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Website revamp + new messaging & positioning for an Atlassian solutions partner

Product overview

Life in Codes is an Atlassian solutions partner. With expertise in ITSM, Agile project management, DevOps, and digital transformation, Life in Codes helps businesses streamline processes, improve collaboration, and achieve better productivity.

Challenges & needs

  • Customer segments and use cases need proper market validation in Romania
  • Lack of a positioning and value proposition that communicate the essence of the solution
  • Unclear customer journey: where prospects search, how they search, and their sources of influence in making purchasing decisions
  • The website wasn't converting and communicating the right messages to potential customers

Process & results

I led this project as a product marketing and growth consultant, working with their executive team.

Actions I took:

  • I've conducted multiple interviews with potential customers from their target market (product owners, project managers, engineers, CTOs) and mapped the findings in a voice of prospect analysis organized by top problems, needs, use cases, objections, and channels. This helped us validate the JTBD and main use cases for each customer segment, and clarify the buyer's journey from problem to purchase decision.
  • I paired the user insights with comprehensive competitive research and defined their differentiators, positioning archetype, and value prop.
  • I redefined their homepage structure, and information hierarchy, and created new website pages for their main services and solutions.
  • Created the copy for the homepage and services and solution pages, based on the findings from the user research
  • Defined the conversion funnel - Visitor > Lead > Customer

Homepage 👇

Solution page example 👇

Service page example 👇