PitchBook Product Tour
Role: Art Direction, UX, and Design Lead
Challenge
PitchBook wanted to explore whether giving prospective customers guided, hands-on exposure to the platform before speaking with Sales would create more qualified leads and accelerate the sales process. The challenge was to distill the breadth of the PitchBook platform into a concise, self-guided experience that educated visitors in under five minutes while capturing meaningful lead information.
Approach
Our team explored three distinct creative directions, each representing a different evolution of the PitchBook brand. After presenting the concepts to stakeholders across the organization and gathering feedback, we aligned on a single direction that balanced business goals with creative ambition.
Throughout the project, we expanded the design system by defining new graphic treatments, motion principles, and animation styles, ensuring the refreshed brand could be applied consistently across a wide range of touchpoints.
Outcome
The initial prototype demonstrated that guided product education could improve lead quality. Sales teams reported more informed and productive conversations earlier in the sales cycle, helping reduce time spent on introductory product education and allowing discussions to focus on customer needs and solutions.
Following the success of the initial release, the experience continued to evolve through multiple iterations, validating the concept and establishing the guided product tour as an effective component of PitchBook's demand generation strategy.
Approach
Pain points
“…average of 6-8 minutes of general PitchBook context on demos”
“I sometimes find the ‘wow’ comes so early – the advanced search or a company profile – followed by a ton of questions, which can limit how deep we can get on a single demo.”
Opportunities
“I wish our process allowed for more discovery, a way for buyers coming in to get more experience with our product so they come to us with questions and wanting more”
“Prior users are always a shoe in. They know the product and have the right competitive questions to ask. Hands down the best demos to give.”
Content mapping (Please excuse my whiteboard penmanship 😬)
Results
200K+
Page views
~2 min
Average time on page
38%
Bounce rate
“This is F#%*ING AWESOME, you guys deserve an award for this.”
- Senior Sales Executive
“This is F#%*ING AWESOME, you guys deserve an award for this.” - Senior Sales Executive
