From customer insights to the creation of a new B2B brand
Product design, UX and content strategy for a successful launch
Context
Nomad Technologies, a startup specialising in digital fabrication and open-source tools, had established itself in the market for makers, small workshops and SMEs with its Red Fox range of CNC machines. Customer feedback revealed a need and a new opportunity: in 2022, the company expanded into the professional sector with the development of Fox PRO, its first large-format industrial CNC machine.
The goal was to offer a professional, robust, automated CNC machine that was more accessible than other options on the market, without compromising the functional, open, and affordable design philosophy that defines the brand.
Process and role
As a specialist in digital product design and content strategy, I co-led the creation of the Fox PRO brand and defined its narrative, user experience and tone of voice, ensuring consistency across all touchpoints.
In a transversal role, my work integrated product design, user experience and content strategy, participating in all phases of the project: from research and conceptualisation to go-to-market and post-launch evaluation.
- Qualitative and quantitative research: interviews and surveys to understand the needs and motivations of users and professionals.
- Analysis of insights, benchmarking and ideation sessions with stakeholders and the executive team.
- Development of brand and content strategy, defining tone, key messages and visual narrative.
- Design and oversight of UX and marketing content: website, landing pages, email marketing and social media.
- A/B testing and data analysis to optimise messaging, website structure and conversion funnels.
- Monitoring and analysis of performance metrics, guiding decisions during pre-launch, launch and post-launch phases.
- Post-launch research, including interviews and surveys with Fox PRO users and support ticket analysis, to identify opportunities for continuous improvement.
Fox PRO CNC machine landing page.
Research and insights
In 2021, interviews with clients and professionals revealed the need for a full-bed CNC machine that was robust, automated and accessible, without the learning curve or price of competing machines.
This finding defined the strategic approach for the product and the Fox PRO brand: professional power, accessibility and operational simplicity. From this research, three primary user profiles were identified: carpentry and renovation professionals, signage and advertising installation companies, architecture and design studios.
Graphic image of the Fox PRO product.
Proposal, design and strategy
Fox PRO was positioned as an industry-ready CNC machine, combining large format, structural lightness, ease of installation with intuitive software, and automation and remote control options.
The product and communications were designed to convey professionalism, reliability and approachability, maintaining coherence and consistency across brand, user experience and communication at all touchpoints.
- Key messages: power, more affordable than competitors, easy to use, automation and remote control.
- Brand tone and style: expert, reliable and direct, with a clear and enthusiastic approach that reinforces productivity and satisfaction.
- Visual identity: inspired by an industrial aesthetic –workshops, factories, robust materials, and sober colours with energetic accents– reflecting the move into a professional environment that is solid and contemporary.
Key messages of the Fox PRO landing page.
Key decisions included:
- Simplifying technical language without losing accuracy to improve comprehension and reduce friction.
- Prioritising value messages in headings and CTAs: automation, remote control, instant productivity.
- Aligning interface, product narrative and acquisition campaigns.
- Testing landing page versions with A/B testing to optimise CTR and conversions per channel.
Results and impact
The Fox PRO brand creation and launch campaign in 2022 was a resounding success, exceeding expectations: ROAS of 1.570% in four months and 40% of NomadTech’ total revenue in 2024. It consolidated the company’s position in the industrial digital fabrication sector, demonstrating the value of creating products that combine user-centred solutions, brand strategy and business objectives.
Three years on, iterations of the Fox PRO machine and its digital experience continue.
