Our website reflects the new ActiveCollab. We had an underlying philosophy this time and our lead UX designer tied it all together.
The first website was very basic. The website was very basic and had no style. The main call to action was to download. October 2007 (commercial v1.0).
This website is a comparison of the previous one. It shows how website design follows the product transition from free to paid to commercial. The product screenshot is prominently displayed, along with a few design effects and a list of features. A big red button (and awkward copy) tells you what to do. It doesn’t state that ActiveCollab has a project management app. The customer must look at the features to see this. May 2009 (v2.1).
We began using Twitter to stay in touch with our supporters. We also received testimonials from some great companies. The business made the front page more complicated. However, the call to action was clear. We tried to make it accessible to both new users and those who already know about ActiveCollab. May 2012 (rebuilt v3.1).
ActiveCollab was rebuilt from scratch for v3 as well as the website. We couldn’t decide on a “hero image” so we took a lot of screenshots to show all the features. We placed problems ActiveCollab solved below so that the visitor could see all the benefits of our software. To establish credibility, testimonials were included. We removed the news and created the landing page for those who didn’t know what ActiveCollab was. The design feels crowded. We also removed a step from our call to action and placed a form right on the front page. This allowed the user to sign up without clicking a button. The signup form is a battle for space and attention. The big red button at the footer is uncouth and distracts attention from the Try Now form. July 2013 (v4.0)
Many of the product images and copy are gone. As a replacement, we added a video (great idea). To increase sign-up rates, the signup form is placed next to it. Testimonials have more space and are held to greater responsibility. However, this design is too simple and doesn’t evoke any emotions. It’s asking people to sign up based on the fact that big companies use it, and a small video that doesn’t seem very significant at first glance. The landing page makes it seem like the cloud option is not new (self-hosting was the only option prior to v4). July 2014 (work on version 5)
This was the pinnacle design. The copy at the top established credibility, which was reinforced down the page. A large video showed the software in the best possible way. To make sure visitors don’t miss it, the sign-up button is visible twice. The footer categorizes information more clearly and social channels are visible. Website maintains tight control over all information. It prompts new visitors to take a specific action and tells returning customers where they can find the information they need. May 2015 (new ActiveCollab version 5)
Visual identity: A 180-degree flip in visual identity Copy and desig
