Iterating Pivotal’s enterprise website to align with the company’s goals and vision
Pivotal needed a design partner to create a cohesive marketing experience that resonated across a broad audience—from developers to executives. As lead designer at Telepathy, I led three redesigns of their site and continued supporting the team as a consultant post-acquisition, helping elevate and extend the design system across key pages.
Worked on
Web Art Direction
UX/UI Design
Design Systems
Illustration + Icon Strategy
UX Research
In order to craft effective content, we needed to understand the breadth of Pivotal’s customers that includes the likes of GE, Allstate, Mercedes Benz and IDEO. Interviewing customers, stakeholders and Pivotal’s sales teams allowed us to understand the needs and goals of their customers as well as their typical buying cycles. From there we were able to tailor website content that aligned to our user research.
Next we simplified Pivotal’s complex information architecture to optimize content strategy. When we started working with Pivotal their website had a high page count and was in need of information architecture. Based on site analytics and user research we cleaned the slate and built a new IA from the ground up. At the same time we created content strategy centric sitemaps that outlined the purpose of each interface based on Pivotal’s business goals and customer needs.
Brand refresh
Pivotal’s visual identity needed to align with their corporate narrative of “Enterprise Transformation” and support their 3 business units of “Labs,” “Cloud,” and “Big Data.” We created a fresh modern visual identity that is inspiring and approachable. Every design element was designed with intent to support Pivotal’s brand narrative and appeal to current and future customers. A style guide was created to allow the design system to remain consistent across people and teams.
Homepage iterations
Below is a snapshot of the many homepage interations designed over the four years of Pivotal’s engagement with Telepathy.
