Rebuilding a Company & Product Identity (2020-2023)
Company growth is typically reason that ignites rebranding efforts as it was the case here. When a company expands, so does its history, product portfolio, culture, and mindset. As the company was preparing itself for an IPO, the UX team that driven by myself took in the task to
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Rebrand the company identity to refresh their image and appeal to a new target market.
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Define a strategy to where a product is defined and developed with a stakeholders in mind instead of working in silos.
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Define a product identity for a company that had no UI experience or products with very little UI.
Rebranding a Company Identity - Hackathon 2nd Place Winner
Our goal was to establish a new and differentiated brand identity in the mind’s and hearts of your customers. The key building blocks that drove the rebranding strategy forward and was incorporated into the vision were:
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Tell the story of our company journey that will resonate within current and future customers.
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The merging and acquisition of two companies and their products.
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Technology advancements of shifting into the Kubernetes world.
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Incorporate company values such as make it yours, keep it simple, do it together, and be bold.
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“Great minds discuss ideas. Average minds discuss events. Small minds discuss people.”
Eleanor Roosevelt
UI/UX Strategy
An End-2-End (E2E) story is a narrative of people with goals performing tasks to achieve business objectives. It focuses not only on the hands-on user story and the technology we provide to solve problems but also on the higher-level customer business goals and market objectives.
Achieving a product or product feature through E2E workflow experience across all products is the responsibility of all stakeholders of a product, inside and outside of an organization.
To achieve a product ecosystem, the development process of a product from beginning to end needs to be similar. The following are the goals and stakeholders for each story.
E2E Stories
Product Design Strategy
Mirantis Design System
Our goal is to create a cohesive, unified product portfolio through an optimized product development process using the Atomic Design Methodology to achieve:
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Cohesiveness: Brand integrity
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Unity: Consistent user experience across all products
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Optimization: Reusable code patterns
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Success to this goal is to create a library of reusable components called the Mirantis Design System that embody our design philosophy using the following guiding principles:
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Semantically versioned: Move ahead while UI apps confidently adopt changes.
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Incrementally adoptable: Does not require a wholesale change; any UI app can start using parts of it now, and more later.
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Approachable: Built on a simple tech stack, easy for anyone to update.
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Inner-sourced: Scaled beyond its core maintainers by internal community contributions.
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Validated: Tested, and accessible, out-of-the-box.
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Documented: Clear, helpful, generated documentation.
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Socialized: All types of announcements to everyone is informed.