Nintex is a workflow automation company. They recognised that none of their competitors defined themselves enough to stand out in the market. Thus, they decided to engage our team to help with the brand, positioning, and identity to make Nintex the most recognisable and a default “go-to” provider.
Redesign the identity to have a stronger presence and differentiate the business from competitors. The new visual approach needs to work across a variety of assets from digital, through more traditional print collateral, to environmental pieces.
Updating an existing identity requires dealing with a lot of pre-existing conditions. Things like equity in the old logotype or existing web hosting services had to be taken into account when developing visual solutions.
We started off with competitive and analogous research. A lot of the competitor research was already provided but the company had a hard time synthesizing the research into actionable steps. We have helped Nintex draw conclusions by providing visual representations of where the company was positioned in the competitive landscape. The posters triggered conversations that led to better definitions of the website goals. From there we defined user personas and created primary user flows to ensure that the new website is focused on optimizing user journeys.
During the research phase, we discovered that the Nintex brand has already some unique treats in their current brand that distinguish them from competitors. One of those is the orange colour that stands out in the mostly blue-dominated sector. Another powerful element is the letter “x” that has a lot of equity and recognition that it built over the years. Hence, we decided to primarily amplify and refine the brand, so it does not feel foreign to what it was but is also relatable to the modern businesses and positioned as a confident industry leader. We introduced a visual system that has a lot of flexibility but provides a strong structure and consistency.
The Nintex website is the most customer-facing and the most used asset that promotes the product. Therefore, it was the paramount asset to improve. The existing website has grown organically and included a lot of legacy content that needed to be revised and re-focused so that clients' goals are not obstructed by unnecessary actions.
The business goals for the deliverable were to increase the conversion rate and make sure to communicate two things clearly: the services that Nintex provides and what the benefits of using them over their competitors are.
Some of the provided research findings were based on interviewing existing customers rather than the target audience i.e. new customers. Therefore, we had to take a heuristic approach to our early prototypes with the use of common UI patterns, and evaluate them during early stages of prototype testing.
The new website is significantly simplified to help reduce cognitive load. It includes contextual information and calls to action in order to optimize the user journey and keep it as close to a “happy path” as possible in the many points of entry. We have considered multiple scenarios, for instance with a persona that likes to research a lot before making a commitment, and included links to suggested studies that lead users down the path of contacting customer service. Use of tighter layouts, clearer hierarchy of information, and different types of photography to indicate the level of presented information helps to navigate through the website.
A lot of the information has been cut which is reflected in the site map. We have designed a directional structure that was flexible enough to accommodate various goals but did not overwhelm with an overload of information. This is also visible in the new navigation that has been changed from a confusing two-line collection of items to a mega-menu approach with clear signifiers to indicate intended affordances. All the content is grouped and logically displayed so that the user intuitively knows where to go.
I was the lead designer for a team of three on the project. I was responsible for researching a new web flow based on user journeys and developing a hierarchy for the pages and work with the developers to ensure smooth implementation. I worked closely with my team to ensure consistency across all the pages. In parallel, I was leading the re-branding effort from strategizing and defining the direction to creating a system that is flexible and scalable. On the visual side, I was responsible for creating design patterns as well as brand guidelines.