Simplifying product marketing for complex contract management software

Growth, Messaging, Product UI, Web

Background

DocJuris has developed one of the leading contract management platforms for organizations to generate, edit, and store contracts while also applying a layer of AI in order to receive pro-active recommendations to align contracts with company policies. While the product is years ahead of the competition, the company was struggling in sharing the features and benefits of the platform in a succinct way with prospective buyers.

Scope

Customer Research: In-depth interviews with legal ops, sales, and procurement professionals at midsize companies matching the ideal customer profile that DocJuris is looking to target. The interviews clarified the pain points that customers felt when dealing with contract management systems and how DocJuris was resolving those challenges at their organizations.
Customer mind map: Mapping of clear goals, objectives, and actions taken by customers as they engage with DocJuris and previous solutions.
Messaging & positioning: develop a definitive messaging framework to get clear on a positioning statement, brand attributes, value proposition, proof points and platform features that reinforce the value prop.
Web & product design & animation: Redesign the company website with an evolved set of brand guidelines and provide a simplified style of the platform UI to balance between detailed view of what the product does without distracting the viewer with too much detail.

Style Guide

Color Palette

Typography

Icons

UI Elements

Previous slide

Next slide

“Brandmates delivered. Our product is unique and complex with several capabilities, and we were struggling to convey the value prop in a simplified way. Brandmates’ work from messaging to design execution unlocked an entirely new marketing engine for us!”

Henal Patel

CEO Founder, DocJuris