Overview

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Project Overview

Our goal was to redesign Trifacta’s website UI (user interface), improve UX (user experience), and boost their organic and paid SEO. We positioned them as leaders in the “Data Preparation” space and boost their online conversions.

Task

Trifacta came to HUSL to help them improve their online presence and conversion. We saw this as the perfect chance to also improve their on-site SEO by revisiting keyword targets and update their search strategy.

Approach

In addition to a full website design, HUSL launched a scalable PPC (pay per click) campaign, leveraging subject and demographic-based targeting to drive qualified web traffic. Depending on targeting parameters, users were guided to access a gated resource or to download Trifacta Wrangler, the new freemium product.

1,250%

increase in organic traffic

131%

increase in session duration

52%

increase in pages per session

Unifying the brand

We conducted a thorough UI audit on the existing marketing site to help refine the core brand elements. The Trifacta color palette offers a range of uses, and work together to create a cohesive/unique aesthetic. The cool blue primary colors are accented by a warmer secondary palette. We chose Proxima Nova as the brand typeface to keep the messaging clean, clear and easy to read on any device. The typeface offers a timeless quality that scales nicely from headers to body copy.

Sky Blue

January Blue

Asphault Grey

Fire Orange

Grass Green

Cloud White

Marketing

250%

increased traffic from paid search

75%

decrease in PPC cost-per-conversion

131%

increase in session duration

Getting to know the user

Defining Personas

We worked closely with Trifacta to target the right users in the “Data Preparation” space. Their users were clearly broken out into solutions for: Analytics Executives, IT Leaders, and Data Engineers & Analysts. We created intuitive page templates that allow them to showcase the ways their product solves each user’s problems and provide insights.

Creating the user journey

The user journey was refined to make the browsing experience intuitive and informative. Understanding user needs helped us to define clear user goals. The entire site became accessible by re-organizing reducing the sections with the site’s navigation system.

Creating Wireframes

Designing the UI

Trifacta makes data analysis simple. HUSL reflected that simplicity and ease of use when redesigning their website. Clean, grid based layouts gave each page a solid, yet flexible structure to showcase their product. We created a comprehensive user interface, incorporating a branded color palette, clear typographic hierarchy, custom form elements, and a robust library of illustrations. The elements worked together and provided Trifacta with a solid foundation to further develop the site's content.