The growth of Mixpanel.com to 20,000 customers did not happen overnight. Since its creation in 2009, it took a few years for companies to realize just how powerful Mixpanel’s blend of analytics and marketing tools could be.
But once it caught on, Mixpanel foresaw that having its marketing website tied at the hip to its engineering team could not last. The front face of this rapidly growing tech marketing leader needed a new platform for its marketing sooner than later. Re-engineering was in order, to separate the marketing stack from Mixpanel’s product stack.
The objective, to ensure a mobile-ready web presence that marketing could own and change as needed, called for an entirely new codebase.
In addition, as worldwide exposure to the brand promised great opportunity, so too came new challenges. How would Mixpanel get across to the ‘universal visitor’ complex concepts and product features? Do businesspeople know what Mixpanel means by terms like, “automated segmentation”?
Mayven was invited to the project. Both sides saw that this was a challenge that asked two major questions:
- How do we best re-platform, so that marketing can manage the content while the site remains unique-looking and highly responsive?
- What new visual elements can be introduced that will communicate to global audiences the brand’s groundbreaking functions and differentiation?
For the project, Mayven engaged Mixpanel across both its marketing and engineering teams. Together, Mayven, engineering and marketing would rebuild Mixpanel.com’s entire web delivery strategy.
The new marketing site’s font styles, color palette, and visual elements work in unison. The website communicates the brand’s technology leadership—one that is both practical and easy to use.
Mayven created wholly original animations, seeking ways to show rather than tell the visitor about ideas like “data anomalies” and “automatic insights.” Highly branded, these illustrations have become elements core to Mixpanel’s story, conveying a broad array of tools and uses.
The separation of marketing and product code achieved goals on several levels for Mixpanel. Marketing now manages the website, updating news, blogs, white papers, and other public-facing content without needing help from engineering. This speeds how marketing responds to media inquiries, post late-breaking white papers to customers, and other marketing communications.
Engineering can now focus solely on product development, delivery and uptime—to customers across 150 countries and counting.
The look and feel of the site, running on WordPress, comes off the screen as highly branded and responsive on mobile devices. Mayven’s visual marketing elements and animations populate nearly all Mixpanel’s corporate messaging. The visuals work double-duty as both product marketing tools and creative pixels, embedded throughout Mixpanel’s overall brand.