ABI Mastermind — Case study | John Blanco-Slingerland
  • B2B SaaS
  • Website
  • Icon system

Give the fans what they want

ABI MasterMind schedules and pays the staff who run arenas, stadiums and festivals. This redesign puts those venues on screen first and lets customers make the case for the product.

Client
ABI MasterMind
Delivered
Research, website, icon set

STRATEGY BUILT ON THE CUSTOMER EXPERIENCE

ProcessWe started by understanding the relationship between ABI and their customers, and building on what they valued most. 

  1. 01

    User research

    Phone interviews with users across payroll, management and operations, summarized and presented to the client.

  2. 02

    Website redesign

    A responsive one-page site with paths by venue type, a module explorer, testimonials, stories and a demo request.

  3. 03

    Icon system

    A custom icon set for the product areas, used in the side rail and the full-screen menu.

The starting point

The redesign started with questions: how ABI MasterMind fits into people’s daily work, how clients first heard about it, and how to use the brand position to reach new customers while making the site more useful for existing ones.

The answer was loyalty. So the site leans on it: content that is easy to share, ways to explore by venue and module, and customers speaking for the product.

View the redesign
Low-poly brain illustration from the original ABI MasterMind site
THE BRAIN ILLUSTRATION MADE INTERACTIVE

The website

One long page in ABI red and navy, with full-bleed venue video, a red icon rail for quick jumps and a demo request at every turn.

Keep scrolling to move through the live site, from desktop down to phone.

StrategySell the service, then the software. Buyers run live events, so the page speaks directly their market opportunity.

Open the full site

Section by section

Each section answers one question a venue operator asks before booking a demo.

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HOW WE KNOW IT WORKS

Before launch, it gets tested it with the people the research came from and track a few numbers after.

Test
Walk current customers and two or three prospects through the page and ask them to find their venue type and request a demo.
Demos
Demo requests from the site, and which section they came from.
Explore
Venue cards opened and module hotspots tapped per visit.
Share
Stories read to the end and shared, and referrals that mention them.

Your customers already love you?

I can find out why through research, then rebuild your site around it. I keep what customers recognize and make the rest easier to find, share and act on.

Services on this project

  • Strategy & research
  • Web design
  • Art direction
  • Icon design