Perfect Brand International Rebranding
Rebranding an international revenue-generating product and creating a scalable design system
As the main product from the company’s portfolio, My Perfect Resume generates over 40% of revenue across its US and International portals. Yet the design and UI in place consisted of legacy and ad hoc pages developed through traffic and country A/B testing efforts. The company wanted to redesign the portals with the least revenue-associated risk possible. This meant slowly testing our way into the market, careful of any impact.
DESIGN, OPERATIONS
As a side note, the Perfect brand changes names per location and language. While it is known as My Perfect Resume in the US, in other countries it adopts localized versions of the name, becoming Mon CV Parfait, My Perfect CV, Il CV Perfetto, etc.
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How to rebrand the largest company revenue generating product working at an international scale and create a scalable design system to facilitate this?
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A slow roll-out was established as the method for the redesign. A/B tests were done and optimized for CVR improvement first in one country (France). Other countries were then tested one by one, with specific localization elements adapted per country, adjusting design elements as well as photos and features per country.
While consistency for these multiple portals was necessary, having scalable design systems for design and product team use was also important as it allowed for further expansion of each country depending on their specific needs.
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The French test resulted in a CVR increase of over a 4%, Italy and UK over 3% and other country portals all over 2% increase, all increasing projected yearly revenue gains.
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Design manager for the brand design team, project scope, coordination, and timelines.
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Previous site portals example.
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Previous site portals example.
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Rebranding approach, first test on FR site.
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Rebranding variations and further pages.
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Rebranding variations and further pages.
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Rebranding variations and further pages.
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Example of page area with CV variations customized per country.
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Lightbox with resume description and color choices tester.
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CV example and selection area with categories and color options.
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Example of form field within the product area.
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Upon finalizing the product, the user has the option to edit or continue.
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Color palette, part of design system UI.
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Color palette with ADA validation, part of UI design system.
