![]() Using simplified, visual metaphors also opens up the possibilities for where users will take Trello boards - which is everywhere their imaginations will go. ” Trello users can access “ Timeline views ” without having to know what a Gantt chart is. The descriptive approach to product taxonomy extends to every feature: instead of “integrations,” Trello offers “ power-ups. ![]() The simple visual vocabulary makes the product instantly accessible to users While many project- and task-management tools focus on creating product terminology around the way people work (think “tasks,” “milestones,” and “dependencies” in Asana ), Trello decided to simply describe what people see: boards, cards, and lists. Swapping typical B2B UX copy for simple visual vocabulary By being broad in their targeting, Trello stayed flexible and ready to adapt as they learned more about user needs. While today’s SaaS go-to-market rules for hyper-specific product positioning help startups stand out in crowded markets, being too stringent can cause problems down the road if a company decides to pivot or capture a new segment. ![]() This flies in the face of the decades-old standard of organizing product marketing by persona, team, industry, et cetera. But could Trello get a facelift while staying recognizable? The team made a risky decision: it was brand refresh time. Goodbye, “tasks,” “milestones,” and “dependencies.” Trello decided to simply describe what people see: boards, cards, and lists.The brand personality was infused with irreverent delight, from help-docs sprinkled with dad-jokes to self-deprecatingly funny 404 pages.īut after their acquisition by the Atlassian family of products, Trello needed to maintain a careful balance of preserving their spunky, loveable, upstart vibe while representing the standards of an enterprise-level company - and repping a new, broader vision for Trello as a productivity software leader. ![]() Trello’s product and marketing teams made a conscious decision to break the rules for how productivity tools were supposed to sound. In those days, the b in B2B marketing mostly stood for “boring” and “bland.” Ten years ago, when Trello was hitting the marketplace, delight was an undervalued quality for project management software. With a devoted following of over 50 million users, Trello’s growth has helped prove the business case for content delight. ![]()
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