Red Canary had made a mark in the digital “Security Operations” space, but was looking to take their product to the next level. They approached HUSL with the goal of elevating their website to acquire more clients and grow their business.
Our team was tasked with improving the UX, UI and overall impact on users. We did a content audit to inform us on the areas that needed improvements or a fresh set of eyes on. We provided a new brand direction to be used on all their digital materials.
HUSL created a well-rounded suite of digital branding materials, pages, elements, and style guide to bring Red Canary up to the level they desired. We used custom a strong/simple color palette, innovative layouts, and custom iconography to tell their brand story.
Strengthening the brand
The new Red Canary brand revisited their existing color palette and typography as the baseline. Our design team worked to create an evolution of their established branding elements. The minimalist use of color reinforces a strong brand presence throughout their materials. The open source font Source Sans Pro allowed their product and marketing teams to work seamlessly together and keep their brand typography intact.
The success of a marketing website, in part, is determined by the optimization of content for conversion. A thoughtful content strategy is key to this optimization.
With the goal of increased conversions, our strategists set out to understand what worked in the past and what did not and where the opportunities for improvement existed.
The HUSL team worked closely with the Red Canary team to review all positioning and content on the prior marketing site and laid out a comprehensive strategy for new content that would optimize for conversions.
Getting to know the user
Our UX team worked closely with Red Canary to target the right users in the “Security Operations” space. The user persona’s helped guide us on their individual user goals and objectives. This process lead to a clear understanding of the needs and content that helps drive their decision making and ultimately purchasing choices.
Creating the user journey
With clear user goals in mind we were able to define paths that ultimately provided a well informed and ready to convert user experience. Each user required different needs to perform their jobs in an efficient way. We developed clearly defined products and solutions to speak to those needs in their shopping funnel.
Our UX team distilled the content, user journey, and site goals to create a simple and navigation system. The navigation provides streamlined categories, well organized resources, and an easy to follow taxonomy to help users get to the content they need.
Designing the UI
The Red Canary UI was created to be crisp and energetic. We leveraged their updated color palette, typography, custom iconography, photo treatments, and textures to create a consistent and scalable design system. We developed a design vocabulary of a minimalist color palette and layered design elements to create a sense of depth in the layouts. The layout of the site utilizes the big and bold UI treatments for all devices to give a united browsing experience. The website was designed using a modular system that allows for easy page customization and growth over time.