Dgraph website redesign

Building a community-driven business from the ground up.

Web and mobile

Web Design
User Experience

Project overviewDgraph Labs, the #1 open source graph database, strives to turn soiled data across complex data structures into real-time intelligence.

As a Design Lead, I was tasked to take on the company's website as a product.

This project included collaboration with key stakeholders across the leadership team and other departments, plus consumer behaviour analysis, consumer feedback, and a/b testing.

Outcome overview

Increased Google impressions by 161% and organic traffic by 135% in six months.

Increased Dgraph Cloud sign ups by 95% in six months.

Increased enterprise leads by 800% in six months.

Dgraph Homepage
Challenge #1

Content and products that had outgrown its website

With a website designed for a smaller content based site, Dgraph ran into an issue when their content and products grew.

Encountering problems like running out of sections or organize new content, inability to direct users to new content, and losing users in a maze of pages without a clear path was affecting Dgraph negatively and leading to high bounce rates.

Challenge #2

Updating an old website to fit a new brand

Dgraph's most recent branding left the company with an out of date, over-simplistic website. My goal is to apply a new identity that is modern, user friendly, and visually engaging.

Challenge #3

From website traffic to product users

Having work alongside both the Marketing and Product team, it became obvious that there was a missing piece between the two. Despite having engaging content on the website, a user flow that nudges a user to sign up is missing.

Strategy + Planning

Finding Dgraph's voice

Dgraph's website was previously feature-centric – an approach that was fine for promoting open-source offerings. But as the company expands to paid and enterprise products, we needed an outcome-centric approach.

Around that new positioning, I built a tenacious, resilient, and versatile identity.

Design Elements

Merit badge brand application

One of the main elements I used to add cohesion throughout the site was incorporating 3d badge-like illustrations for our vanity metrics.

Visual Direction

Building a brand from ground up

As the only designer of a rapidly growing company, I have developed a brand guideline to ensure that cross functional teams communicate a coherent brand voice.

A/B Testing

When in doubt, test it out

Through vigorous A/B testing messaging and designers, the team ensures that any website changes are not driven by the most opinionated and vocal employees, but instead by actual data, allowing our users themselves to guide us toward the experiences they love.

Hotjar: User Behaviour Analysis

Understand how users really experience our website

As an on-going task, I analyze user behaviour through Hotjar and propose actionable recommendations to further optimize our website.

This includes uncovering where user attention drops, observing behaviour changes after A/B tests, and making sense of web analytics.

If I were to only share one thing I've learned

It's definitely not easy to attribute specific design efforts to business outcomes, but looking at how Marketing measures impact is a great start. For years, Marketing has developed attribution models to understand the impact a particular asset have on driving positive behaviours. Design needs more of that.