Similie

What did we do?

• The onliness statement
• Redefining value propositions 
• Identifying customer segments and buyers persona
• Creating a customer journey
• Identifying marketing funnels
• Building website taxonomy
• Website design and development

Who is Similie? 

Similie is a for-profit social enterprise that provides technology solutions to Asia Pacific-based organisations through software products, technical innovation, management training, and consulting services. 

Founded in 2016, they are the innovators behind One, an all-in-one cloud-based data management platform that is designed to facilitate natural disaster risk management, logistic, personnel and asset management, as well as accountability and reporting. The software is customisable and can be fully configured to cater to their clients’ needs. Similie’s customers include governments, local and international NGOs, as well as defence industry organisations. 

“Our tech solution is not a one-size-fits-all — even if it’s called “One”. One is customisable and can be fully configured to your needs; whatever your industry is, the data you manage, the language you use, the way you collect data or the actions, and decisions you need to take.”

Challenges

Similie is bringing great ideas and innovations into the world. Their software, One, is providing a sustainable and critical solution for organisations in emerging countries looking to manage massive data sets and plan timely actions that could potentially improve the lives of millions. 

However, Similie’s products and services are complex and technical by nature. The company was able to deliver a highly customised, specifically configured software solution for its clients. Still, they struggled to streamline their company offerings using a language that would appeal to their non-tech buyers. Put simply: the team found it challenging to explain, in simple words, what their company does best, and to have it projected in their digital presence. 

Similie decided to do a complete overhaul of their digital content, starting with their website. The old website was deemed too complex, and the copy was too technical. The company needed a new website that could convey their offers in a simple but sophisticated manner. 

Initially, Similie wanted to build the content in-house. At the mid-project, they realised they needed help and Mowgli was brought on board. 

Strategy

Before we dove deep into the strategy workshop, we arranged two calls with Similie’s CEO, both for two hours each. The CEO was asked to tell us about Similie’s products as if he was conversing with a friend. The exercise was designed to help in understanding Similie’s core features and offers, and the goal was to bring the same level of understanding for Similie’s potential customers using strategic digital content and communications. 

In addressing the challenges faced by Similie, we agreed that to create the right website for the company, we needed to identify Similie’s core branding, value propositions, customer segments, and buyer personas. Doing so would allow us to design a great, content-driven website that will speak to Similie’s audience. 

With the branding elements  established, we would then be able to finalise the customers’ journey, identify the marketing funnels, and finally, build the website taxonomy. 

The onliness statement

An exercise of Onliness Statement was devised using the information provided by Similie to simplify the company’s core brand and positioning. In a nutshell, the sentence helps streamline the What, How, Who, Where, Why, and When of a business, and what makes it different from its competitors.

Value propositions

We devised a value proposition canvas to help Similie find its unique identifier — the main ingredients in the company that solve problems others can’t. Once identified, the value proposition would make it easier for the company to demonstrate its value and expertise across its digital channels, and target its audience with the right message. 

Customer segments and buyer personas

One of the most important exercises we did with Similie was to build the right customer segmentation. This exercise was done to make sure that we could design the website to reach each segment effectively and appropriately. 

We identified three main customer segments, zeroed in on Similie’s specific features that help each segment gets their jobs done, and created a buyer persona based on them to precisely pinpoint our marketing and design choices.

The customers’ journey

Once the customer segments and buyers’ journey were identified, a customers’ journey mapping exercise was devised for Similie to help visualise all the touchpoints a visitor takes through the company’s website. The goal was to ensure an optimal customer experience in each path, as they move toward their desired destination. 

Marketing funnels

We also identified Similie’s potential conversion funnels and designed a branding and thought leadership content plan that would attract potential buyers to the website and guide them to take some desired action that would translate into a lead. 

Next, we designed specific conversion rate optimisation activities for Similie to incentivise customer loyalty and further attract new leads. 

Website Taxonomy

Finally, we planned and assigned an integrated taxonomy to Similie’s website content. Doing so would allow website and content managers to filter, sort, and display content based on a set of defined categories. 

The website was complemented by several landing pages for each of the client categories the company has. 

Results: Website Development, Content and SEO implementation 

By identifying the core offerings through several branding and content strategy exercises, we were able to create a strong foundation for Similie’s digital content strategy, which includes its new website reconstruction. The result was a simplified, yet streamlined direction, that serves as a robust foundation for Similie’s website development. 

Similie’s new website manages to strike a professional and a personable tone, that speaks directly to each of the company’s customer segments. We also designed the website to be very easy to navigate, with clear value propositions and offers. As a part of the website development, our team was also able to create a thorough copy for the website, as well as a comprehensive SEO implementation. 

This deliverable was then handed over to Similie’s team, and the in-house team was then able to use and customise them for any future development the company may have going forward.