There was a disconnect on the site in hopes of gaining organic leads:

• Navigation hierarchy: The website’s content and navigational flow wasn’t reflective of our value proposition.
• Brand transition: Our team was in the middle of combining brands and needed a more transparent vision while making it clear for our existing and new customers.
• Uniqueness: Our images and illustrations didn’t showcase the product in a way that stood out from competitors.

The navigation was missing an opportunity to hit on the value proposition.

The old version got repetitive and didn't emphasize our strengths as a product - some pages could be combined and the competitive features were missing.

The goal was to successfully fold the "COR Advantage" website into Kaymbu's brand with cohesive language, brand colors, and product features - attracting each customer base.

One brand focuses solely on reporting and data while the other focuses on streamlining family engagement. We wanted the site to highlight we can do both, all in one product.

The last thing we had to take into account was our current customers making sure they understood that the other brand didn't disappear.

This was done through a slow roll out of the site, combining login screens with an informational banner, marketing campaigns, tooltips on the product, and the "Get Started" page explained the brand transition.

We wanted the website to stay dynamic and show accurate product videos, animations, gifs — anything that doesn’t feel static.

Combining brands is hard. While it was a big change all at once and will take time to call a success, as of the end of 2020, no customers had reached out with confusion.
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When you’re in an industry with a lot of very clear 1:1 competitors, don’t reinvent the wheel. Highlight the products best features and sprinkle in the rest to show you also do that.

When possible, making a website feel alive with interactions and videos will have higher engagement.