PROJECT OVERVIEW

Role: Design Director

Timeline: 2 months

Team: UX + Visual Designer

Deliverable: Fully responsive web designs

The Opportunity

The existing site suffered from overly technical and vague statements about their technology. It was unclear to visitors what their product is and why customers love it. In addition, the page was bombarded with calls to actions, causing choice paralysis for customers.

Design Approach

We took a mobile-first approach to the engagement, since more and more new customers were visiting the site on their mobile devices. After an audit of the existing site, we recommended the following:

• Consolidate CTA’s to reduce confusion and clutter

• Tailor content to new and current customers

• Simplify content

• Utilize animation to create a delightful experience

• Use video to showcase customer testimonials

A Modular Template

We broke the page down into modules that could be interchanged and personalized according to different personas and occasions. The top hero is reserved for product announcements, while the sections immediately below are focused on explaining what Pure Storage is and why you should use it. The other modules, including statistics, case studies, news and events, were all aimed at establishing trust and validation.

Wireframes

We proceeded to wireframe out the homepage modules for mobile and desktop breakpoints.

Visual Moodboards

We looked at different sources of inspiration to establish different themes and aesthetics that would work well for Pure’s new redesign.

The Result

The homepage turned into an opportunity to redefine the TaxAct brand and make it simpler and more playful. To give customers a better first impression, the new TaxAct website features a brand new design aesthetic, illustration style and tone of voice.

Style & Component Guide

After an audit of the existing website, we simplified and consolidated their design system, including buttons, fonts, navigation, footer, and components.