Doddle approached us in 2022 during a transition from B2C services to B2B tech. Previously, Doddle facilitated parcel returns for retailers. They were mainly a service provider, working directly with consumers. Over the years, the offering evolved and Doddle became an enterprise tech company.
Their software and hardware included autonomous return kiosks, supplied to the likes of Amazon. They operated in a tiny market of shipping giants and national posts. The sales cycles often lasted multiple years and the website needed to take that into account.
We helped Doddle with the visual, technical, and content direction during the transition. Eventually, a supply chain tech giant, Blue Yonder, acquired Doddle in late 2023.
With a small, high-value TAM, Doddle’s old website was a massive problem for the sales team. In the first workshop with us, the team honestly admitted that they are ashamed to show the website to their prospects. Working with large buying committees meant it was inevitable that several people would visit the website during the sales cycle.
Our number one priority was to design a website that the team would be proud of. We used WordPress to give them plenty of editability – something that is a must-have during an uncertain time of transitioning the entire company model. This meant that the team could easily add and edit pages targeting various members of buying committees.
To fully understand the message and visuals required for this project, we made the case for working with a wide team of stakeholders. For our workshops, we invited the Head of Sales, the CRO, Chief Strategy Officer, the Marketing Director, and members of the Content and Product Design teams.
The team consistently created a wide range of content for members of the broad buying committees. Despite a small TAM, the website couldn’t be just a brochure. We managed to help them target “low ceiling, high conversion” areas, which surpassed expectations by getting their first SEO MQLs.
We gave Doddle several features that could promote larger pieces of content. This contributed to the organic conversion rate, but also successfully attracted members of the buying committees who were browsing the site during their sales cycle.
The biggest pain point of the old website was that it didn’t feel like the new version of Doddle, regardless of the messaging they tried. It was imperative to keep the site “on brand”. But with a high demand for flexibility, this is always challenging.
Our design system allowed the team to quickly build new website assets without risking that they will feel detached from the rest of the site. In a single Figma file, we gave Doddle access to the full colour scheme, spacing settings, font sizes, patterns, decorations, and even the pages we built as part of the prototype and development of the site.
The company is really thrilled with the outcome and much more proud to point prospects there to visit. It definitely positions us much better as a tech company, and simplifies what we do to the market we serve.Chloe, Senior Marketing Manager at Doddle Logistics
