Overview
Multiply had a strong business foundation but a weak digital presence. The company offered valuable, data-driven cloud services, yet its website failed to communicate that clearly. Julien, the founder, reached out with one goal in mind: make Multiply’s message as sophisticated and dependable as its product.
The challenge
The existing website looked dated and dense. The structure didn’t guide users toward understanding the value proposition or taking action. In a space filled with technical jargon, we needed to translate complexity into clarity and trust.
Key objectives
- Redefine Multiply’s visual identity to reflect modern simplicity and credibility.
- Design a responsive website that converts visitors into leads.
- Rebuild the complex pricing tables and onboarding for clarity across devices.
- Use visual storytelling to make abstract technical features intuitive.
My approach
Refreshing the identity
Multiply’s logo had potential, but it needed refinement. Instead of reinventing it, I modernized the existing mark, improving proportions and type harmony while aligning it with the new, minimal visual system. The updated logo now felt as clean and confident as the redesigned website.
Designing for responsiveness and clarity
Data-driven content often breaks the usual responsive rules. The pricing table was the biggest challenge: on desktop, it needed to display all plans at once; on mobile, that same layout would become unreadable.
The solution was to rethink the structure per viewport, not just resize it. Desktop users got a clear side-by-side comparison, while mobile users saw a simplified “definition list” format, preserving hierarchy and readability without horizontal scrolling.
Simplifying onboarding with a stepped flow
Multiply’s onboarding process required guidance without overwhelming users. I designed a three-step process inside a modal window, accessible from anywhere on the site. This separated it from the navigation hierarchy and allowed new users to start or resume their journey seamlessly.
Visuals to explain the invisible
Multiply’s product features were powerful, but too abstract to be easilly understood. To communicate their value, I designed a series of technical illustrations that made invisible data processes visible and understandable. These visuals offered an “aha” moment that text alone couldn’t provide, bridging the cognitive gap between what Multiply does and what customers need to know.
Outcomes
Within days of launching the new site, customers reported a clearer understanding of Multiply’s services and smoother navigation through pricing and onboarding. The brand perception shifted from technical and dated to professional and trustworthy—a visual reflection of the quality Multiply had all along.
