Tribe Tech

Project summary

In early 2021, I re-designed and re-built the marketing website for Tribe Tech in 3.5 weeks. They had a major sponsorship announcement with Western Force (WA’s Super Rugby Team) and wanted to unveil their tech at the Force’s first home game of the season.

I managed the entire project, delivering it on time. The website received over 600 visitors in its first day with over 2 minutes engagement time per user. Since, the website has seen over 6k visitors, and Tribe Tech have gone on to raise a huge Series A funding round.

My role

I lead the project, was the sole UI/UX designer, and built the website. I liaised with TribeTech, and managed external copywriters and photographers throughout the project.

Project specifics

pM / lead designer / dev

web (desktop/mobile)

wordpress ;)

b2b

2021

Project definition

Our goals

The TribeTech team and I got together to discuss the new website. From the initial discussion, I developed a set of goals to help focus our efforts.

Showcase TribeTech’s new tech to customers

Build a foundation for content scalability

Increase the presence and generate leads.

Deliver the website in 3.5 weeks.

Identifying the persona

The marketing persona

TribeTech wanted to appeal to someone within the Big 5 mining companies. Someone who organises sub-contractors for drilling.

TribeTech may have appeared to be the new kid on the block in mining automation, however, the team had extensive experience in the mining industry, including dealing with this persona.

Leveraging their experience, we brainstormed what this target persona would care about.

What do they care about?

How should we talk to them?

To keep the content focused for the target market, I developed a tone of voice guide that I could use for guidance on the visual and written content.

The mudmap

Now we knew who we were trying to talk to and how to talk to them, TribeTech took me through their mudmap of the types of content they were thinking.

With this mudmap and an idea of the content we may need, I was ready to get started. I pitched that we would need to enlist a copywriter and photographer to hit the deadline. The pitch was accepted.

Content structure

The flow of information

Based on the types of information TribeTech wanted to communicate, I created a simplified IA (v1). I flagged what I thought could be improved

I created a refined IA (v2) to ensure our prospective users could find out key information without having to go down a rabbit hole.

Determining the amount of pages and their type allowed me to understand how many templates I needed to create and accurately scope the work for the copywriter.

Shaping the content

With the information architecture defined, I had a good idea on what kind of content should be on each page. My copywriting legend, Davo could now pick up the brief and run.

I supplied this, along with the IA and target persona definition to the Copywriter and Photographer so we could all work in parallel.

Content decisions

Can I trust TribeTech?

By placing TribeTech’s partners above the fold, we leant on the social proof heuristic. Immediately addressing whether or not this company was trustworthy. I ensured this was reflected on mobile devices.

Relaxed, yet direct proof

We used conversational but direct messaging like “What we do”. We defined a rule where if we spoke about “What we do” we would include proof as to why it’s valuable - using statistics.

Always a way to get in touch

Whether through self discovery or reaching the ‘end of the line’ of information gathering, I strategically placed CTA’s directing the user to a contact form at the bottom of each page. This ensured a user could always reach out if their question or request couldn’t be satisfied with the content.

Hi-fidelity design

Creating the system

Once we had sign-off on the content and wireframes, I began to build the design system to make sure I had a rapid implementation.

I had already created the brand for TribeTech which included brand guidelines. Now to extend those guidelines into a more robust visual system.

mmm, tasty.

Communicating a WIP product

TribeTech’s amazing product, the industries first completely autonomous RC drill rig, was currently in production. There were CAD models, however, these were strictly confidential.

To achieve a future-leading aesthetic, I illustrated what the machine could look like as a schematic, based on real RC drill rigs. This hero graphic is now a staple amongst many of Tribe Tech’s marketing touch points.

Putting the UI together

Using the amazing work the copywriter and photographer had done, I began to combine everything into the screens.

The photographer only provided images of the team and inside the office. All other visuals were created by me, my fingers and my trackpad.

Implementation

Two thirds of the work was done. Now it was time to take off my design hat and firmly stick on my dev hat.

Literally...

Turning design into function

I chose to implement the website using Wordpress. Wordpress had out-of-the-box SEO functionality and would allow Tribe Tech to manage their own content moving forward - a key criteria for them.

I also have a lot of experience working with it which enabled me to build the site in such a short time frame to hit the impending deadline.

The outcome

I hit the deadline. Tribe Tech’s new website and brand could be included within a press release for the upcoming Western Force game. This meant going through this entire process within 3.5 weeks. As a side hustle.

>500

Users during unveiling at the Western Force game.

~2 mins

Average engagement during the first week

~6.4k

Total visitors since it's launch in April 2021

What else?

I’m stoked to say Tribe Tech has recently (end of 2021) just closed a significant series A funding round. This will be used to support production of its first RC drill rigs, and also to accelerate R&D of new products.