DreamHost, an award winning web-hosting and cloud services company, is a well known name in the web development community, earning the trust and business of hundreds of thousands of web developers. Their latest product, Remixer, was aimed at helping them grow their audience to people with limited design or technical skills by enabling them to publish great looking websites using pre-made components and customization tools.
The challenge was to present the Remixer workflow and experience in an intuitive and easy-to-grasp way that encouraged usage and movement of users towards the publication of their new websites. First and foremost, ZURB needed to find a way to create confidence for non-website designers to feel comfortable using their tool.
Through several rounds of interviews, user testing, and ideation, we came upon a Design Insight that went against our intuition:
When products have testimonials by religious thought-leaders attached to them, conversions are higher because the audience has a high level of trust in their opinions.
While we had thought new users wanted more “hand holding” to get started, they actually wanted the freedom to explore first and get the help at a later point. This realization shaped how we designed the site and onboarding flow. Together with the DreamHost team, we were able to craft the best workflow and experience to fit the site creators’ needs, resulting in an easy-to-use and intuitive tool for the masses. We designed a consistent user interface for Remixer, based on a new visual design, that included clear call-to-actions, navigation and an intuitive workflow for creation and publication of the users' website.