CLOUDFLARE

Cloudflare is one of the world’s largest networks. Today, businesses, non-profits, bloggers, and anyone with an Internet presence boast faster, more secure websites and apps thanks to Cloudflare.

• They serve more web traffic than Twitter, Amazon, Apple, Instagram, Bing, & Wikipedia combined.

• Anytime they push code, it immediately affects over 200 million web surfers.

• Every day, more than 10,000 new customers sign-up for Cloudflare service.

• Every week, the average Internet user touches us more than 500 times.

• We serve data from over 151 data centers around the world.

PROBLEM: However, their previous brand and site was not reflective of their amazing product. They asked for a logo redesign, website refresh, and video. I was heavily involved in the strategy, branding, website redesign, and data visualizations.

BRANDING REDESIGN

Taking their old logo — which felt a little dated and clunky, we provided many options for the client. After going through a few rounds, the final result was cleaned up with a sharper typeface and less cartoony-feeling cloud. We also changed up the color palette and typography to match the new modern feel.

WEBSITE REDESIGN

CloudFlare's expertise makes them a leader in the field, but their website didn’t reflect the depth of the company’s knowledge. CloudFlare wanted to overhaul their entire website to improve the usability and lay the foundation for a site that could be updated over the next 2–3 years.

Goals for the project included:
     • Update CloudFlare’s brand to reinforce them as intelligent thought leaders
     • Improve the self-serve eCommerce funnel for account sign-ups, with an
       emphasis on the Pro and Business Plans
     • Cross-pollinate content and optimize for SEO
     • Improve consistency and usability across the entire site

Our team ran in an agile workflow and collaborated heavily with the CloudFlare team throughout design and development. I worked on this project for about six months, from discovery to site launch.

The design phase started with low-fidelity wireframes for the home page and global navigation. Early on, our internal team established a routine of holding a daily standup followed by a brainstorming session. This daily meeting helped us collaborate and stay in sync as we developed ideas based on the client’s requirements.We iterated in one-week sprint cycles, showing the CloudFlare team work on an almost daily basis.

This feedback cycled allowed me rapidly iterate on wireframes, gradually scaling them from low to high-fidelity and seamlessly transition into visual design.

DATA VISUALIZATION

One of their biggest hurdles was making the enormity of what they do clearly understandable for their audience. So we created simplified visual representations of how they make the Internet run smoother. The data visualizations were a key way to do this.

Creative Director — Phil Hunter  
UX Designer — Fiona Foster
Sr. Designer — Raisa Kuddus