The people going to Seagate’s website are overwhelmingly consumers.
How does a business-to-business technology company act like a consumer brand?
But Seagate is organized around its “Core” business, selling millions of internal hard disks to manufacturers like Dell and Apple.
Can we market technology without pairing glossy devices with cheesy stock photos of people doing mundane activities?
Connect Seagate product features to their end-user benefits.
Combine product showcase: technology, with real examples of the product in use: lifestyle.
Make a literal connection that suggests many uses.
Prove the promise with editorial content that tells real, engaging stories and let users to share their own.
The product brought to life.
Be bold with the pro products. Don’t pander.
Connect it to a “pro lifestyle” using the real blog content case studies, integrate them into the product story.
Back it up with clear, easy to use support.
But they weren’t ready to implement this scale of change.
So we shifted the design to clarify, but not replace, their existing content and retain some of their cherished elements.