Communication gaps and accessibility issues
Suma faced significant challenges in communicating the full value of its platform. Users—especially older individuals and those with disabilities—found the platform difficult to navigate. Tasks like finding deals, adding items to the cart, and completing purchases frustrated users.
Suma needed to ensure that the platform was not only accessible but also easy to use for everyone, regardless of their technical literacy. The lack of an intuitive, inclusive UX design prevented users from fully engaging with the platform.
Language barriers also posed a challenge. Suma required bilingual materials in Spanish and English, but the existing content did not meet these needs, leaving many users unable to understand their offering.
Beyond users, Suma’s funders and partners struggled to understand the mission, platform functionality, and long-term impact. Funders needed clarity on Suma’s growth plans, while partners required messaging that resonated with their own audiences.
At the heart of the problem was a disconnect: community members misunderstood the platform’s value, stakeholders were misaligned, and the messaging failed to convey the full scope of what Suma offered. The platform’s purpose was often misunderstood as merely an enrollment tool, not a marketplace for subsidized goods, which undermined efforts to drive engagement and build trust.
Suma needed a solution that would refine its messaging, improve user experience, and provide the tools necessary to engage all audiences—from users to funders and partners.
That’s where we came in.
Understanding the mission: The discovery phase
Before creating deliverables, we needed to deeply understand Suma’s mission. We conducted stakeholder interviews to uncover their vision, values, and goals. We then facilitated a branding and messaging workshop to ensure alignment with their core message. As we often say, you can’t help others understand a brand if you don’t fully understand it yourself.
The insights gained from this phase guided everything that followed. We pinpointed communication gaps and identified the most effective ways to refine messaging and enhance the user experience.
Crafting a clear vision: Our deliverables
With a thorough understanding of Suma’s needs, we developed a set of deliverables to improve both brand awareness and user experience. We aimed to simplify communication and make the platform more intuitive for users and stakeholders.
Refining messaging for the Summer Hacking Project
The first major task was to streamline the messaging for the Summer Hacking Project. We worked closely with Suma to clarify the purpose of their app and correct the common misconception that the platform was just for enrollment.
It needed to be transparent that the platform was a marketplace for subsidized purchases, aimed at helping users save on essential goods and services. Additionally, the messaging had to strike a balance between technical and non-technical language.
For example, Suma wanted to use terms like “hacking” to describe the project but needed to ensure this language was easy to understand and accessible. This was critical to avoid alienating non-technical audiences who might find the term intimidating or associate it solely with technical work.
We designed the refined messaging to immediately engage users, distilling complex ideas into simple, approachable language without losing the core
Reshaping the platform page messaging
Next, We overhauled the platform’s design, copy, layout, and user flow to improve clarity and make it easier to use. Our goal was to make it clear to visitors what the platform does and how it benefits them. We created tailored calls-to-action for three key audiences: users, partners, and funders. This ensured the platform spoke directly to each group’s needs.
One-pager for funders and partners
For the funders and partners, we crafted a concise and compelling one-pager. This document was designed to communicate Suma’s long-term vision, the team behind the platform, and the lasting impact they were working toward.
It was all about highlighting the potential for growth and the broader societal change Suma could help facilitate, ensuring that key stakeholders understood the platform’s significance and their role in supporting its success.
Platform guide infographic
Recognizing that many users had limited tech literacy, we created a simple yet comprehensive infographic guide for the platform. This step-by-step visual guide helped users easily navigate tasks such as signing up, finding new projects, and accessing deals.
We also created a flexible infographic template that could accommodate both English and Spanish, allowing Suma to scale their communication efforts across different languages and reach a broader range of customers.
Explainer video
To bring everything together, we scripted and produced an explainer video that showed users exactly how Suma’s platform worked. The video was created in both English and Spanish, ensuring it could reach and resonate with a broader audience.
We designed this video to be a clear, captivating, and accessible introduction to the platform’s value, making it easier for users to understand and get started. It was an essential tool in Suma’s ongoing effort to make educational content inclusive and easily accessible to everyone.
Sustained growth: Ongoing support
Our work didn’t stop at the initial deliverables—we were there to ensure Suma’s team had the skills and resources to maintain their momentum.
Training sessions
To empower the Suma team, we offered hands-on training sessions. These sessions were designed to help the team manage their marketing and communication efforts on their own. We covered key areas like social media best practices, leveraging Google Ad Grants, and creating effective newsletters, ensuring the team could confidently execute their strategy long after our initial engagement.
Social media templates
To help Suma maintain a consistent and engaging online presence, we created a library of reusable social media templates. These templates were tailored for Instagram, Twitter, and LinkedIn, making it easy for the team to create and share content that resonated with their audiences—without the need for constant redesigns.
Instagram management
Finally, we took over the management of Suma’s Instagram account. This included copywriting, posting, and analyzing performance. Our goal was to increase engagement, grow Suma’s online community, and build a more active social presence. We crafted engaging captions, ensured consistent posting, and provided detailed performance reviews each month to help Suma optimize its social media efforts.
A seamless user experience
The results of our work were immediately noticeable. We turned Suma’s platform into a unified, intuitive experience that addressed the accessibility challenges users had previously encountered.
By refining the platform’s design and simplifying the messaging, we made it easier for users of all backgrounds—particularly older individuals and those with disabilities—to navigate and interact with the platform.
Core functionalities like finding deals, adding items to the cart, and completing purchases became straightforward, reducing frustration and increasing user satisfaction.
Building trust with stakeholders
Beyond improving user experience, our refined messaging helped Suma build stronger relationships with funders and partners. By clearly articulating the platform’s purpose, long-term vision, and impact, we were able to help Suma communicate its value with greater confidence. This clarity fostered stronger trust and collaboration, opening doors to more meaningful partnerships and increased support for Suma’s long-term goals.
Sustaining growth and empowering the team
As our collaboration evolved, Suma entrusted us with even more aspects of their marketing strategy. We continued to provide brand strategy development and training, empowering Suma’s team to maintain momentum and expand their reach. Our ongoing support equipped the team with the tools to drive further impact.
A rewarding collaboration
Our partnership with Suma was more than just a project; it was a rewarding experience that reaffirmed our passion for supporting mission-driven organizations. Working with Suma allowed us to apply our expertise in branding and content marketing to solve real challenges, especially within the messaging and accessibility verticals.
Together, we refined Suma’s messaging, improved their platform’s usability, and helped them better serve their community. The tangible impact of our work on Suma’s platform is something we take great pride in.
Looking ahead: Partnering for growth
Our experience with Suma reinforces our commitment to helping organizations navigate the complexities of building a strong, accessible brand. Whether you’re looking to improve user engagement, enhance your messaging, or tackle accessibility challenges, we’re here to help.
If you’re ready to take the next step in elevating your brand’s impact, we’d love to connect. Book a free strategy session with us today, and let’s explore how we can partner together to help your organization grow, thrive, and achieve its mission.
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