Increasing conversions through beautiful design

ObserveIT is an Insider Threat Management software company. It provides insider threat security solutions including employee monitoring, user activity monitoring, behavioral analytics, policy enforcement and digital forensics to thousand customers worldwide.

It’s deployed primarily in the financial services, healthcare, manufacturing and retail markets, and used by such global leading companies like Visa, Fujitsu, Allianz, Toshiba, Coca-Cola, Starbucks Coffee, Vodafone, Xerox, Premier League, Samsung, AIG, and others.

With ObserveIT, security specialists can:

• Capture video of incidents such as file copying, mass printing, and visiting prohibited websites.
• Investigate and see the full story of what happened before, during and after an incident.
• Detect risky activities, whether a user is copying data to a USB drive, downloading programs and others.

ObserveIT is a great software solution which is used by thousands companies worldwide. However, having a great product is not enough. It’s important to share this information and get new customers. Not only ObserveIT team creates content and events but their competitors are producing it at an increasingly rapid pace as well. So the goal was to get the message heard above all the noise, attract people’s attention and convert them into customers.

Hidentica engaged with ObserveIT to define and create a beautiful marketing design system. We started collecting information about ObserveIT software, their competitors and clients to figure out what resonated with people in the information security sector. Existing designs of their website and presentations were used to explore and learn from. We combined their own style with our own research to identify future opportunities.

ObserveIT uses design that utilized serious and powerful style to convey the theme of protection from insider threats. They love the idea of using energy, strength and formality in their design system.

It was a great starting point and we applied the existing ideas to create first concepts. We thought about different people who explore and discover the software. We gathered a variety of styles and structures to define the final concepts.

These concepts were presented to the ObserveIT team and after multiple iterations the final path was defined.

In the final concept we used the idea of encouraging people to look at the negative side of their business. We communicate with people using the design which motivates them to consider insider threat protection for their business. With this in mind we wanted to create a serious and urgent message for C-level security executives to explore and discover.

After approving the concepts, we began to work on the marketing design. The wireframes and styles defined earlier in the project provided a great base for the initial design work.

Using corporate styles, we were able to create beautiful design that has brought form and function together to motivate a person to take action, reduce their anxiety towards the action and provide a clear, easy path to conversion.

Using main design principles we made various banners, ads, graphics and landing pages. They were incorporated into ObserveIT website and email campaigns to get better marketing results. Brochures, cards and banners were used on largest information technology events in the US such as CISO Executive Summit and RSA Conference.

As a long time player in the cybersecurity sector, it was crucial for ObserveIT to stand out from the crowd. Working closely with their marketing team we used our experience to create an appropriate design system for a specific target audience. This gave us the ability to push ObserveIT brand and spread their message in the right manner. The design system has a serious feel of importance and retaining a business quality, reflecting both the target clients and the culture of the company.

By leveraging the right copy and combining them with the right design ObserveIT is now getting better results from their marketing content today!

Currently, we are continuing to work closely with ObserveIT to produce various marketing and print materials for their constant campaigns.