Hostwinds / 2019-2021

Customer Portal

The old site asked for payment information at account open, causing high abandonment and missed conversions. We restructured the funnel into three steps—account first, product exploration, payment support—reducing hesitation and making the process feel safer.

Site construction was not optimized for mobile and required complete redesign.

As a result, conversions rose 18%, abandonment dropped to 38% within the following 6 months, and new sign-ups increased by 2% within the following 3 months of deployment.
View Customer-Facing Website

By exposing survivorship bias in the sales data, we revealed that mobile users weren’t failing to convert—they couldn’t. Fixing the mobile site removed this hidden barrier, driving a measurable lift in mobile conversions and overall cross-device performance.

Service Portal UX

We built a centralized service portal starting with an informational landing page and guiding users through account setup to full product and system management. Key features included ticket creation, support interactions, and ongoing account oversight, along with plug-and-play integrations that removed the need for cPanel.

The portal was designed with integrated CRM functionality, letting call center agents interact with accounts as if they were their own, following PII best standards and practices, directly within the core application. This approach streamlined workflows, reduced friction, and created a clear, intuitive hub for managing all services.
View Services Portal

Rebrand Identity

The Hostwinds site felt cold and transactional, which eroded trust with new customers. We refreshed the brand with a friendly, inviting identity that emphasized credibility and approachability.

We built a comprehensive design system for consistency across all pages and components. Visuals tied to specific service themes and our “mythical” brand vision, using mythical beasts, cryptids, and aliens to convey friendliness and approachability. The system also gave internal development teams clear guidance and assets, streamlining implementation and supporting scalable updates.

This rebrand increased customer confidence, contributing to 12% in engagement growht and improving perceptions of reliability.

Knowledge base

We redesigned Hostwinds’ Knowledge Base and Blog to make information easier to find, read, and digest. By integrating web search best practices, improving legibility, and structuring articles for clear, scannable content, we enhanced the user experience and empowered customers to find answers quickly. This approach increased discoverability, reduced support friction, and made the content more actionable and approachable.