Nintex brand

Nintex is a workflow automation company. They recognised that none of their competitors defined themselves enough to stand out in the market. Thus, they decided to engage our team to help with the brand, positioning and identity to make Nintex the most recognisable and a default “go-to” provider.

Redesign the identity to have a strong presence within the industry and differentiate the business from competitors. The new visual approach needed to work across a variety of assets—from digital through traditional print collateral to environmental pieces.

Updating an existing identity requires dealing with a lot of pre-existing conditions. When developing visual solutions, I needed to take into account things like equity in the old logotype or existing web hosting services.

We started with competitive and analogous research. Nintex provided us with a lot of research on their competitors, but they had problems synthesizing it into actionable steps. We have helped Nintex with insights by visually representing its positioning in the competitive landscape. The visualizations triggered conversations and led to better definitions of company goals for the website. Next, we defined user personas and created primary user flows to optimize user journeys for the new website.

During the research phase, we discovered that the Nintex brand has some unique treats in its current brand that distinguish them from competitors. One of those is the orange colour that stands out in the blue-dominated sector. Another powerful element is the letter “x.” It has a lot of equity and recognition built over the years. Hence, we decided to amplify the “x” and refine the brand so it does not feel foreign to what it was but relatable to modern businesses and positioned as a confident industry leader. We introduced a visual system that has a lot of flexibility but provides a strong structure and consistency.

As the Nintex website is the most customer-facing and the most used asset to promote the product, it was paramount to make it more appealing. The existing website grew organically. It included a lot of legacy content that needed to be revised and re-focused.

The goal was to keep clients focused and not diverge them to take up unnecessary actions. The business goals for the deliverable were to increase the conversion rate and communicate two things clearly: the services that Nintex provides and the benefits of using them over their competitors.

The new website is significantly simplified to help reduce cognitive load. It includes contextual information and calls to action to optimize the user journey and keep it as close to a “happy path” as possible. We have considered multiple scenarios for the “happy path,” for instance, with a persona that likes to research a lot before committing or somebody who is busy and skims the content. We used tighter layouts, a clear information hierarchy, and different types of photography to indicate page levels and help with website navigation orientation.

We created a new site map, which cut a lot of redundant information. We designed a directional structure that was flexible enough to accommodate various goals but did not overwhelm users with an overload of information. We simplified the navigation from a confusing two-line collection of items to a mega-menu approach with clear signifiers indicating types of affordances. We used fundamental principles of proximity and similarity so that users intuitively know where to go.