What is BTB Security?
BTB Security is a cyber security firm that was acquired by Netrix in 2022. Since 2006, they've been providing expert IT security services to companies across the nation. Their no-nonsense approach and dedication to integrity have earned them a reputation as a trusted advisor in an oversaturated market. Their team is passionate about providing exceptional service to clients of all sizes, and they're committed to staying up-to-date on the latest threats and trends in the industry. At BTB Security, they believe that effective cyber security is not just about technology, but also about people and processes.
Category
Media Junction | Agency
Category
User Research
User Testing
UI Design
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Project Definition
BTB, a leading company in their industry, made the strategic decision to engage Media Junction to undertake a complete redesign and rebuild of their website. As the design lead on the project, I was heavily involved in the initial stages, including the project kickoff, stakeholder, and multiple workshop meetings. In these meetings, we had the opportunity to closely collaborate with the BTB team and gain a deep understanding of their objectives, vision, and desired outcomes for the website.
Throughout these early stages, it was clear that this project was going to be a fulfilling and exciting endeavor. The BTB team was highly engaged and enthusiastic, actively participating in our discussions and providing valuable insights that helped shape the direction of the project. As the design lead, I worked closely with the BTB team to ensure that their expectations and requirements were clearly defined and incorporated into the design process.
My role in the project extended beyond the initial stages and included working closely with the development team to ensure that the final product aligned with the design vision. Throughout the development process, I regularly checked in with the BTB team to provide updates and ensure that their needs were being met.
Understanding the Problem
When BTB approached us for their website refresh, they had a clear goal in mind: they wanted to avoid the cliché cyber security websites that rely on dark hooded characters and stereotypical hacker photography. They recognized that these overused tropes did little to distinguish their brand or convey the high level of expertise and professionalism that they brought to their work. As the design lead on the project, I knew that we needed to create something fresh and innovative that would help BTB stand out from their competitors in the crowded cyber security market.
To begin our work, I put together a moodboard and conducted a comprehensive competitor analysis. What we found was surprising: almost all of the websites in the cyber security field looked virtually identical, with very little variation in color schemes, typography, or overall design aesthetic. While these sites may have been effective in communicating a sense of security and trust, they lacked any sense of individuality or uniqueness.
Our challenge was clear: we needed to create a website for BTB that broke the mold and set them apart from their competitors. To do this, we took a deep dive into the company's brand identity and values, looking for visual elements and design inspiration that would resonate with their target audience. We experimented with color palettes, typography, and layout, exploring a range of possibilities until we found a design that felt fresh and modern, while still conveying the level of expertise and professionalism that BTB was known for.
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Ideation
After conducting extensive research and stakeholder meetings, we held a design kickoff to begin the ideation phase. During this phase, we presented a moodboard and wireframes that were based on the findings from our research.
The moodboard session was particularly useful for exploring various design directions and identifying the stakeholders' preferences. In the moodboard, we focused on a color palette that was modern and fresh, while also aligning with the company's branding. We also made sure to incorporate more personable, human-focused imagery in place of the typical cliched cybersecurity imagery that many of BTB's competitors were using. This approach helped to differentiate BTB from its competitors and create a more approachable and human brand image.
By incorporating the stakeholders' feedback and my expertise in design best practices, we were able to hone in on a design solution that met the business goals and user needs while following best practices. The wireframes provided a clear structure and layout for the new website, and we made sure to keep the design simple and easy to navigate, making it easier for users to find the information they needed.
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High Fidelity and Prototyping
In the high fidelity and prototyping phase, we focused on incorporating BTB Security's brand identity and messaging into the design, using the updated color palette and human-focused imagery. We also took into account feedback from stakeholders and users to ensure a seamless user experience.
During this phase, we extensively tested the website's user flow and navigation, particularly on mobile devices. We made adjustments to the site's layout and menus to ensure users could easily find the information they needed with minimal resistance. As a result, the new website was not only visually engaging but also user-friendly, leading to increased user engagement and session durations on the site.
Overall, the collaboration with stakeholders throughout the design process and our attention to detail during the prototyping phase ensured that the redesign successfully addressed the pain points identified in the discovery phase and achieved the project goals.
Outcome
As a result of these redesign efforts, BTB Security saw a significant increase in user engagement and longer user sessions on their website. The updated color palette and imagery proved to be successful in differentiating the brand from their competitors and helping them stand out in the market. The clear and streamlined navigation made it easier for users to find what they were looking for, leading to a lower bounce rate and a higher conversion rate.
The redesign helped to establish a consistent brand message and personality across the website, which helped to solidify BTB's position as a trusted and reliable provider of cybersecurity solutions. The use of more personable and human-focused imagery helped to connect with users on a more emotional level and foster a sense of trust and security.
Overall, the close collaboration between the stakeholders and the design team made this project a success, as all the issues and pain points were effectively addressed and resolved through a user-centered and data-driven design approach. The end result was a website that effectively communicates BTB's unique value proposition, establishes a strong brand, and provides an engaging and user-friendly experience for their customers.
