Cuuma

Cuuma Communications is a Finnish mobile carrier. Their services are used by nearly 1000 companies around the country. Cuuma distinguishes itself from other telco providers with advanced call routing capabilities, automated pre- and end-call processes, integrations to modern tools and by providing client specific customisations.

Challenge

The sales team spent considerable time searching for new leads. The organization needed a site that better reflected company culture to attract both customers and employees, while increasing market visibility.

Approach

Conducted client interviews and data analysis of the existing website. Hosted workshops to define measurable project goals. Designed with mobile-first methodology using wireframes and prototypes. Built on a headless CMS for presentation flexibility and backend control. Integrated analytics tools and added chatbot functionality to automate customer routing.

Outcomes

Blog reach increased over 200%. Automated systems reduced sales team time commitment significantly. A modern, performant marketing presence was established that measurably improved lead generation.

The sales team was spending too much time finding leads.

The clients biggest trouble was that they used a lot of time finding new leads. They were looking to free up time from sales and to focus on potential customers that would be in need of a communication solution. They wished that the new site would reflect company values better, clarifying their culture for future employees and potential customers. Another goal was to raise awareness of Cuuma in the market. I worked as the front-end developer and UX designer of this project.

Mobile-first, data-led, automation-ready.

We started with interviewing the client, analysing the data from current website and hosting a series of workshops. The aim was to define the project goals together with the customer, and to clarify the needed steps towards that goal.

Marketing blog graphics and style

Together with the client, we managed to define actionable and measurable goals for the project. We goals were to save the time of sales team in search of leads and have the marketing site reflect company values better. We also wanted to have actual data of the users visiting the site, and increase visibility of Cuuma in the competitor space.

Brand palette for new Cuuma marketing site

After goals had been defined, it was time to design a website that showcased the brand more clearly. We started with pen and paper and continued onwards with high fidelity wireframes. Sketch mockups were made with a mobile first mindset, followed by a clickable prototype and interaction design.

Mobile layouts from the site

I was the developer in this project, and it fell on me to transform the prototypes and layouts into actual product. We developed the site on top of Prismic. It is a headless CMS solution which offers great freedom of presentation combined with absolute control on the backend side. We placed analytics tools in place, so we would have better understanding of the users of the page. To help people to find what they were looking for, we created an integrated chat bot to the site, and automatically contacts the sales personnel in charge of certain product or process, saving time and money in the process.

The end product is a success, a marketing site that find leads measurably easier and helps Cuuma make right decisions with the collected data. With proper automatisation tools set in place, we also help to save time of the sales team. The amount of people reached through the blog has increased over 200%. Additionally Cuuma now has a modern, fast and neat looking marketing site showcasing their promise on solving customer problems in the market of communication solutions.