• My role: workshops, art direction, project management, web design, content strategy

  • Timeframe: Jun 2020 - Nov 2020

  • Partners: 1oTeam, Codelight (development), Tolm (video), Animwood (illustrations)

Background

Nine months after releasing the eSIM product, 1oT’s marketing website didn’t explain well the specifics of eSIM. This led to multiple inefficiencies for the customer-facing team and for the IoT businesses.

Potential customers who reached out misunderstood the 1oT eSIM value proposition or if their IoT devices are suitable for eSIM.

Secondly, 1oT’s SIM management platform had grown into a clear competitive advantage. But the previous iteration didn’t explain the value and benefits of 1oT Terminal for IoT businesses.

Additional context:

  • Following project & outcome has to be understood in the context that 60% of 1oT’s website visitors come from Google Search. Thanks to separate decision to focus on writing technical blog posts relevant to IoT businesses in plain English.
  • Secondly, 80% of new leads are inbound leads meaning that they approach 1oT. Usually, they plan for a new deployment or are not satisfied with their current connectivity provider(s).

Goals for the project

  • Communicate what 1oT has to offer to increase conversion with the target customer.
  • Demonstrate the capabilities and benefits of 1oT Terminal to raise confidence in our connectivity service.

My Role and Approach

I wore multiple hats on this project: workshop facilitator, content strategist, project manager, and art director.

The work broke down like this:

  • Solo: Website analytics, competitive research, content hierarchy

  • Collaborative: Stakeholder workshops, journey mapping with the sales team

  • Leading: Art direction for videos and illustrations, managing external partners

How I framed the opportunity

I started by gathering our CEO and customer-facing team for a workshop. Instead of jumping into solutions, I wanted everyone aligned on the problem.

We mapped out our target customer: IoT companies expanding beyond their home country who were hitting connectivity roadblocks. These companies were stuck because:

  • Their local provider couldn’t offer reasonable international rates

  • Negotiations with providers in new countries were stalling

  • Managing multiple SIM providers was becoming a logistical nightmare

The opportunity became clear: if we could explain our value proposition, we’d convert more of the qualified traffic coming to our site.

The next step was to agree on the content hierarchy and goals for each updated page. It was crucial to build alignment within the team because only then could our external partners begin contributing. Otherwise we wouldn’t have been on time.

In this step, my responsibilities were to analyse current website visitors’ behaviour to detect patterns. And combine those insights with the stories (emails, meeting notes) from the sales team to create a journey map of a new lead.

Making tradeoffs

Time pressure: We had a hard deadline that ruled out user research or extensive prototyping. Instead, I relied on website analytics, support tickets, and sales meeting notes to understand user behavior.

Budget reality: We couldn’t redesign the entire site. I made the call to focus only on the homepage and product pages—the highest-impact areas. We invested the remaining budget in animated videos and illustrations to explain complex concepts visually.

This tradeoff felt risky at the time, but it turned out to be the right call.

Solutions

I structured the redesign around one core insight: people needed to understand what 1oT Terminal could do for them before they cared about technical specs.

1oT Terminal became the hero. Instead of burying our platform advantage, I put it front and center as our key differentiator.

Videos did the heavy lifting. We created two animated videos:

Illustrations clarified benefits. Instead of text-heavy feature lists, we used custom animations to show how each product solved real problems.

The content hierarchy followed a simple logic: What is it? → Why does it matter? → How does it work? → What can you do next?

Results

1oT’s products and offered value is communicated much better to their target audience.

  • 21% increase in lead generation within the first quarter post-launch.

  • Higher quality leads: The sales team reported that new inquiries were much more informed about our offerings, leading to more productive first conversations.

  • 2-week reduction in average sales cycle (combined with an automated price quote generator we launched simultaneously).

But the metric I’m most proud of: our sales team stopped getting basic “What is eSIM?” calls and started having strategic conversations about partnerships and implementation.