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Everbridge

Helping Everbridge Meet Buyers Where Their Journey Begins

Background

Everbridge provides technology that helps organizations prepare for and respond to critical events. Its website plays an important role in introducing prospective customers to its offerings and helping them decide what to explore next. Everbridge wanted to understand that digital buying experience more deeply before defining the next phase of its website.

The company partnered with UpTop to bring customer evidence into website planning. The goal was to move beyond individual assumptions and give teams a shared understanding of how buyers research solutions, evaluate their options, and make decisions.

Challenges

A website for a broad portfolio has to serve people who arrive with different goals and levels of familiarity. Prospective customers may begin with a problem to solve, a specific capability in mind, or a need to gather information for colleagues. A useful digital experience must give them a way to orient themselves and keep learning as their questions change.

For Everbridge, the challenge was also organizational. Decisions about navigation, content, and future site improvements involve multiple teams. The company needed a research-backed basis for discussing those decisions and setting priorities without trying to change everything at once.

Partnership Info

client
Everbridge
Industry
Technology / Enterprise Software
type
UX Strategy & Research
services
UX Research, UX Strategy

Background

Everbridge provides technology that helps organizations prepare for and respond to critical events. Its website plays an important role in introducing prospective customers to its offerings and helping them decide what to explore next. Everbridge wanted to understand that digital buying experience more deeply before defining the next phase of its website.

The company partnered with UpTop to bring customer evidence into website planning. The goal was to move beyond individual assumptions and give teams a shared understanding of how buyers research solutions, evaluate their options, and make decisions.

Challenges

A website for a broad portfolio has to serve people who arrive with different goals and levels of familiarity. Prospective customers may begin with a problem to solve, a specific capability in mind, or a need to gather information for colleagues. A useful digital experience must give them a way to orient themselves and keep learning as their questions change.

For Everbridge, the challenge was also organizational. Decisions about navigation, content, and future site improvements involve multiple teams. The company needed a research-backed basis for discussing those decisions and setting priorities without trying to change everything at once.

Partnership Info

client
Everbridge
Industry
Technology / Enterprise Software
type
UX Strategy & Research
services
UX Research, UX Strategy
"The research (report) is just excellent. It’s grounded in data, it’s very thorough, and it’s very clear, so it is very actionable to me"
Source: Marketing Director, Global Demand Center

Approach

UpTop examined the buyer experience through complementary research methods. The team reviewed the existing website and analytics, interviewed internal stakeholders and customers, and gathered additional buyer input through a survey. Bringing these perspectives together helped connect business objectives with the way people look for information and evaluate solutions online.

UpTop translated the research into buyer personas and journey maps. These artifacts gave the teams a practical way to consider who the site needs to serve, what questions emerge during an evaluation, and how website content can support progress from one step to the next.

Website organization was a separate focus. UpTop used card sorting to learn how people expected information to be grouped, then tree testing to evaluate whether a proposed structure helped them locate key destinations. This created an evidence-based starting point for information architecture while identifying areas that would benefit from further refinement.

A cross-functional workshop brought the work back to Everbridge’s teams. Stakeholders reviewed the research, contributed their perspectives, and discussed how to turn a wide range of opportunities into an achievable sequence of improvements.

Solution

UpTop delivered buyer personas, journey maps, an updated site map, a proposed and tested information architecture, and recommendations spanning content, design, technology, and strategy. Together, these gave Everbridge a connected view of the buyer journey and the website decisions that could support it.

The strategic direction emphasized making it easier for visitors to recognize relevant paths, understand the relationship between offerings, and find information suited to their stage of evaluation. It also considered how the site could better support independent research while helping buyers take a useful next step when they were ready.

UpTop organized the recommendations so Everbridge could consider customer value alongside the work required to make improvements. During the final readout, the conversation moved from what the research revealed to where the team could start and how changes could be planned in phases.

Results & Impact

  • A shared view of the buyer experience: Personas and journey maps created a common reference for conversations across teams.
  • A stronger basis for site organization: Card sorting and tree testing informed a proposed navigation structure and highlighted where further design and validation would be valuable.
  • Research connected to planning: Everbridge stakeholders described using the report to define concrete actions and a phased website roadmap.
  • Momentum for continued learning: The engagement prompted discussion about making customer feedback and testing a more regular part of future website decisions.
The project gave Everbridge more than a set of observations. It provided a way to connect buyer needs, website structure, and organizational priorities as the team planned the next phase of its digital experience.

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