Revitalizing the marketing for Dropbox Pro
In the Spring of 2016 the Dropbox Pro landing page was very out of date with where the brand was going. The page was still a huge driver for Dropbox Pro trials and signups but was completely disconnected from the brand and went through so many rounds of testing it had started to fall flat. The team set out to redesign the experience to make it more interactive and engaging.
How to tell a story with storage
The project kicked off with a small team brainstorm with the goal of finding a way to tell the story of storage for small to medium businesses. Ideas came out around exploration and adventure, creating movies, starting new businesses, working on rebrands, construction projects, and DYIers.
Telling a story with motion
A key element in telling any of these stories was showing how Dropbox could support you with the free plan, and when it was time to move on to a Pro plan. Early on it was decided to show this through a loading animation, but there were many explorations around how this could be done. These ideas were distilled down to a top navigation loading animation as you scrolled down the page and more events happened.
The highest performer
As a part of testing these pages, we built two different versions. One around the story of scripting, filling, and showcasing a new film, the other around exploration and how Dropbox will help make sure you never run out of space to document your adventure.
After weeks of testing, it was found the exploration story was landing much better. The team then continued to test on this page over the coming months.
Finding success
While this new page only moved the needle a little bit for the team, we were happy to see there were no negative impacts. This page helped bring updated branding and was one slice in making dropbox.com a more cohesive web experience.
Role
Strategy
Ideation
Web Design
Teamwork
Fanny Luor
Arlen McCluskey
Octopus Agency
Brand Studio