Automation Club
Ontraport can do almost anything, which is the problem when you're just starting out. Automation Club narrowed it to the automations worth running first and showed people how.
Date: 2023
Type: Brand system / Web / Campaign / Social
Why: Fewer demo calls, more people getting into the app on their own. The product could do too much to demo cleanly, and prospects stalled because they couldn't picture where to begin.
How: A portal of ready-made automations, each with a how-to video, which doubles as a product demo. Social cuts drove traffic to it. Built on a design system so the team could keep adding without a designer.
Who: Loren Lam (Lead design) / Lee Williams (CD) / Jessie Rand (VC)
Ontraport is an all-in-one platform for small businesses. CRM, marketing automation, payments, and websites in one place.
Each one is broken down as IF this, THEN that. A high-scoring lead visits your site, so your sales team gets a text. Someone checks your purchase page three times without buying, so they start getting offers.
Club rather than resource library was the brand decision. A club implies membership and a next episode. Documentation doesn't.
I designed the system it runs on. One recipe block templates every page, so adding an automation is a content task instead of a design job. The videos got the same treatment. Tone, talking points, and presentation written down so the on-camera talent could shoot on brand without me in the room.
