News & Analysis

Indiegogo gets a major nip and tuck to increase engagement

- April 9, 2014 2 MIN READ

Global crowdfunding platform Indiegogo has undergone a major design pivot. Yesterday, they revealed their new brand identity, which includes a new logo and fully redesigned website that’s optimised for computers, tablets and smartphones.

The updated branding, which follows Indiegogo’’s Series B fundraising round of USD$40 million in January, aims to highlight the spirit of Indiegogo’s core value propositions of “open, global and customer-focused”, as well as champion campaigners by bringing them into focus.

For instance, the new logo on website will showcase a different campaign every time the user refreshes their browser.

The redesigned website builds on these visual themes by featuring integration of photography, video and success stories.

The updated website includes the following additional features, aiming to enhance user experience:

  • A revamped www.indiegogo.com homepage that makes it easier for funders to find active campaigns that interest them;
  • More efficient navigation so campaigners are able to start new campaigns instantly;
  • The Indiegogo Playbook – a living document that offers crowdfunding expertise for campaigners (replacing the Learn Centre);
  • The Indiegogo Blog – online resource that provides tips for creating great campaigns, showcases Indiegogo’s most successful campaigns and keeps campaigners up-to-date with the latest Indiegogo news; and
  • Design optimised for desktops, tablets and handheld devices so Indiegogo campaigners and funders will enjoy a consistent site experience on-the-go.

“Today’s milestone advances the user experience globally on Indiegogo and is a major step towards the further personalisation and mobilisation of our industry,” Slava Rubin, CEO of Indiegogo said in the media release.

Adding to that, Indiegogo’s Head of Marketing Communications, Shannon Swallow said, “We wanted our new identity to reinforce our commitment to engaging with campaigners and funders alike. Our goal is for every aspect of engagement with the Indiegogo brand experience to create a feeling of collaboration and empowerment.”

The website has begun rolling out, with all Indiegogo users around the world experiencing the redesigned site within the next two months.

If you’re unable to view the new website, the following screenshot will give you a comprehensive peek. Love it or hate it?

Indiegogo Homepage Full