Building an interactive thought leadership program for ServiceNow

Thought leadership that helps ServiceNow forge relationships with business leaders

Overview

Workflow is ServiceNow's thought leadership platform. It is central to ServiceNow's conversation with the C-Suite, and it is a strong contributor to their sales funnel: our analysis found that readers of Workflow content were more than twice as likely to complete forms on ServiceNow's website.

I was the design lead on the ServiceNow account at Message Lab for over two years. I led design presentations, managed stakeholder relationships, art directed digital publishing, and developed brand guidelines. Here's an assortment of our work.

The sustainability advantage

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By using Message Lab's proprietary approach to data analytics, we saw that ESG was the most resonant topic for readers in 2022 and produced a calendar of content around the topic. This gated 'special report' increased email newsletter signups by more than 100%.

This interactive report was the first in a new workstream of dynamic, immersive stories that increased reader engagement and broadened audiences. It was also our first piece in Vev, with whom I helped build a lasting partnership.

Year two of the AI revolution

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This interactive 'roundtable' for ServiceNow Workflow includes audio interviews with AI experts. In addition to my design duties, I attended and recorded each audio interview for inclusion on the piece. We hired a freelance audio creator to help edit and finesse the audio components. The piece was built in Vev.

Future-proof your workforce

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This interactive piece is an executive summary of data from a proprietary ServiceNow survey and campaign called RiseUp. I collaborated with editorial and strategy teams to find and illustrate the story in the data. As with all of our interactive experiences, it was conceived as a series of prototypes of increasingly higher fidelity.

Alternate hero concept from the RiseUp story

Sometimes, a design draft you love winds up on the cutting room floor. This 'alt' hero concept for the RiseUp story was designed in After Effects and deployed as a Lottie animation.

The low-code innovators

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I art directed this piece about citizen development, which was a finalist for the Visual Storytelling – Best Feature award at the 2023 Content Marketing Awards. Myself and several junior designers collaborated on the hero concept, story format, and time-lapse portraiture.