Aruba Instant On Website
Led the functional evolution of the Instant On web presence, architecting logic-driven tools and templates before directing the final-phase global website rebrand.
Role
Web Designer
Industry
IT Networking
Focus
Interactive Web Experiences
Goal
To lead a comprehensive visual and functional overhaul of the Aruba Instant On digital presence. My objective was to differentiate the sub-brand through a clean, accessible web presence that removed friction for small business owners. This involved architecting new high-conversion templates and interactive tools to simplify a complex buyer’s journey, culminating in a full-scale website rebrand to align with the product line’s final transition.
Key Contributions:
Solution Page Template Architecture: Developed a standardized, scalable template system to bridge the gap between technical specs and real-world business benefits for sectors like Retail, Hospitality, and Home Office.
Interactive Product Finder: Designed and engineered the UI/UX for a logic-based discovery tool, allowing non-technical users to navigate a complex catalog and find the perfect networking hardware in seconds.
Partner Ecosystem Design: Architected dedicated Partner and Channel pages, ensuring a seamless co-branded experience that empowered resellers while maintaining core brand integrity.
Final Phase Rebrand: Directed the end-to-end visual transition of the entire WordPress ecosystem, implementing a fresh, approachable brand identity as part of the final product line evolution.
Conversion-Focused UI: Prioritized accessibility and lifestyle-driven layouts to create an intuitive path to purchase, ensuring the sub-brand felt distinct and approachable within the larger HPE portfolio.
Outcomes:
Simplified Path-to-Purchase: The Product Finder and new Solution templates significantly reduced user friction, leading to higher engagement and clearer lead attribution.
Cohesive Brand Voice: Successfully unified the sub-brand's identity across all global regions, creating a distinct "friendly-tech" aesthetic that stood out from the core corporate site.
Scalable Framework: The new page templates allowed marketing teams to spin up new solution-based content 40% faster than previous legacy workflows.