ServiceNow
Building an interactive thought leadership program
Overview
Workflow is the “crown jewel” of ServiceNow's thought leadership program. It is central to ServiceNow's conversation with the C-Suite, and it is a strong contributor to their sales funnel: our analysis found that readers of Workflow content were more than twice as likely to complete forms on ServiceNow's website. This high level of engagement is the result of a strong collaborative partnership between design and editorial departments.
My role
I was the design lead on the ServiceNow account at Message Lab for over two years. I led design presentations, managed stakeholder relationships, art directed digital publishing, and developed brand guidelines. Our publishing schedule consisted of daily articles and an ambitious slate of interactive editorial features. I built each of these interactive experiences using the low-code platform Vev; my partnership with Vev even led to some press. Here's an assortment of our work.
View the work
Concept development
Each of these interactive pieces began as a collaborative conversation between Design and Editorial departments. Moodboards, inspiration, and rough storytelling concepts (below) were built in Figma before being moved into pitch presentations to the client.
Our original pitch concept for the RiseUp story: "We will tell a data story that visualizes how IT work will change in the next few years, and how companies can begin to address the skills gap that will result as job requirements change. We’ll use data to show IT executives and CxOs that closing the skills gap is not some abstract, existential threat about which little can be done. Rather, we’ll present the data with a series of charts and visualizations (and a minimum of text) to show how companies can put a plan in place to identify and train the people they’ll need in the future."
Interactive prototypes
Below, a non-final interactive prototype for our ‘RiseUp’ story that was built in the low-code tool Readymag. The hero concept was designed in After Effects and deployed as a Lottie animation. This prototype was used in the collaborative development of storytelling and data visualization.
Above: rough prototype concept
The results
Our successes with Workflow were myriad. Our first interactive report was used as a gated ‘lead magnet’ which increased email newsletter signups by more than 100%. We won big at the 2023 Content Marketing Awards, including ‘Visual Storytelling – Best Feature’ for our piece ‘The Low-Code Innovators.’