Promoting Client Acquisition for a Start Up through Digital Storytelling

Project Year: 2021
Role: Lead Researcher and Designer
Methods: Qualitative Interviews, Market Research, Contextual Inquiry, Website Design
Company: Mainstay Construction, LLC

Problem Space

Mainstay Construction is a start-up contracting company based in Flowery Branch, Georgia. Founded by two childhood best friends with a background in sales, they put their life savings on the line to start a business at the very beginning of the COVID-19 pandemic.

The founders had a strong vision for their company, but required a researcher and designer to translate their company’s story into a visual medium. They also needed a clear and usable website for clients to locate their services.

Experience Research Process

I conducted four weeks of user research with internal stakeholders to craft a marketing plan for the company. I conducted qualitative interviews with the founders to understand their values, goals, and desires for the company. I then performed contextual inquiry with them on the job to observe how they cultivate relationships with clients and what their customers desire from a contracting company. Finally, I conducted market research on major competing companies in Georgia and across the region to understand how contractors bridge product with story.

Design Process

After the initial research was complete, I spent two weeks designing a website from the ground up that would provide users (clients) with clear, engaging, and compelling information about Mainstay’s services and values.

Deliverables & Impact

I designed Mainstay’s corporate website, wrote the copy, and designed graphics for the site. The website directly increased Mainstay’s new customer inquiries and received positive feedback from clients.

Since the website launched, Mainstay’s business portfolio has surpassed $1 million in client revenue, with digital acquisitions driving new client business.