Data Analysis Informing Brand Positioning
Using data to inform brand guidelines for
My Perfect Resume
My Perfect Resume was the main product out of Bold’s portfolio, generating over 40% of revenue across its US and International portals. As part of the US market redesign, data was requested to better understand the audience, allowing us to establish a cohesive positioning and messaging within the rebranding and guideline creation process. The exercise was also done to differentiate the Perfect brand from similar SAAS products offered by the company.
UX RESEARCH
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What can we learn from our audience data to help us shape and create cohesive brand guidelines for My Perfect Resume?
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Analyzed data from the last 4 years, containing CVR as well as sets of demographics, level of education, industry, and salary ranges, among other information.
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Gained a better understanding of the audience, traffic increase and change of audience age over time, and conversions. This informed the overall positioning and approach to product visuals.
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Data requesting, leading engagement with Analytics team, design manager lead for brand redesign