The Cosine is an architectural lighting company whose aim is to simplify the complex and inflate lighting industry by offering strategic, thoughtful, and streamlined approach to their clients.
When they found that their Pitch Deck wasn’t striking the right balance and delivering the impact they wanted, my prior client reached out to have me step in and apply the UX process to revamp their sales pitch deck. Together we followed the process of research, discovery, prototyping and testing to create a much more impactful Pitch Deck that was validated through testing with their internal Sales team and target audience….. And measurably increased conversions!
My first step was to conduct extensive interviewing and initial research. I began by sitting down with each member of the executive and sales team to gain a deep understanding of the original sales pitch. During these interviews, we identified the strengths, weaknesses, and opportunities for improvement of the pitch. We also mapped out the pitch journey to identify areas where we could improve clarity, value, and education.
Once the internal interviews were complete, I turned my attention to conducting conversations with potential customers of Cosine. I recruited participants from a variety of backgrounds, including architects, lighting designers, interior designers, and general contractors, through social channels like LinkedIn, Facebook, and Reddit. Through these conversations, I was able to confirm that our instincts about the direction of the new pitch were on target.
To ensure that the new sales pitch for Cosine effectively conveyed the value and benefits of their solution, I used UX methodologies to prototype designs and test multiple versions. First, the CEO and I reviewed the new outline and aligned on the content strategy from a broad perspective. From there, I wrote drafts of the copy to convey specific ideas.
Next, we invited back the lighting design and sales team to edit and revise the copy to ensure accuracy and clarity. Through this collaborative process, we were able to refine the pitch and ensure that all ideas were well-phrased and effectively communicated to potential customers.With the copy finalized, I moved on to formatting the information and adding visuals where needed.
My goal was to develop a system that would clearly and succinctly describe the complex lighting design and procurement process in a simple way. By utilizing UX methodologies, I was able to prototype and test multiple versions of the pitch, ensuring that the final product was both effective and user-friendly.
We solicited feedback from other stakeholders like Sales Team, and they helped forge a new, and even more informative design overview. To gather feedback and input from these stakeholders, we held multiple design reviews and solicited feedback at various stages of the design process. During one of these design reviews, the Sales Team suggested adding an overview that illustrated the many players in the lighting design and procurement process, highlighting the advantages of Cosine's in-house procurement and sales rep team.
Taking this feedback into account, we iterated on the design, incorporating this new overview and ensuring that it was both informative and visually engaging. The resulting design was well-received by both the Sales Team and the Brand Director, who helped elevate the design further by providing tweaks to ensure that the final product was delivered within the branded guidelines.
Building a comprehensive design system was a critical component of the UX methodology that we employed to create the sales pitch for Cosine. The design system served as a visual reference and provided a consistent framework for the design elements throughout the project.
Once the visuals and content had been approved, I updated the brand treatment using Cosine's existing brand guidelines, with some modifications for the platform. This helped ensure that the final product was visually cohesive and aligned with Cosine's overall branding strategy.
To support the design system, I developed an enhanced system of visual elements, including a set of icons to represent the different steps in the lighting design and procurement process. This icon library was created to provide a visual shorthand for the various stages and steps in the process, helping to communicate the complexity of the process in a simple and intuitive way.
The final handoff for the design was a critical step in the UX process, as it involved delivering the final product to the client in a format that they could use and implement. To ensure that the final handoff was smooth and efficient, we enlisted the assistance of a graphic designer who was skilled in the preferred software.Working closely with the graphic designer, we were able to refine and perfect the design, ensuring that it met all of the necessary specifications and was pixel-perfect in its execution.
This involved a great deal of cooperation and communication between our team and the graphic designer, as we worked together to finalize the design and ensure that it was ready for handoff to the client. Throughout the process, we remained focused on delivering the highest-quality product possible, and we were committed to working closely with the client to ensure that they were completely satisfied with the final result.
