Persona 01
The retail broker.
Adam Campbell, 43, lives in Outlook and Excel. Wants less manual data entry and more time to advise clients.
Client-facing
Deadline-driven
Speed-first
Uvation
We redesigned Uvation's marketing site end to end, from UX audit and information architecture to enterprise-grade visual design and content, built to pull in enterprise buyers.
MPL Gaming
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Real-money Platform
·
U.S. Market
At a glance
A five-week redesign, workshop to handoff.
W1
Drag / scroll →
TEAM
6 specialists
Strategy, design, content, QA, front-end
TIMELINE
5 weeks
Workshop to final handoff
OUTPUT
Full redesign
IA, wireframes, visual design, content
HANDOFF
Dev-ready
Figma file, built for the client's dev team
The Client
A global IT, security, and cloud company, selling to the enterprise.
Uvation is a Dallas-based technology company, founded in 2010, that sells personalized IT to enterprise buyers: managed security, data-center and SOC-as-a-service, cloud hosting, and hardware, alongside an online marketplace.
At the time of our engagement it ran a lean, engineering-heavy operation with a global footprint and benchmarked its digital presence against enterprise players like IBM. Its marketing site, though, had not kept pace with the company behind it.
2010
Dallas, Texas
IT & cloud
Security, hosting, data centers
Enterprise
Technology and IT teams
The Challenge
A capable company with a marketing site that undersold it.
Uvation was competing for enterprise technology budgets with a dated WordPress site that generated few leads and told no clear story.
Problem 01
No inbound funnel.
The marketing site did little to capture or qualify enterprise leads. Uvation needed a clear path that turned visitors into a pipeline of new business.
Problem 02
A portfolio buyers couldn't parse.
Uvation's strongest services, from managed security to cloud hosting and data centers, sat buried. Prospects couldn't quickly see what the company offered or why it mattered.
Problem 03
No shared design language.
With no in-house design function, Uvation's pages and products had drifted apart. They wanted one visual system, credible enough to stand next to enterprise players like IBM.
Our Role
Design and strategy, workshop to handoff.
01
A one-day strategy workshop to align on goals and success criteria
02
A full UX audit of uvation.com against enterprise competitors
03
New information architecture and sitemap for the marketing site
04
Wireframes across the core marketing pages, built mobile responsive
05
Two art-direction routes, then final enterprise-grade visual design
06
Website content developed alongside the UX audit and workshop
07
Design QA and a Figma handoff package for Uvation's dev team
08
Research
Before any pixel moved, we learned the industry.
Arqu recruited the people who live in this market. We interviewed six in discovery, then kept testing with brokers through every sprint, so the redesign started from their reality rather than our assumptions.
01
6 · Discovery interviews
Everyone named the same enemies.
Across two retail brokers, two wholesale brokers, and two carrier-side leaders, the same pains surfaced: manual data entry, too many middlemen, and no transparency. “Everyone is overworked because they are all doing manual data entry.”
02
2.5+/3 · Efficiency in testing
The redesigned flows tested well.
In moderated testing, the Programs sub-flows scored 2.5 or higher out of 3 on efficiency. Users singled out the side-by-side bind scenarios: “simple, and all presented graphically in an easy way. Just pick the option and that’s it.”
03
Excel · The benchmark to beat
The bar wasn't a rival product. It was a spreadsheet.
Every user confirmed the platform was unlike anything they’d used, and better than the tool they default to. “We use Excel, and this is a lot more intuitive than that.”
One product, three sides of every deal.
Persona 02
The wholesale broker.
The market-maker in the middle, juggling programs, submissions, and carriers at once. Every manual step is time taken from placing business.
Programs
Submissions
Manual-heavy
Persona 03
The carrier.
Underwriting the risk. Wants clean, well-packaged submissions and transparency into why a deal was won or lost.
Wants proof
Better inputs
Faster decisions
Design the complexity down, don't hide it.
Wandr distilled the research into three moves that guided the redesign.
01
Model.
Meet existing mental models. Users came from Excel and Outlook, so the redesign borrowed the structure and language they already trusted rather than inventing new patterns.
02
Sequence.
Order the work by impact. We started where the value was highest, the Programs and Submissions flows, so the earliest design moved Arqu closest to first revenue.
03
Prove
Test every flow, then iterate. Each sprint ended in moderated user testing with brokers, so discoverability issues were caught and fixed before handoff, not after launch.
Principle 01 of → Continue scrolling
Screen 01 of 08→ Scroll horizontally
Outcomes
What the work moved.
By the end of the engagement, Arqu had a research-backed redesign of its core flows, a reusable design system, and a marketing site built for the raise ahead.
01 · TESTING
2.5+/3
Efficiency across the tested flows · via moderated user testing
02 · EVIDENCE
6
Industry experts shaped the redesign · discovery, plus per-flow testing
03 · SYSTEM
1
Design system delivered at handoff · kept the product coherent as it scaled
04 · TRAJECTORY
$10M
Series A raised, 2024 · company milestone, led by Crosslink Capital
Efficiency figures are from Wandr's moderated user testing of the Programs flow with five wholesale brokers. The Series A is a company milestone reached after the engagement, not a design-attributed result.
Client Voice
In their words.
“
Today was the last day of our engagement and I wanted to thank you for putting together such an amazing team. We could not have asked for a better experience and outcome. We look for long-term partnerships, and we hope to engage again in the not-too-distant future.
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Title · MPL Gaming
