CloudFlare

Today, about 5% of the Internet’s traffic uses the CloudFlare network to be fast, safe, and reliable. Their expertise on these topics makes them a leader in their field, but their website didn’t accurately reflect the depth of breath of the company’s knowledge.

Today, about 5% of the Internet’s traffic uses the CloudFlare network to be fast, safe, and reliable. Their expertise on these topics makes them a leader in their field, but their website didn’t accurately reflect the depth of breath of the company’s knowledge. CloudFlare wanted to overhaul their entire experience to improve the overall consistency and usability, and lay the foundation for a site structure that could be continually updated over the next 2-3 years.

Business goals for the project included:
            • updating CloudFlare’s brand and reinforcing them as intelligent thought                   leaders
            • Improving the self-serve eCommerce funnel for account sign-ups, with an
              emphasis on the Pro and Business Plans
            • Cross pollinate content and optimize content 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.

Discovery and Research
The UX process began with identifying the primary user groups through a combination of stakeholder interviews and user interviews, and translating those into personas. The personas included:
            • Bloggers and other users with minimal technical expertise
            • C-level executives and private investors
            • Engineers with highly technical expertise

With three very distinct user groups, this presented the unique challenge of creating a nuanced site experience that would appeal to a less technical user without alienating CloudFlare’s dedicated user base of highly technical engineers.
With this in mind, my team developed user journeys from customer discovery to transaction. These user journeys informed design process to ensure that we built the proper functionality to drive customer transactions.

Design and Ideation
The design phase began with low fidelity wireframes for the homepage and main navigation. Early on, our internal team began meeting almost daily to brainstorm design ideas based on the client’s requirements. During these sessions, we came up with our most innovative solutions by bringing multiple skill sets and perspectives into the room. This allowed me rapidly iterate on wireframes, gradually scaling them from low to high fidelity.
As the project moved into development, I worked with CloudFlare’s lead developer to create a Form UX Style Guide. This comprehensive document outlined all form interactions, including validation and responsive guidelines. This exercise was invaluable to improving the consistency and usability of the website, one of the project’s key goals. Because of this success, I’ve strongly recommended the agency make this a key deliverable for future client projects.

Project Status
This project is live at www.cloudflare.com. I worked on this project for about six months, from discovery into development.
Back to Top