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A leading international provider of network management software needed a site that supported its sales team and helped customers find product information quickly and easily.
Challenge: The marketing team at Tripwire, a leading provider of network integrity software, felt the design of the company home page didn't represent its image and wasn't leading users to key areas of the site. The copy didn't match their brand messaging and was incorporated into images that couldn't be indexed by search engines. Links to key lead capturing devices were hidden low on the page, making them difficult for users to find. While it was clear a redesign was in order, any changes to the interface had to be local to the home page only and not affect the architecture or global navigation of the site. Any changes to the design had to promote brand messaging, support lead capturing, and increase search engine visibility.
Solution: In order to understand which direction the design should take, and to decide which tasks would be included on the home page, Tweak created a set of five User Profiles describing the groups that use the Tripwire site and what they want to do there. Incorporating Tripwire's established brand identity, Tweak redesigned the home page interface to give more visual weight to brand messaging and created eye-catching directional guides "above the fold." All messaging type was created in HTML to ensure search engines would index key words and increase the company's visibility.
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Original Tripwire Homepage
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New Tripwire Homepage
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User Experience: After Tripwire incorporated the home page interface changes, their site visitors could quickly and easily find needed information. The most popular place on the site is the product demo download page -- a source of highly qualified sales leads -- followed by their server product section. The overall look and feel of the page supports the company's branding and speaks directly to their target audience.
Result: Jeri Owen, Director of Marketing for Tripwire, was pleased with the new home page design and its strength in supporting Tripwire's marketing strategy: "Tweak's expertise goes beyond the elements of good design and includes a keen understanding of how the web must be integrated into all marketing communications, as well as an in-depth knowledge of what prospects look for when they visit a site. I'm certain our customers and prospects will now have a much easier time finding the information they're looking for on our web site, leaving them with a more favorable impression of Tripwire."
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