ServerTribe now AttuneOps is a developer optimisation solution mainly targeted at medium to large organisations that require server automation.
At ServerTribe, I worked at the director level as the VP of Brand, which essentially took on the responsibilities of Branding, Digital marketing strategy, and UX Design.
I Led a team in conducting competitive analysis and industry research to identify key opportunities in the IT automation market. Defined user personas and mapped customer pain points to inform strategic positioning.
Worked collaboratively to shape ServerTribe’s brand identity, ensuring alignment with market insights. Developed messaging frameworks and visual identity guidelines to create a cohesive brand experience across all touchpoints.
Defined the UX vision and strategy with a user-centered approach, aligning business goals with customer needs. Facilitated workshops with stakeholders to prioritize features, optimize workflows, and enhance product-market fit.
Directed the end-to-end design process, from wireframes to high-fidelity prototypes. Led usability testing and iterative design improvements to enhance engagement and usability. Ensured accessibility and consistency across the platform.
Worked closely with front-end developers to implement pixel-perfect designs. Established a scalable design system, ensuring a seamless and efficient handoff from design to development. Advocated for best practices in UI performance and responsiveness.
Before diving into branding, UX, and UI development, we needed a clear understanding of: Industry trends, Competitive landscape, User needs and pain points and Market gaps and opportunities.
This research laid the foundation for our branding, UX, and UI strategies, ensuring that ServerTribe was designed with a clear market advantage and a deep understanding of user needs.
Activities Conducted During Market Research are:
Conducted SWOT Analysis on key competitors to assess their Strengths, Weaknesses, Opportunities, and Threats.
Mapped competitors’ feature sets, pricing models, and customer satisfaction levels.
Identified gaps where ServerTribe could introduce unique value propositions.
Analyzed industry reports and market trends to anticipate future opportunities.
Led stakeholder interviews to gather internal perspectives on the market.
Conducted customer interviews and surveys to understand pain points, workflows, and expectations.
Developed detailed user personas, segmenting them based on their needs, behaviours, and roles (e.g., DevOps engineers, IT admins, and CTOs).
Created customer journey maps to visualise user frustrations and opportunities for improvement.
Assessed competitors’ UX/UI strengths and weaknesses, identifying areas for differentiation.
Conducted usability testing on competing products to understand user frustrations.
Defined ServerTribe’s unique selling proposition (USP) and key differentiators.
Worked with the team to align branding and UX strategy with market positioning insights.
Consolidated research findings into actionable insights for branding, UX, and product development.
Presented findings to stakeholders, ensuring alignment on business and design strategies.
Developed a research report that informed the UX and branding direction, ensuring a user-centric and competitive approach.
Based on market research and design research, we developed the Brand identity and Style guide, which formed a major part of the brand strategy we developed for ServerTribe.
The following elements are key aspects that we created prototypes for:
Critical research on domain availability, trademarks and regional business name availability was also done based on the key target markets defined in the market research.
The following are website prototypes developed from content provided by the sales and marketing teams. The following designs were created using Illustrator, Photoshop and Figma.
The user experience was refined constantly based on Agile development and feedback from sales and marketing teams.
The following prototypes were developed for a consumer-level target market, which later evolved into an enterprise-level target market by the sales team which is the currently active website version.
(Website Home Page)
(Website Feature Page)
All our research helped us develop a customer journey from targeted personas.
Mapping customer journeys helped us understand users’ decision-making process and helped us develop critical assets that might help them access essential information faster.
We optimized the ServerTribe website by implementing a data-driven approach to enhance both visibility and user experience. Our team conducted SEO audits, improving site structure, metadata, and content strategy to boost organic search rankings. We streamlined navigation and restructured the information architecture to ensure intuitive user flows. Using heatmaps and analytics, we identified friction points and iterated on the design through A/B testing, enhancing engagement and conversion rates. Performance optimizations, including faster load times and mobile responsiveness, ensured a seamless experience across all devices.
Though the software was good at what it did: “Server Automation” it was not intuitive enough for new development teams to adapt quickly. There was a need to redevelop the app to make it more intuitive and redefine the normal user flow on how they approach tasks.
Foundational research on how the application operated and its main functions were critical in developing and designing the UI.
Figma was used in developing UI Prototypes that were used collaboratively with UI developers and database engineers to create a newer version of the product.
(Figma Prototype for Attune Desktop App)
(Figma prototype two)