Building and marketing an art management software
Project Date
2021
About the company
Based in Vienna, simplify.art is an early-stage SaaS startup that received seed funding from Female Founders Fund. Simplify.art offers an art management web and mobile application to art professionals and enthusiasts, such as gallery owners, curators, and private collectors. You can save and sync artwork information on the cloud and import .csv files, so that you no longer have to double-key, and can access your portfolio information anywhere. The artwork information is auto-filled into insurance documents, a compulsory and frequent practice in day-to-day gallery operations between transfers into exhibition space, gallery, artist’s studio, and the buyer's residence.
Challenges
Challenges
Find product-market fit
Increase conversion and feature adoption
Redesign the website
Validate the product roadmap
Formulate benefit-driven value proposition and differentiated positioning
My Responsibilities
My Responsibilities
I started with strategic marketing work, by developing a value proposition, competitive benchmarking, key user personas, and messaging that resonates with each. It was followed by product education collateral and marketing and sales enablement content that tested messaging.
I designed the website to its current version, opting for benefit-driven language, new branding, and displaying social proof.
I gathered insights by conducting customer interviews, and feature parity analysis and influenced the roadmap with a feature prioritization system. I planned sprints for the Archiving, Invoicing, Reporting, Profile and Sharing features. I advocated for the implementation of product analytics tools in the tech stack to track feature usage and adoption data within a funnel.
Website conversion rate +22%
Star feature adoption rate +34%
New branding
8 focus interviews and ongoing NPS collection
