HipChat was acquired by Atlassian in 2012. After an identity update to bring it under the Atlassian product umbrella, it still needed a marketing site update. In partnership with the product marketing team, I conducted in-person user research on the existing site to uncover opportunities with the redesign. We trimmed content, reworked copy to focus more on value than features, and incorporated animation. Our primary goals were to increase engagement and trials, both of which improved with the redesign. Along with the homepage redesign, we updated the remaining pages and added a Customers and a Server page.
Visit the hipchat.com for the full experience.