Helping Nesto reach a wider audience
What is Nesto?
Nesto (app.gonesto.com) is a B2B SaaS application that helps seamlessly bring together relocation managers, employees/tenants, and property suppliers in the corporate housing management industry.
My Role
To design a marketing website that could not only attract customers, but also pitch Nesto to potential investors
To build a desktop-first responsive layout
The Team
Remote across 5 countries and 3 timezones
Product managers, engineers, marketing managers, investors, and me!
The Market
European Union - Luxembourg, Netherlands & France
Plans of expanding to other countries and continents
Corporate Housing - TL;DR
In many companies across the world, the company provides employees with accommodation in instances of relocation assistance, internships, or business trips. This process involves many people, various parameters, budget constraints, and a lot of information handling, especially when there is a large number of relocations to be managed.
Nesto is an a B2B SaaS app that brings the stakeholders of the corporate housing process onto a single platform in a fast and collaborative format that’s highly scalable.
A Glimpse Into The Nesto App
To learn more about Nesto and the corporate housing industry, check out my Nesto App project!
Relocation Manager App > Relocation Page
Relocation Manager App > Property Page
Supplier App > Dashboard
The Customers
The people visiting the Nesto website can be categorized into roughly 2 customer groups:
Relocation Managers
Property Suppliers
However, V1 of Nesto’s website was meant to majorly address relocation managers as part of the company’s business strategy.
Here’s a breakdown of this user group:
Kate, 39
Relocation Manager
About Kate
Works at a relocation management firm
Not very tech savvy, but picks things up quickly
Has many tabs open to have important info at her fingertips
Kate’s typical work day involves:
Managing several relocations at once
Coordinating communications between various clients and property suppliers
Making multiple property bookings
Overseeing check-in and check-out procedures
Feelings Encountered
Overwhelm
Frustration
Confusion
Tiredness
Flow State
Goals
Establish a smooth end-to-end process for every relocation
Stay on top of tasks to be completed for each relocation
Increase her capacity to take on more relocations
Provide quick services to clients
Frustrations
Managing multiple relocations at once and numerous email threads for each relocation
Manually making a note of every detail of every relocation
Trying to recall important information about many different relocations without having a single source of truth
Curating a list of relevant properties for every relocation
Not knowing the availability of an approved property instantly
Losing a booking lead when occupied with other relocations
Kate’s Story
“As a relocation manager who’s looking for a new corporate housing software, I want to know what Nesto can offer to make my workflow better, so that I can make an informed decision on whether it is the right tool for me.”
The Task
As the sole designer on the team, I was tasked with designing a marketing landing page for Nesto, over the course of a couple of weeks.
The goal for this website was to capture the essence of Nesto: corporate housing, simplified. The finished website should:
1
Convey what the Nesto app does
2
Show the ease of use of Nesto
3
Position the brand as top-of-the-class
4
Serve as an elevator pitch for investors
Competitors
AltoVita is Nesto’s only direct competitor, selling a corporate housing management tool. All other references used for benchmarking are indirect competitors like property suppliers who work in corporate housing, and hence have websites that market mainly their properties rather than a SaaS management software.
altovita.com (Direct Competitor)
blueground.com
stay3sixty.com
Some Insights
Competitors are able to adequately create trust using social proof and business metrics.
Some platforms do not fully align what’s shown on their website with their actual product, hence failing to meet the expectations of the users.
Property suppliers’ websites are not tailored to the corporate housing industry.
Wireframes
We kept the wireframing stage brief and quick, using it to establish content structure and make layout decisions.
Prioritizing Information
We used the wireframing phase to also prioritize the information presented in a way that creates a compelling case for Nesto and draws relocation managers into booking a demo. In decreasing order of priority, the topics are:
1
Showing potential customers why Nesto would be a good fit for them
2
Demonstrating the ease of use of Nesto
3
Social proof and metrics
4
CTA sections for demo booking and listing properties
While the Book Demo section appears at the tail end of the website, there is always a Book Demo CTA button in the sticky top navigation of the website for easy access.
A Look At The Brand
Nesto’s branding, including the typography, logo, and brand colour pallette, was done by a dedicated branding team. I derived UI elements and colour scales based on these branding elements to be used for the website.
The Final Website
Here’s a few glimpses of the final designs:
Hero Section: We wanted the hero section to have an immediate impact in terms of the brand and the product, and hence went with some visuals of the app accented using images and the brand’s primary colour.
An important part of designing the website was to give potential customers a peek into what the product looks like at every step, and create a sense of ease.
How It Works Section: This section demonstrates how Nesto condenses the complex process of relocations and business trips management into just 3 simple steps - browse properties, share a shortlist with relevant employees and managers, and instantly book your desired property!
As a new brand in a competitive market, it was imperative for Nesto’s website to not just attract potential customers but also create trust to facilitate conversions.
Features Section: Here we not only showcase Nesto’s unique selling points, but also show that the brand goes above and beyond in making sure customers have a smooth experience.
The Nesto Standard Section: Every property on Nesto is guaranteed to meet certain standards, and this is the USP highlighted in this section, adding to a sense of reliability. It also features an image carousel of properties listed on Nesto, further creating trust amongst users.
CTAs: The website features CTAs to attract customers on both ends - HR/relocation managers as well as property suppliers.
The end result was a website that not only created a compelling case for potential customers, but could also serve as an initial quick pitch to investors!
how would I make Duolingo's near-perfect design even better?
By designing data-driven features that tackle user engagement - check it out now!