Challenge

The B2B side of Yoti's marketing and website had been struggling to generate traction with potential business partners. It was falling short in showcasing what is unique about the digital verification company, and further user research helped identify that features and benefits weren't tailored to business needs. The B2B area of the Yoti website used generic stock photography and a confusing information structure.

The main challenge of this project was to build Yoti's B2B marketing from the ground up, from being centred around a single product (Yoti Digital ID) to an ecosystem of B2B services, packaged in specific combinations to appeal to governments, banking, crypto, gambling, aviation, and the adult industry.

Role

Alex led the design of a bespoke B2B website with tailored product marketing and a rebrand to make the company stand out in a competitive business environment.

He was responsible for competitor analysis and collaborative sessions with Yoti stakeholders to understand the sales process and needs of potential business partners. Based on workshop insights, Alex created a content strategy for each of the services in Yoti's business portfolio which was the basis for creating navigation, text, visuals, pricing structure and CTAs.

He worked closely with a copywriter to create value propositions and content for the website and a visual designer to help bring the abstract topics alive.

Outcome

The new B2B website showcases Yoti as an approachable provider of intricate digital verification services. It does so in a way that doesn't patronise customers new to the field, in a professional but down-to-earth way, leading with a strong vision to solve business problems.

To better suit a B2B environment, the visual language of Yoti's colourful consumer-focussed brand is transformed into a friendly, professional and clean visual style. It reflects the simplicity the Yoti brand stands for and makes the company unique in a sea of 'techy' and obscure visuals used by competitors in the field.

The information structure of the website is intentionally flat, firmly focussed on laying out details in a one-pager approach that keeps customers engaged and incentivised to get in touch.

Sections are designed as modules, reusable across pages and allowing quick edits. The business-focussed text and visuals created for the website lay the foundation for all of Yoti's future B2B marketing initiatives.

Impact

Testing results showed a clear customer understanding of Yoti's B2B products. The website was rolled out in stages, with the first pages going live seeing a substantial increase of B2B leads to come in with mainly positive feedback. Alex ended his work with Yoti before the project saw full development completion.