HSM is a high-tech software company oriented toward business solutions. What they do is pure perfection. Still, their approach was robotic. We helped them involve more humanity to increase their revenue.
There is a problem with super modern high tech enterprise oriented software companies: any attempt at explaining what they do inevitably ends up looking and sounding like one of their products: smart, efficient, useful. But also repetitive, automated and robotic. It’s not their fault. It is just in the nature of what these companies do.
Here we explain how we:
- de-automated the kings of business automation
- injected some humanity into their web appearance and beyond
- upgraded digital brand of HSM.
Big, important words to skip
Upgrading a digital presence meant redesigning the HSM website while implementing a brand new visual identity and fresh information architecture with emphasis on the business solutions and improving the client’s digital presence as a leading distributor and seller of multimedia and interactive products.
One mention of what HSM’s core business is about and you’re already skipping whole sections of text. Bolding out the “important parts” only made it worse.
It can’t be helped.
Or can it?
Two enemies on the way
Every redesign is a head-scratching challenge with many demons to overpower. Bad user flow and confusing information architecture haunted the old HSM website, with parts of content somehow living on separate subdomains. Control of narrative was nowhere to be seen.
In order to beat the demons, we divided the project into:
- UX/UI design
This one was not simple, but it was pretty straightforward: a better user flow with clear structuring and content prioritization. At last, we emphasized the most relevant services.
Special attention was given to HSM’s bread and butter: business software solutions. These somehow ended up quite neglected on the older website. No more will users get lost in the strays of bad UX. Doesn't sound like much? Wrong. It is the most important part.
How does one communicate human passion in the realms of CRM software and educational tech products in a heartwarming, reassuring, friendly manner? Not by copying what's already out there. Most similar businesses fall into a frenzy of endlessly describing just how perfect everything is. The product. The staff. The price. The whole experience. Such copy is simply hard to believe.
We turned it all into a transcript of an inner conversation. An emulated relaxed sales pitch with the intention of actually helping clients out by explaining these products instead of just making a commission on a deal. Throw in a couple of jokes and intended puns. Lean on some hard data. Just be normal with the tone. Not entirely politically correct, not over the line either.
This is the area where HSM passed our test as a client. They didn't change one single bit. Went with what we thought was going to perform.
The structure is key, the go-to foundation one always builds upon. We leaned on structure and made things happen. But in a world where perfection is here there and everywhere, a human approach needs to be encouraged. It gains the trust of customers.
We gave an HSM’s website a new life without reinventing the wheel. A new life with upgraded digital branding. A bit of conversational copy that provides people with decision-making clarity. A pinch of UX magic that puts users on paths toward what they actually need.
This kind of communicational clarity will keep users loyal to the brand. It’s easy to find what they need and it is easy to understand options and the scope of the product. And that will increase HSM’s revenue.
Check out the new HSM website. It is good. We are proud.