Constructing a benefit narrative
The partner microsite was mostly a content product, as its single MVP objective was to funnel new leads into the sign-up form. As such, coming up with a hierarchical page information architecture was the primary task, leading them through a content narrative.
Before a design was wireframed, I worked with my content writing partners and other subject-matter experts to determine the story flow. The resultant structure was:
- Introduce the core benefit of partnering with Intuit as an integration developer in a single statement.
- Share some of Intuit's most appealing virtues from the lens of a prospective partner looking to join a worldwide leader.
- Use social proof to backup the claims with recognizable brands of existing partners in the business and fintech industry.
- Re-center the focus on the prospect and share the high level benefits they will get by partnering.
- Broaden the content by talking in-depth about the program, what it offers to all partners who join, and what the prospect will "get" out of it.
- Introduce each tier individually with benefit-focused content that illustrates how we have something for every size and state of partner business.
- Re-iterate the call to action to sign-up.
This page content sequence was designed to go back and forth between setup and payoff. When the order of how we wanted to page narrative to flow as decided, rough wireframes were started to determine the general placement and layout of elements to support the story.
Turning concepts into content
Working on the design and content in parallel, once the rough placement and sizing of page elements were wireframed, a separate document was created for iterating over the marketing copy we wanted the incoming partner prospects to see.
I took off my research and interaction design hat and put on my writer's hat, following the narrative scaffolding. To do this, I conferred with another team's content designer on how to come up with a basic voice and tone guideline for this property, and then used that guide as the rubric for explaining the benefits as outlined.
For this property, we knew that developers saw us as peers and that they responded best to language that was plain, conversational, and conveyed a sense of being a partner, not a customer.
The content was written and shared with the extended team, who gave their input and comments. After several drafts, the final copy was given to a content designer for a final edit and approval.
With the content created in parallel, I was able to take the drafts as they were produced and integrate them into my Figma mockups, as seen in the next section.