Sinch

Communicating how messaging APIs can make every buzz count

Sinch operates globally with a product portfolio consisting of communication APIs that span SMS, video, voice, and rich messaging to elevate mobile marketing.

However powerful, communication APIs are, irony aside, not the easiest thing to describe visually on a website. This is a problem facing many SaaS organizations that cannot rely on screenshots to tell a complete story.

Communicating the potential of their products was a primary challenge for Sinch’s new website, including the use cases and applications Sinch’s technology enables. The Drupal website needed to organize products clearly, and to show (rather than tell) how every SMS sent could be more effective with Sinch.

Integrating tech and teams to create a swarm of connection

Other challenges were technical. Integrating multiple marketing automation platforms and CRMs (a result of rapid acquisitions) with Drupal, along with custom tools such as a comprehensive pricing API, required a flexible approach. Bringing disparate martech applications together would prove to be a major theme of the project.

Last, and certainly not least, was the challenge of rallying and organizing a swarm of international content teams, production designers, and other agency partners, tasked with producing the content and media to populate the site—page by page, across time zones, disciplines, and languages.

Running discovery on the go-to-market strategy to cross-pollinate ideas

An intensive discovery process engaged senior Sinchers across the organization to help sharpen the new go-to-market strategy. Different companies and product portfolios had merged together under the new Sinch brand, which defined the vision, but there can still be a gap between what’s in a brand deck and what users will actually click on in the menu.

Therefore, navigation is often the perfect place to start (along with user personas) to gain alignment. Information architecture, user journeys, and navigation artifacts helped define the core of the user experience and align internal Sinch teams on key terms and ideas. The resulting nav was then tested (and retested) against competitors for task efficiency and validated with SMEs.

Collaborative design direction to make SaaS storytelling sweeter

An unexplored new brand meant we had free rein to develop design interpretations and see how far we could push Sinch’s new look. Working alongside Sinch designers, we collaboratively developed a completely new design system (managed in Drupal, thanks to Paragon) featuring content components that would showcase the product story and drive conversions.

But components and an easy Drupal admin UI were only part of the story. Some of the most challenging work was the content itself—the visuals and media assets would carry the weight of the messaging and truly bring the Sinch story to life. This is where our lead designer served as art director, overseeing the network of design teams producing assets created to fit a unified thematic vision.

Enabling web admins to gather & harvest content

Drupal content training and support ensured that Sinch admins could effectively leverage drag-and-drop components to build pages efficiently and bring the site to life. Content coordination tracked asset production, page creation, and QA across the sitemap (and the globe). In addition, “office hours” with content teams helped identify QA issues early and support content editors who were unfamiliar with Drupal.

Outcome 

The project culminated in a new Drupal-based website that achieved significant improvements:

• 61% Increase in Demo Signups: The streamlined presentation and user experience led to more users engaging with product demonstrations.

• 14% Increase in Talk-to-Sales Contact Form Submissions: Enhanced site navigation and content clarity encouraged more visitors to reach out to the sales team.

• 60% Increase in Users via Organic Search: Optimized content and structure improved the site's visibility, attracting more organic traffic.

Overall, the new website provided Sinch with a robust platform to support its growth objectives in the U.S. market, offering flexibility for future evolution and localization efforts.