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
The process
Each of these interactive pieces began as a collaborative conversation between Design and Editorial. As we developed each story, I generated a series of interactive prototypes of increasingly higher fidelity, working directly in Vev and Figma.
Design artifact
Sometimes, a design draft you love winds up on the cutting room floor. This 'alt' hero concept for the RiseUp story was designed in After Effects and deployed as a Lottie animation.
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.’