Futurex Brand & Website Rebuild
Project Type
Brand & Website UX Redesign for Enterprise Security
Project Timeline
Oct 2023 – Mar 2024
The Challenge
A 40-Year Encryption Leader With a Website That Couldn't Earn Trust
Futurex builds the cryptographic backbone for global banks and enterprises, but their digital presence didn’t reflect that tier of expertise. After auditing 200+ legacy assets, I identified a systemic "Trust Gap":
Fragmented Identity:
The brand had drifted into a mix of inconsistent colors and mismatched icons, weakening its credibility.
Buried Technical Specs:
Navigation was optimized for marketing fluff rather than the deep technical validation CISOs require.
Conversion Paralysis:
Despite high-tier products, the site produced near-zero inbound leads because the "path to purchase" was non-existent.
Research & Personas
Two Buyers Shaped Every UX Decision
To identify specific friction points, I shadowed sales calls, analyzed 6 months of Google Analytics, and interviewed 8 internal stakeholders (Sales Engineers and Architects). While five personas existed, the buying journey was stalled by two primary gatekeepers:
Technical Teddy
Role: CISO, IT Lead
Needs: Clarity, documentation, technical trust
Behavior: Engages with specs → attends demos
"I won’t sign off without technical validation."
Architect Alice
Role: Enterprise Architect
Needs: ROI, long-term value, risk management
Behavior: Consumes case studies → compares solutions
"Show me how this solves a business problem."
The Strategy: The redesign had to satisfy Teddy’s need for "Proof" and Alice’s need for "Value" without creating a cluttered interface.
Strategy
Build the Foundation First, Then the Website
Before designing screens, I had to fix the "Source of Truth." I treated the brand redesign as a UX Framework to ensure every touchpoint felt like it came from the same secure "Fortress."
01
Cataloged 200+ assets to identify and eliminate visual debt.
02
Rebuilt the color palette, typography, and spacing to balance "Heritage Security" with "Modern Tech."
03
Developed a 40+ page system for marketing, product, and sales to ensure global consistency.
04
Created reusable templates for datasheets and case studies, turning high-friction content into scannable assets.
Designing for Decision-Makers
The old site was functionally broken for the buyer's journey. I approached the redesign as a logic overhaul to fix failure points in the decision flow where users were dropping off.
By mapping the user journey, I found that "Teddy" and "Alice" dropped off whenever they hit a technical wall. I solved this through Progressive Disclosure:
Value First:
Catch the eye with high-level ROI (for Alice).
Technical Depth on Demand:
Allow a deep dive into specs and compliance (for Teddy) without leaving the page.
Low-Fi to Scalable Modular Design
I tested the structure using low-fidelity wireframes focused on content flow and CMS flexibility. This allowed me to verify with the Sales Team that the hierarchy matched the real-world objections they heard from prospects before moving to high-fidelity UI in HubSpot.
Conversion Through Clarity
The final UI serves as a high-intent sales tool. Every element was chosen to reduce cognitive load and accelerate the demo request process:
Smart Navigation: Top-level categories for broad browsing, paired with secondary menus for technical depth.
Streamlined Resource Hub: Uses simple filters and visual tiles so users can find whitepapers or case studies in two clicks or less.
The CryptoHub: A flagship page that guides users from a unified platform overview into specific deployment options, balancing scannability with technical rigor.
Validation & Outcomes
Results & Business Impact
This was more than a visual refresh - it was a performance pivot. By aligning the UI with the buyer's mental model, we saw immediate, measurable growth:
inbound leads/quarter
website visitors per year
bounce rate reduction
Additionally:
Lead Velocity: 0 → 200+ inbound leads per quarter.
Demo Requests: 4× increase in high-intent inquiries.
Traffic Quality: 3× increase in annual website traffic (3K → 9K+).
Retention: 35% reduction in bounce rate and a 60% increase in time-on-site.
Team & Acknowledgment
I owned the UX and UI end-to-end, serving as the bridge between Strategy and Implementation. I collaborated closely with the Marketing VP on positioning and coordinated with the Dev Agency to ensure my modular designs were built for long-term HubSpot scalability
Clear ownership, fast feedback loops, and shared goals allowed us to move quickly while maintaining quality.
