously run their business and manage their website through the ease of their mobile phone. I intended to bring this intuitive, professional strategy through the Go Sitebuilder logo, website and collateral. Followed below is a promotional video I directed for the launch of the product.
Results since launch
145% increase in traffic to the site
85% increase in monthly paid sign ups
40% decrease in bounce rates on mobile devices
rory lailvaux logo
2019