Friday Pulse

London, UK · 2020

Website design and web development for FridayPulse, software to support employee wellbeing and maintain team morale. Pixel-perfect website web development, built on top of WordPress, tightly integrated with HubSpot's marketing features.

01CONTEXT

FridayPulse is a London software as service startup with a mission to provide a positive change for everyone — from employees to team leaders and CEOs. FridayPulse uses "state of the art wellbeing measurement" (as quoted by Nobel-prize winner Daniel Kahneman), to help companies and employees to be more productive and happy.

FridayPulse employs real science and advanced algorithms that help them achieve near-perfect measurements. All of it, built on top of Ruby on Rails.

We were called in at a time when they had built a strong business model and a steadily growing user base. Unfortunately, their website was built on HubSpot and was drastically limited by HubSpot's basic web design ecosystem. This was something we wanted to break free from.

As we were building a platform from the ground up, we had a lot of space for creativity and new ideas to create a new customer funnel and increase conversions.

02ambition

As the website was an extension of Friday's brand, it had to implement certain aspects of the brand experience (e.g. happiness, productivity) along with meaningful user interactions, in other words, the website was supposed to be an elevated brand experience.

03Challenge

The main challenge was keeping the user onto the site long enough to make a conversion possible. FridayPulse has a great product, but as the people developing it are scientists, it lacked elements to generate steady conversions.

We had to transition the user into a sales funnel where we could make our value proposition and make the user want to know more about the actual product. At the same time, we had to provide an enjoyable experience consistent with Friday's brand.

04Experience

At the core of the experience were awesome custom-made illustrations, micro-interactions, graphs, video content, and interactive widgets.

The ROI Calculator is the central attraction of the user experience. It allows the user to calculate the ROI of using the product through a real-time, detailed breakdown of each of the following indicators: productivity, staff retention, and sickness leaves.

Additionally, we created rich content on the website further promoting the product: freebies, insights, graphs, blog posts.

05brand

The brand name was changed from Friday to FridayPulse so that we could move away from the mundane weekday name and generate instant recognition. The color scheme was upgraded to a palette that better represents the brand and provides a solid foundation for designing semantically rich interfaces that better suit our audience.

The FridayPulse brand evolves and becomes centered around the human being. Andromorphic illustrations depicting desired emotions become a natural choice throughout the presentation decks, website, landing pages, and all other marketing collaterals.

06Technology

It's always nice when a client has a technical team with a good understanding of what makes a product great.

We started with the frontend and implemented our custom build system (you can check it out here: https://graffino.ninja) built on Webpack. We used SCSS as our flavor of choice CSS pre-compiler, accessible ARIA HTML5 and vanilla ES7 JS (JavaScript) to create the frontend.

As the client was used to WordPress, we built from the ground up a custom theme for them, featuring custom widgets, custom Gutenberg blocks, and other bells and whistles to make administering the site a breeze.

Lastly, we built a custom HubSpot integration for the ROI Calculator and other forms, along with some clever automation to boost conversions. HubSpot is a great tool to grow Friday's business and they weren't using it as a holistic strategy for their online presence.

07mobile

As 30%–40% of their users come from mobile devices, we made sure the responsive experience is smooth and doesn't sacrifice desktop functionality. Since a mobile device offers much less "real estate" to work with, keeping the extensive calculator complete but user-friendly was one of the top challenges.

08outcomes

The website met all requirements and has minimal bugs and issues. Graffino implements an effective and thorough development process.

They maintain daily contact and are responsive to all requests. Their team was easy to work with and accommodative with taking scope changes in stride.

Nicola Pallett