Gnip
Gnip is radically simplifying the way companies access and integrate the web’s data for use in social and business applications.
Strategy
We began the Gnip redesign with a focus on target demographic and goals. While it was clear that one goal was to maintain the playful spirit that is part of the Gnip culture, it would also be important to attract CTOs and CEOs to Gnip’s solutions and products. Therefore, the old site’s homepage tagline “Making data portability suck less” and complicated chart needed to go (see image below).
We replaced the headline with the more straight-forward, “Data for the Real-time Web” and focused on guiding the user to try Gnip for free and to learn more about how Gnip works. A step by step animation on the homepage would help to tell the Gnip story progressively while keeping the amount of viewable text on the homepage to a minimum.
Design
While the headline had changed to be more corporate, we maintained Gnip’s fun culture through the use of cartoon imagery. In-page navigation allows users to learn more about Gnip without leaving the homepage. A character on the homepage gestures to all of the services that Gnip can easily tie into. Icons were used to illustrate Gnip’s features and benefits (see image below).
We refined the Gnip logo, added the tagline “Delivering the Web’s Data”, and chose a new color scheme to bring a more professional feel to the website.
Development
In order to demonstrate how Gnip works, we developed an application using jQuery, AJAX, and XML to show activity that is happening on Gnip’s servers in real time. This not only shows that there are many transactions happening through Gnip, but also highlights popular companies that Gnip works with such as Flickr and Twitter. The end result is a module that captivates both the CTO and the CEO of a potential new client.
It was a pleasure working with the team at Gnip. They have a powerful set of solutions and products and the new marketing website has lead to a boost in new leads interested to learn more.
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