7Graus Website Redesign: Elevating the Experience for Advertisers
Editorial
Luís Cabral, Carolina Marcello, Sofia Soares and Monika Felício
Luís Cabral, Carolina Marcello, Sofia Soares and Monika Felício
Marketing
Tâmara Wink and Daniela Pimentel
Tâmara Wink and Daniela Pimentel
Tech
Alexandre Santos
Alexandre Santos
Overview
7Graus is a leading media group with a two-decade legacy, reaching over 200 million monthly visits globally.
The company needed a comprehensive website redesign to visually reflect its scale, legacy and to enhance its appeal for potential advertisement opportunities.
The company needed a comprehensive website redesign to visually reflect its scale, legacy and to enhance its appeal for potential advertisement opportunities.
Problems & Goals
Research revealed that our main challenges were:
01. Unclear partnership solutions: Potential advertisers struggled to understand the full range of 7Graus's advertising opportunities and formats beyond standard banners.
02. Brand recognition: Despite the success of its digital products like Pensador.com, Todamateria.com, and Sinonimos.com, 7Graus was not widely recognized as the brand behind these popular platforms. This hindered its corporate image and ability to attract advertisers.
To address these problems, our objectives were:
01. Optimize user journey: Aiming to increase qualified contacts from potential partners and drive more conversion rates.
02. Enhance Website Appeal & Consistency: Establish and document a cohesive visual language for all company communication channels, thereby strengthening brand recognition.
01. Unclear partnership solutions: Potential advertisers struggled to understand the full range of 7Graus's advertising opportunities and formats beyond standard banners.
02. Brand recognition: Despite the success of its digital products like Pensador.com, Todamateria.com, and Sinonimos.com, 7Graus was not widely recognized as the brand behind these popular platforms. This hindered its corporate image and ability to attract advertisers.
To address these problems, our objectives were:
01. Optimize user journey: Aiming to increase qualified contacts from potential partners and drive more conversion rates.
02. Enhance Website Appeal & Consistency: Establish and document a cohesive visual language for all company communication channels, thereby strengthening brand recognition.
My Role
I led the end-to-end design cycle, collaborating closely with Product, Marketing, and Tech teams. My responsibilities encompassed strategic research, solution design, and validation.
01. Discovery & Research: Conducted interviews with Stakeholders to understand partner pain points and business opportunities. Benchmarked global media group websites for best practices in ad solution presentation and partner experience.
02. Design & Content: Defined information architecture and mapped navigation flows for accessible advertising information. Developed low-to-high fidelity wireframes and interactive prototypes, focusing on clear value propositions and optimized CTAs. Actively managed content acquisition and refinement.
03. Handoff & Follow up: Collaborated with the technical team for implementation oversight, ensuring design vision and quality. Post-implementation, monitored performance and user interactions using Microsoft Clarity.
01. Discovery & Research: Conducted interviews with Stakeholders to understand partner pain points and business opportunities. Benchmarked global media group websites for best practices in ad solution presentation and partner experience.
02. Design & Content: Defined information architecture and mapped navigation flows for accessible advertising information. Developed low-to-high fidelity wireframes and interactive prototypes, focusing on clear value propositions and optimized CTAs. Actively managed content acquisition and refinement.
03. Handoff & Follow up: Collaborated with the technical team for implementation oversight, ensuring design vision and quality. Post-implementation, monitored performance and user interactions using Microsoft Clarity.
What was done & Decision Process
Building authority, CTAs and Media Kit
To enhance value and perception of credibility, we prominently highlighted the company's impressive numbers through interactive sections.
Strategically placed CTAs helped simplify the path for advertisers to connect with the sales team, and a downloadable Media Kit was given a dedicated, easily accessible section.
Strategically placed CTAs helped simplify the path for advertisers to connect with the sales team, and a downloadable Media Kit was given a dedicated, easily accessible section.
Navigation and content
The website navigation was designed for two key user groups: potential partners seeking sales contact and future employees exploring job opportunities.
To simplify the vast range of advertising formats, we used a tabbed navigation clustering information by category and represented by icons.
To simplify the vast range of advertising formats, we used a tabbed navigation clustering information by category and represented by icons.
Visual identity and differentiation
To reinforce 7Graus as a technology-driven company, the visual language was crafted aiming to convey sophistication and clarity, drawing inspiration from glassmorphism.
This interpretation comes with textures, geometric symbols and figures as versatile communication patterns, aligning with the brand's values and ensuring a timeless aesthetic rather than following a transient trend.
The color palette follows a 60-30-10 rule. These accents were strategically used to represent 7Graus's diverse content verticals (education, technology, culture, etc.). The neutral colors also allowed 7Graus and other brands from the portfolio to not compete with other visually.
This interpretation comes with textures, geometric symbols and figures as versatile communication patterns, aligning with the brand's values and ensuring a timeless aesthetic rather than following a transient trend.
The color palette follows a 60-30-10 rule. These accents were strategically used to represent 7Graus's diverse content verticals (education, technology, culture, etc.). The neutral colors also allowed 7Graus and other brands from the portfolio to not compete with other visually.
Outcome
10% Raise in campaign and partnership conversion from new contacts. (March, 2024)