Butchershop Project Showcase
Designs for an integrated brand growth and digital transformation agency. Projects included full site redesigns, feature updates, and experience strategy scoping.
Posit (Formerly RStudio)
Full marketing site redesign to maintain Posit's stewardship of the popular RStudio IDE and R community while broadening their horizons to Python and beyond.
Posit was at a major inflection point, realizing that their product offerings had outgrown the RStudio name, which placed an undue emphasis on the titular IDE.
And while the organization had made great strides in content and community engagement in the past 2 years, the same love and attention had not been paid to their brand or website.
Our team was brought in to streamline RStudio's content offerings while integrating a new design system which matched the power and simplicity of their data science tools.
- Updated UI Style
- Extensible Download System
- Dynamic Pricing Experience
Extensible Download System
Posit's reposition towards it's enterprise products prompted us to take a close look at the download and install experience for their Server and Pro products. User feedback highlighted three areas for improvement.
Leaving the heavy lifting to users
- Installation instructions for R were hosted on an external site which required multiple user inputs and technical knowledge.
- Instructions for different OS versions were inconsistent in level of detail.
- Download instruction styling was inconsistent across the IDE and Enterprise products.
Owning the download experience
- Splitting the install process into steps instead of grouping prerequisites allowed the Posit team to provide comprehensive, specific instructions.
- OS and version selection is streamlined at the beginning of the installation page rather than its own step entirely.
- This two-column system allows for consistent styling and execution across all OS's and Posit products no matter the complexity of the installation.
Dynamic Pricing Experience
Posit's pricing is competitive and flexible. Transparent, however, it has not traditionally been. The Posit's team approach to explaining bulk and package savings was "to get customers on the phone and walk them through it". We set out to empower Posit's rockstar sales team to focus on closing deals instead of explaining cost savings by increasing pricing transparency in their pricing tool.
The Posit's team approach to explaining bulk and package savings was "to get customers on the phone and walk them through it".
Posit's original pricing calculator only functioned on its Team Product, which was itself a discounted bundle of enterprise solutions. To improve clarity on the comparative benefits of both team size and product selection, we identified the following issues:
- Business decision makers may not know the exact size of their data science team or their licensing needs.
- Lack of context for the price range displayed - "How much are we saving?"
- The singular focus on the Team product and buyer's ignorance of Posit's full offerings.
Proving business impact at a glance
- Prominent buttons for estimating team size provide an easy interaction point for business decision makers.
- All applicable product offerings are displayed and explained alongside their pricing for the team size selected.
- Pricing is standardized on a per user basis to better illustrate the impact of bulk licenses.
Hooking up At-Bay's content team with a shiny new home.
At-Bay is a Cyber-Security insurance company for the 21st century with dynamic pricing and binding quotes available for clients.
As they expanded their target range from insurance brokers to the wider Cyber-Security conversation, they needed a new home which would help their new audiences jump into the articles that matter.
- Clearly identifying audiences and providing Brokers with their own interaction path.
- Topic based navigation rails.
- A dynamic header above the fold that allows them to introduce multiple topics to users.
Leaving the readers to discovery
At-Bay's old knowledge home had the following shortcomings: Their header area was not converting as well as they would have liked; articles were written with certain topics and series in mind, but were sorted strictly chronologically; finally, important broker documents were only easily found using the search function and prior knowledge of the artifact name.
We solved for these issues by:
- Allowing users to see article topics at the very top of the experience, and break up articles in the content flow using these titles to create a sense of continuity.
- Creating a Broker Hub and a For Brokers rail, creating a clear path for this swath of At-Bay's audience.
- Creating a more extensible and interactive header area, in which their most valuable and engaging content can live.