THAWTE.COM REBRAND
Simple. Simpler. No, even simpler.
BRAND REDESIGN FOR WEB
AUDIENCE
Potential customers of Thawte.
This is a site that threads the needle. It’s transactional, operating primarily as a commerce page. But it’s also not the lowest cost of entry in this market space. People buy Thawte because they trust in the quality of the product.
When I first came to the site, was overstuffed with content, and it felt cheap. It was bad UX, making simple things complicated. Your eyes darted all over the place, searching between boxes and links. It looked like coupon ad. There was nothing about it that suggested trust or quality.
INSIGHTS
The website should feel almost like a single-pane mobile app. Better visual cues. Buttons over words. Linear function. Move the customer to the place they want to be—buying or getting support. It’s that simple.
It should also be sleek and sophisticated like a mid-level luxury brand. Think Audi. Think Omega watches.
STRATEGY
If it takes more than three clicks and there’s more than one content focus in a single pane, it’s too complicated.
SINGLE-MINDED IDEA
I designed the new site map and architecture, the web flows, and the user experience. I wrote the wireframes and the content, and I made mocks for the graphic designer to follow as a guide on the way to a proposed final.
ROLE
