xneelo
Overview
Project Description
The xneelo Product Redesign project aimed to establish a distinct and competitive product offering for xneelo, an internet hosting provider based in South Africa. Formerly known as HetznerZA, xneelo sought to create a new identity and product range independent of the Hetzner ecosystem. The challenge involved redesigning the entire product range, introducing new offerings such as WordPress hosting, and navigating increased competition in the market, including from former partners like Hetzner. As the Product Design Team Lead, I collaborated with a team of 6 product designers and 3 UI designers to execute this project over 1 year.
Project Duration
1 years
Role
Product Design Team Lead
Problem Statement
Background
After the rebranding to xneelo, there was a need to establish a new and independent product range. The challenge included breaking away from the Hetzner ecosystem, redefining the brand identity, and creating a competitive product line to face emerging market challenges, notably from giants like Amazon Web Services.
Problem Statement
The project aimed to redesign the entire product range, introducing new services such as WordPress hosting, and positioning xneelo as a leading hosting provider in a rapidly evolving market.
Research and Discovery
User Research
Conducted interviews with existing and potential clients to understand their needs, expectations, and pain points related to internet hosting services. Collaborative sessions involved product designers, UI designers, and developers to gain a comprehensive understanding of user perspectives.
Competitive Analysis
Collaborated with the marketing and sales teams to analyze competitors in the internet hosting market. The multidisciplinary team assessed competitors' strengths and weaknesses, identifying opportunities for xneelo to differentiate itself.
Ideation and Concept Development
Brainstorming
Cross-Functional Ideation: Facilitated cross-functional brainstorming sessions involving product designers, UI designers, developers, and marketing specialists. The goal was to generate ideas for the redesign, explore innovative features, and align the new product range with the evolving needs of clients.
New Product Integration: Collaborated with developers to brainstorm the integration of new products, such as WordPress hosting, into the xneelo ecosystem. This involved considering technical feasibility, user experience, and market trends.
Design Development
Wireframes
Led the design team in developing wireframes and interactive prototypes that visualized the proposed redesign. Collaboration with UI designers and developers was crucial to ensure the seamless translation of design concepts into functional interfaces.
Clarity from users
Conducted usability testing sessions with real clients to gather feedback on the redesigned interfaces. Collaborative analysis involved the product design team, UI designers, and developers, leading to iterative improvements in the design based on user insights.
Final Design
Visual Design
Collaborated with the marketing and branding teams to define a new visual identity for xneelo. The design team played a pivotal role in ensuring consistency in brand elements across all product interfaces.
WordPress Hosting Integration
Worked closely with developers to seamlessly integrate WordPress hosting into the product range. Collaborative efforts ensured that the new service aligned with the overall design language and user experience of the xneelo platform.
Conclusion
Challenges
The project reinforced the importance of collaborative adaptability in responding to dynamic market conditions. The collaborative efforts of the multidisciplinary team were instrumental in navigating challenges and achieving positive outcomes.
Navigated challenges associated with transitioning from the Hetzner brand to xneelo. Collaborative strategies involved marketing, design, and customer support to ensure a smooth and positive client experience during the rebranding.
Addressed the competitive landscape by collaborating with the marketing team to highlight xneelo's unique value propositions. The collaborative effort focused on creating messaging and visuals that set xneelo apart from competitors like Amazon Web Services.