Red Hat

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The challenge:

“Redhat.com becomes the best example of what our brand stands for.”

The Goals:

  • Simplify and amplify brand and technology vision

  • Increase revenue

  • Build a global community

  • Shape our global positioning

  • Empower our teams

The Process:

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Frame

Conducted interviews with stakeholders

Performed heuristic analysis of the existing site, content, and marketing materials

Performed a competitive/comparative analysis

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Empathize

Conducted interviews with customers

Identified user types and personas

Identified user stories

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Define

Identified user touch points

Explored their decisions making process

Defined a service design strategy

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Ideate

Created concept sketches

Explored alternative product discovery options

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Prototype

Created sitemap

Created wireframes of key user flows

Created low fidelity prototypes

Test

Tested with stakeholders and customer experts

Revised and iterated design

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Deliver

Delivered final page designs and style guide

Created content guidelines

Defined a branded messaging strategy

Outcomes:

RedHat.com launched its new website design in 2014. The new website helped RedHat define the story of its products, its value, and its beliefs. The company was acquired by IBM in 2018.

How do you tell the story of what you do when what you do is invisible?
How do you communicate the complex value of your offering simply?
How do you go from a $1 billion dollar company to being acquired for $34 billion?