McCrindle

Social research agency.
Creating a clearer picture of the trends that inform strategic thinking.
Summary

Tasks:

User journeys
Marketing strategies
Business blueprint documentation

Role:

Lead UX Designer
UI Designer
Team Management
Change Management

Details:

2019-2020
Fulltime

Deliverables:

UX review
Stakeholder interviews
System Map / Information architecture
Full intranet build
Front end designs
Analysis & review 

McCrindle – Homepage
Brief
SMH Logo
Seven Logo
SBS Logo
Google Logo
ABC Logo
Qld Dept of Education Logo
Scribble Circle

Desire to convert huge media traction into new business opportunities

McCrindle benefits from a huge presence in the media. As a leader in social research is often relied upon for social commentary on a range of demographic, sociographic and leadership topics. Despite these opportunities, McCrindle was looking to improve the user experience on their own platforms providing a smoother journey from awareness to conversion of new business. 

Efficiencies across the business were areas of opportunity to improve. From the internal opperations through to . 

Areas of the business were heavily reliant on 

Challenges
McCrindle – Manual Processes

Heavily reliant on manual, inefficient processes

I conducted research and journey mapping of user experiences throughout the business. It became clear that there were many areas within McCrindle that could be improved by documenting processes and reviewing against what could be an ideal-state.

Legacy systems and platforms

The platforms used at McCrindle had been developed over many years. The combination of CRM, CMS, internal documentation (intranet) and marketing technology systems did not interact efficiently together and in many cases were not fit for McCrindle’s needs.

McCrindle – Legacy Platforms

Differing opinions between teams

McCrindle has a great culture. Often celebrating each others successes. But between teams there are often conflicting opinions and priorities.

Solutions
McCrindle Speakers – Screens

McCrindle Speakers website. Establishing clear, intuitive journeys for event organisers to book speakers. Highlighting the unique strengths and personality of each of the speakers. 

McCrindle – Call To Action

Call To Actions were implemented more strategically throughout the blog posts. Use of categories guided the users to further related content. 

McCrindle – Downloads

Lead magnets were setup. Guiding traffic towards insight-rich research reports. Users were captured in a CRM system and encouraged to access additional related insights. 

Guiding the company through a restructure; documenting 300+ systems in the process. My role involved change management of the whole team. Incentivising the  addition of of 200 processes into a new intranet in the first 5 months. The documentation of these processes allowed for: more efficient production, faster onboarding training of new team members, a base -level guide for iterative improvement and a guide for performance management.

Feedback

1150%

increase in marketing qualified leads

3200+

registrations to first 4 webinars held

60%

increase in sales enquiries

300+

systems documented

"We were delighted to have had Garth work with our team on implementing marketing systems, lead automation, and bringing design excellence to our output. Not only is he world-class in the solutions that he brings but his customer service, personal character, and warmth are superlative."
Mark McCrindle
Mark McCrindle
Director & Demographer
More Work