UX DESIGN
WEB DESIGN
GRAPHIC DESIGN
COPYWRITING
Replify is a WAN (wide area network) optimization specialist based in Belfast. They have been reducing bandwidth consumption and improving application performance for over 15 years.
We worked with Replify to make their website more impactful and accessible. The team wanted a polished first impression for new users, making their product offering clear and convincing, while elevating their brand aesthetic.
We were tasked with identifying issues with the existing site, and finding opportunities to create a more intuitive and appealing experience. This redesign extended from information and navigation design, to visual design, branding and copy.
Replify's existing site and branding had a clean, flat design that served it well, but this was an opportunity to generate impact through visuals that communicated everything Replify is about
- optimization and acceleration.
Replify has a strong relationship with their existing customers, and a recognisable logomark, so it was important to find ways to enhance Replify's brand without disrupting it. Replify also recently registered their trademark (yay) so their logo needed an update to reflect that.
We employed a sleek and subtly futuristic material aesthetic through gradients, glows, and a shift from greys and whites to deep blues and blacks - complimenting Replify's signature orange/yellow.
Replify already had a strong and established logomark, so we wanted to leverage this symbol to create a cohesive and recognisable visual direction site-wide.
The elements of the logo were highly flexible, and conveyed speed and acceleration. This informed the design of a brand new icon library, supporting technical explanation and improving readability while creating a unified aesthetic.
How you talk to your users says a lot about who you are, and what kind of service you provide. Speaking in confident terms using inclusive and encouraging language is important for user trust, and conversion.
Nowhere is this more important than the hero section - where you've only got one chance to make the best impression.
So what is Replify? You might be thinking it's a simple answer, but unless you know what "WAN Optimization" and "Application Acceleration" means, a brief summary may not suffice. And possibly most importantly, if there's no urgency, even if we know "what" Replify is we're still missing the "why".
At Frontman & Co. we are big on user advocacy - in short, championing the user's needs. It's important to remember that someone who's never seen your product before may not think like you or process information the same way you do, and doesn't know how to navigate your site yet. To remedy this (without taking it too personally) we ask bluntly - as a user, why should I care?
Replify is primarily B2B and thus doesn't need to speak directly to the end user. But consider the different levels of technical knowledge inside even a potential customer's company, from engineers to marketing to shareholders. Good UX should allow any user to meet their goals.
Working backwards from a user-centred perspective makes for intentional and equitable design. Whatever the user's intent, we try to anticipate their needs to keep them on the happy path.
Confidence to deliver.
Meaningfully distinct.
Before
After
Before
After
Before
After
We delivered a responsive website redesign in addition to elevating Replify's brand, providing a polished and future-forward update for a modern tech landscape.
These updates all combined to instil confidence in new and existing users, with improved user experience, better understanding of Replify technology, and a clearer and more compelling product offering.
"Patrick designed an updated website, providing refined copy, design elements, case study and whitepaper templates, and gave valuable recommendations throughout. Patrick was reactive and easy to work with. We are extremely pleased with the final result and would highly recommend Patrick’s work"
Rozy Corry. CEO - Replify
