StepStarter


Client:  Yodle 

Project:  Yodle was looking to experiment with freemium products as a means of reducing the cost of acquiring new small business customers.  

Approach:   Back in 2010, the vast majority of home-improvement and service-based businesses still didn't have any kind of website.  We had a hypothesis that most of the site builders out there were too complicated.  StepStarter was the MVP we created to test the idea that if a simple, great-looking small business site-builder would be cost-effective way to establish relationships with small small businesses.


Landing Page

StepStarter Landing page required an invite in order to keep the beta limited to a small, trackable group of pre-approved users.


Registration Step 1

Our goal was to enable a non-technical, small-business owner to build a good-looking website with a high-value SEO domain name in less than 10 minutes.

Our goal was to enable a non-technical, small-business owner to build a good-looking website with a high-value SEO domain name in less than 10 minutes.


Website Template-chooser

After typing in their business name and selecting their vertical, the user was shown several vertical-appropriate themes to choose from.

After typing in their business name and selecting their vertical, the user was shown several vertical-appropriate themes to choose from.


After selecting a theme, they could customize color-palette and fonts.

After selecting a theme, they could customize color-palette and fonts.



After each step, the user would be taking back to the "5-steps to launch" overview.    StepStarter turned out to be very effective at enabling businesses to build a site, but unfortunately the cost to acquire these users did not result in dramatically cheaper means of acquiring customers.

After each step, the user would be taking back to the "5-steps to launch" overview.    StepStarter turned out to be very effective at enabling businesses to build a site, but unfortunately the cost to acquire these users did not result in dramatically cheaper means of acquiring customers.


Website Activity Dashboard


User Testing Video

UX & Visual Design for this project was done by Patrick Kim @ Yodle Labs.