Kissmetrics

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In a nutshell

What is Kissmetrics?

Kissmetrics is a web analytics service that helps people make sense of their business data.

What I did:

  • Marketing
  • Branding
  • Product Design

When I did this:

2011 – 2016

Marketing

When I first joined Kissmetrics there were 10 employees. When I left there was more than 70. During my time there we experienced tremendous growth — in revenue, in website traffic and as a company in general. This was largely due to the marketing and sales prowess of key team members. I was happy to be involved as the marketing design lead and make our goals and dreams a reality.

Key accomplishments:

  • I created 50 infographics which have generated more than 2 million unique pageviews, 125,000 social shares, and 40,000 backlinks for the Kissmetrics blog alone (as of March 2014). Not including views and traffic from web and print syndicates.
  • From 2011-2013, visits to the Kissmetrics blog increased by nearly 700%.
  • Participated in and led numerous marketing projects and campaigns.
  • Participated in a 3-person growth team (1 designer, 1 engineer, 1 manager) which focused exclusively on growth, growth hacking and growth strategies. Numerous successful growth executions. Numerous double and triple digit conversion rate increases.

Some of the things I did …

Landing pages

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Infographics

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eBooks

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Display ads

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Slide decks

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Email newsletters

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Branding

With growth comes growing pains. Kissmetrics was no exeption. As a company evolves, so do it’s people, it’s product, it’s goals. So does the brand. As Kissmetrics grew and evolved we felt that the brand needed to evolve as well. It wasn’t a scrappy startup anymore. It was a mature company with hundreds of paying customers. And we felt that the brand needed to match the company’s maturity.

Key accomplishments:

  • I assisted in the Kissmetrics rebrand (Spring 2015)

Take a peek at the design process:

Ideation phase

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Finished logo mark

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Product Design

The beauty of web products is that they can evolve and improve over time. At Kissmetrics I was able to sink my teeth in and get a front row seat at such an evolution. I learned how to get signals from customers, how to grok problems and subsequently build solutions.

Key accomplishments:

  • Lead designer on numerous successful product features, including the revolutionary "Click to Track" codeless analytics feature.
  • Led a team of designers and engineers on several occasions to research customer pains points, conduct customer development, and improve existing features of the Kissmetrics product.
  • Aided the design team in the launch of numerous product features and marketing projects.
  • Participated in front-line customer support to determine pain points and gauge customer frustration (and success).

Case study #1 — The Metrics Dashboard

  • My role: Lead Product Designer
  • The problem: The Kissmetrics product, like most data analytics products, features a main “dashboard” where all of the “metrics” (important data points) are headquartered. Through user research, we determined that users would sometimes creates dozens (sometimes 100+) of different metrics for this dashboard. After interviews with users, we learned that having lots of metrics on dashboard would sometimes get messy and disorganized. A random wall of numbers can get confusing. People wanted a better way to logically organize all of their important data.
  • The solution: I designed an easy way to create groups on the metrics dashboard. People could then create (or move) metrics inside of specific groups.

Take a peek at the design process:

Wireframes

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Finished design

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Case study #2 — The Person Report

  • My role: Lead Product Designer
  • The problem: The hallmark (and main differentiating) feature of the Kissmetrics product was that it focused on people, not on pageviews. At the time, this concept was revolutionary, unprecedented. And it made a ton of sense. Why focus on data and metrics which don’t actually influence your bottom line? Through user research, we determined that our “Person Report” (an event-based report of individual site visitors) wasn’t providing people enough value.
  • The solution: After interviews with users, I began to see signals of which things were important to people. I refreshed the “Person Report” to include pertinate data and provide more value to customers.

Take a peek at the design process:

Wireframes

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Finished design

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Some Kissmetrics co-worker love! ♥

 

“Jason was one of my favorite teammates at Kissmetrics. The stuff he ‘just threw together’ was always thoughtful, put together, and professional. Whoever is reading this should hire him now.”

— Nemo Chu, former Dir. of Customer Success at Kissmetrics

 

“[Jason’s] professionalism and work product were absolutely stunning. It is very hard to find a designer who can take what a marketing team wants and turn it into something that can reach the business goal while being pleasing to the user and their experience.”

— Dan McGaw, former Dir. of Marketing at Kissmetrics

 

“Jason has an amazing ability at communicating effectively through his designs. Whether it is highly detailed and graphic-heavy infographics that need to be conveyed in specific and unique ways, or designing user flows that make complex tasks much easier and more enjoyable for the customer.”

— Ian Main, former Creative Director at Kissmetrics

Want to see more projects?

I get it. You’re craving more. Let’s mosey on over to my portfolio:

See more projects

So … ready to get started?

Like what you’ve seen so far? Great! Don’t be shy! Let’s connect and discuss how you and I can build something amazing together!

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