Coolfire

Brief

I was a UX Designer at Coolfire Solutions and was asked to create a public website to sell the core SaaS product, Ronin.

This project included designs for the site, a developer dashboard (not shown), as well as sample applications to demonstrate the platform features. You can check out my write up about the Ronin Chat sample app here.

Process

I worked with marketing and engineering to understand who the target customers were. The first was a Technology VP, somebody in a leadership position looking to save time, money, or both while building their next application. This persona was looking for detailed information about pricing, platform value, time and cost savings, and how the platform scales.

The other persona was a Developer, the boots on the ground actually using the platform to build things. They were looking for documentation about specific features, tutorials to get started, and flexibility in how they could use the tools. To understand the developer persona more I interviewed our in-house teams, seeking to understand how they evaluate and use different technology for their own projects.

I put basic wireframes in front of stake holders to get feedback. We workshopped a new one-click onboarding flow and de-emphasized the pricing (it was a bit ambiguous). From there I designed screens for FAQ, support, and billing.

Outcomes

We sent the site to an external agency to build with WordPress. It was coming along well until the company pivoted - scrapping the Ronin name and brand in favor of Coolfire Core, which reinforced the company brand instead of the product.

The site was cancelled, but the custom illustrations were printed as stickers for the in-house development teams.