Red Hat, a leader in open-source software, wanted to transform its developer portal from a resource hub into a dynamic platform that drives engagement and conversions. Faced with challenges related to conversion rates, user experience, and personalization, Red Hat partnered with Axelerant to achieve a comprehensive portal redesign.
When Red Hat approached Axelerant to revamp the information architecture of their developer hub, we knew this experience would be unique for our design team.
Working with some of the most technical minds in the industry presented its own set of exciting challenges and opportunities. This story highlights a design paradox with scenarios that are both good and seemingly contradictory seem to coexist, enriching various stages of the design process.
In our work with Red Hat, the paradox was clear: the project was both beneficial and stimulating due to the involvement of core technical experts. Their expertise provided invaluable feasibility analyses and helped identify design issues early, saving time and resources. This collaboration ensured our designs were not only innovative but also highly practical.
This technical focus also presented an opportunity to bridge the gap between functionality and user experience. Engaging with technical experts encouraged us to substantiate our design choices with solid data and best practices. This led to thorough discussions, ultimately resulting in designs that balanced technical feasibility with exceptional user experience.
Despite the challenges involved, our collaboration with Red Hat was incredibly rewarding. Our design team worked closely with Red Hat stakeholders to frame problem statements that translated business desires into practical features and visual effects.
This collaborative approach ensured that our suggestions were grounded in best practices and data-driven insights. Here are some of the core problem statements we developed together:
The initial stages of the project were akin to crossing the first hurdle in a race. We were new to the engagement, and Red Hat's emphasised on the Jobs-To-Be-Done (JTBD) framework. As we progressed, we realized that JTBD was crucial for aligning their business vision and capturing requirements from a business perspective while considering end users' needs.
So, why did we use JTBD?
JTBD is a framework that allows teams to document requirements from a business lens while factoring in how end users perceive and perform tasks. By capturing the emotional and behavioral aspects of job acceptance criteria, JTBD helps validate business intent against actual user needs, saving costs and reshaping functional requirements.
Red Hat's approach involved recording business perspectives first and then testing them against end user views. This controlled method ensured better ROI and more tailored user journeys.
During the initial phases, several activities contributed to creating a new information architecture for Red Hat's developer hub:
The collaborative UX design exercise resulted in several key improvements:
Our journey with Red Hat was a testament to the power of collaborative design and the strategic application of frameworks like JTBD. By balancing business desires with user needs, we successfully transformed the Red Hat Developer Portal, delivering a seamless, personalized, and conversion-driven user experience.
This project highlights the critical role of user-centric design in crafting exceptional digital experiences. By prioritizing developer needs, conducting rigorous research, and fostering strong collaboration, organizations can transform their platforms into powerful tools for driving engagement and business growth.
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