ServerTribe

ServerTribe now AttuneOps is a developer optimisation solution mainly targeted at medium to large organisations that require server automation.

At ServerTribe I worked a the director level as the VP of Brand, which essentially took on the responsibilities of a Digital design lead.

I looked after all aspects of the creative process, from Market research to Brand development and later on User Interface design that was based on much of the strategy work we did during the discovery process.

Key Areas of contribution:

Market research

Branding

UX Strategy

UX UI Design

Market Research

Conducting foundational research on the current IT Automation market was a critical initial phase of this project. This research provided valuable insights into industry trends, emerging technologies, and competitive landscapes, laying the groundwork for informed decision-making and strategic planning.

Foundational research included:

SWOT analysis

Sales inghts across target markets

A comprehensive study of current automation software and its use in IT infrastructure

User and developer research on the current platform

Customer Journey

All our research helped us develop a customer journey from targeted personas. Mapping customer journeys helped us understand users’ decision-making process and helps us develop critical assets that might help them access critical information faster.

The Branding

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:

  • Brand names
  • Brand Colours
  • Logo Design
  • Typography
  • Associated graphics

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.

Website UI / UX Design

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.

(Illustrated Website Prototype)

(Illustrated Website Prototype)

UI Design Application

The UI was initially built by development engineers who are currently using the existing application.

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)