Nearly a decade of mergers and acquisitions, left Emburse with a diverse product lineup with a fractured brand identity. Along with efforts to rebrand, I worked to articulate a strategy to unify the product offering and bring consistency and simplicity to internal employees, customers, and users. To address internal divisions, we visualized and articulated a vision for a singular product suite, powered by a robust design system, established a single design organization, and enhanced collaboration between sales, marketing, and EPD, creating a cohesive and efficient company culture.

My Role

Design Strategy UX/UI Design Creative Direction Visual Design

Team

Product Strategy

My Role

Design Strategy UX/UI Design Creative Direction Visual Design

Team

Product Strategy

My Role

Design Strategy UX/UI Design Creative Direction Visual Design

Team

Product Strategy

The Challenge

How can Emburse unify its diverse product lineup and fractured brand identity after nearly a decade of mergers and acquisitions to create consistency and simplicity for employees, customers, and users while fostering a cohesive company culture?

The Challenge

How can Emburse unify its diverse product lineup and fractured brand identity after nearly a decade of mergers and acquisitions to create consistency and simplicity for employees, customers, and users while fostering a cohesive company culture?

Bringing Together Stakeholders

  • Conduct thorough assessments of customer feedback and market trends for existing products and brands.

  • Engage key stakeholders, conduct market research, and implement change management strategies to ensure alignment and smooth transitions.

  • Foster cross-team collaboration through brainstorming sessions with marketing and close cooperation with engineering.

  • Develop a comprehensive component library, detailed brand and product design guidelines, and a communication plan to keep all teams informed.

  • Set performance metrics to measure success and plan a strategic launch to introduce the rebranded company and consolidated products to the market.

Results

Sales teams were energized by a clear, concise Emburse product lineup, leading to more effective pitches. Employee Net Promoter Scores (eNPS) and Customer Satisfaction (CSAT) scores improved, reflecting higher internal satisfaction and a better user experience. The streamlined product offering simplified customer choices, boosting sales and loyalty, while clear brand and design guidelines ensured consistent brand recognition and trust.

Results

Sales teams were energized by a clear, concise Emburse product lineup, leading to more effective pitches. Employee Net Promoter Scores (eNPS) and Customer Satisfaction (CSAT) scores improved, reflecting higher internal satisfaction and a better user experience. The streamlined product offering simplified customer choices, boosting sales and loyalty, while clear brand and design guidelines ensured consistent brand recognition and trust.

CONTACT

Say Hello

Questions, comments?
Feel free to reach me at vankho@gmail.com

CONTACT

Say Hello

Questions, comments?
Feel free to reach me at vankho@gmail.com