Middleware builds engineering intelligence for software teams. When we started working together, the product was further along than the website, and the site wasn't doing the product justice.
We redesigned middlewarehq.com end to end: structure, copy hierarchy, and visual system. Developer tools are bought by skeptical people, so the priority was clarity over cleverness. Say what the product does, show it working, and remove anything that gets in the way of that.
After the website, we moved into the app itself. We ran user research, set up tracking, and used the analytics to decide where design effort would actually matter. That work covered three areas:
Usability. We fixed the parts of the app where the data showed people getting stuck, rather than working from assumptions.
Onboarding. We rebuilt the path from signup to first meaningful insight, since that first session largely decides whether a tool gets adopted. Activation improved by 23% and week-4 retention went from 31% to 38% over the following quarter.
New features. We researched, designed, and tested several new features that shipped into the live product.
The website redesign and the product work were done by the same team, which meant decisions made on the marketing side carried through into the app instead of getting lost in a handoff.
middlewarehq.com ↗