Special thanks to Darian Woolley for addressing all the design updates that Jessica Wright and I requested, Jeff Ognita for the basic design work 4.0 (and some parts of 5.0), plus to Dustin DeVries and his team Caffeine interactive to coding/implementing the final designs.
Most of the design innovation focused on the GEM landing page:
Comments and objectives that influence the redesign strategy:
- We went dark. When Mighty Networks provided design models for the iOS/Android appswe fell in love with the straight black splash screen. So much so that we have already almost permanently adjusted the GEM web designs to match the splash screen in design.
- As a result of feedback sessions with GEMineers, we focused on “Where Proptech Leaders Belong” as GEM’s key slogan.
- Went back to “GEM 1500”, dropping the Crystal/Diamond layers completely. The goal is to answer the question ‘what is the right GEM layer for me?’ to remove. question we still get. If you want community, support, events, fundraising help, and connections…GEM is the answer. If you just care about content, sign up Crystal.
- Highlight the iOS and Android apps in the header.
- Focus on chapter markets (Bay Area/NorCal, NYC, Denver, and Seattle) where we have local ambassadors (Thank you Heather Harmon, Pierre CalzadillaAnd Mark Choey).
- Highlight GEM companies and branded apps as core pillars of GEM membership.
The The Geek Estate homepage has also been redesigned:
Comments and goals:
- The bottom section about GEM has been replaced with black, without darkening the entire page, to maintain some separation between Geek Estate and GEM.
- Highlight local ambassadors to put more emphasis on the people who manage relationships and events.
From a business perspective, we have also innovated GEM’s new member pricing structure as part of this publication. We had been waiting for a price increase for several years, but postponed it because… well, the reality is that the macro proptech market is not favorable (difficult fundraising environment for startups and increased financial controls at larger organizations). But time and time again, I have heard from those who show up at events and participate regularly that we are undercharging. Increasing prices is one way to increase the likelihood that members will prioritize engagement. New membership prices are now $1,250 per year in chapter markets (Seattle, Bay Area, NYC and Denver) and $750 in all other markets. Those attending formal chapter markets pay in advance for two dinners per year and an increase in the number of local networking events. Finally, there is also a professional services tier at $1,500 per year, and a lifetime membership available for $15,000.
While we always want these launch days to come sooner than now, at least it didn’t take longer than 2000 days between releases (the period between 3.0 and 4.0). I consider that a victory. Onwards and upwards.
I would like to hear if the website provides an accurate first impression of the overall value, analysis and networking opportunities for the member base. Any feedback or suggested improvements are welcome.
My personal question: GEM is primarily driven by referrals, you can enable us to invest more in the membership experience by helping us grow. Please send the GEM website on to a founder, director, VC or tech-forward practitioner who you think will value the community.
#Geek #Estate