Case Study — Marketing Design
2015
I worked closely with a few members of the sales team to build a pitch video for selling prospective clients on HireVue Coach, the sales-coaching tool I also did visual design work on. Rather than another bullet-point deck, we built it around an illustrated, character-driven story a sales rep could actually open a room with.
The Problem
HireVue Coach's whole premise rests on a stat that's easy to say and hard to feel: reps forget most of what they're trained on within weeks, quotas slip, and turnover gets expensive. A slide with a "forgetting curve" chart on it wasn't going to make a sales VP feel that problem the way they actually live it every quarter.
The Solution
We built the pitch around an illustrated, character-driven video instead of a bullet-point deck — a small cast walking a prospect through the exact realization a sales leader has (reps are failing, quotas are missed, the data backs it up) before Coach itself ever gets mentioned.
The How
I worked directly with the sales team to figure out what a prospective client actually needed to hear, then sketched a small cast of characters who could carry that script — refining expressions and poses before moving into finished illustration and animation, and backing the pitch with real research like the training-retention "forgetting curve."
Early character sketches explored expression and posture — who's skeptical, who's selling, who's along for the ride — before any of the dialogue was locked.
The finished video mixes illustrated story panels with real supporting data — like this training-retention curve — so the pitch backs up its own premise instead of just asserting it.
I explored several layout adjustments to improve a great tool for providing sales teams with coaching advice and beneficial feedback. I then got to work on some explorations for updating the UI patterns and overall look and feel of the product.
From there, the wireframes moved into finished UI — a teal-branded home dashboard alongside a set of position-detail screens covering candidates, evaluators, and interview setup.
Outcome
The finished video gave HireVue's sales team an opening that was actually memorable in a room full of vendor pitches — a story-driven way into the same coaching product I'd spent time on the visual design of elsewhere at HireVue.
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