Sauce Labs wanted to expand its market into enterprise-sized organizations. It had already established itself as a developer favorite and was massively beloved by the open source community, but in order to scale and become profitable it needed to gain credibility with bigger customers.
In addition to maintaining its developer, open source, and SMB communities, it needed to shift its messaging to appeal to enterprise concerns. Strategically, this meant:
- Speaking to security and scalability issues.
- At the same time it needed to simplify the way it talked about its benefits to appeal to a bigger audience.
- It needed to support that shift by upleveling the content and making it more visual.
Changing the tone was a challenging task, because it didn’t want to alientate its other users.