DuPont Fabros Technology is an industry leader in providing outsourced data center management services. Some of the most premium global companies entrust DFT to power, cool, and protect their servers and IT assets - a responsibility that is not taken lightly in a world where connectivity and up-time are key.
DFT knew it was time to evolve their web presence to reflect the preeminence of their brand and give them an edge amongst their competition. We got to work with the following goals in mind:
- Keep their brand colors - but mature their visual presence by incorporating a new logo, updated typography, and highly-stylized interior photos of their data centers
- Lead users quickly and easily to the information relevant to their role/need, whether that be description of features, the latest piece of news, or technical specifications for a specific data center
- Provide new, unexpected ways to interact with their website
- Implement an easy-to-use admin interface so that the DFT marketing team can keep content fresh and grow their body of resources
The project started with several deep dive conversations with DFT’s marketing, IT, Engineering, and HR teams to identify pain points of the old website, strategize remedies to those frustrations, and identify business goals that should be incorporated into the new website.
These conversations - and a survey of competitor's websites - gave us the insight needed to craft a site architecture that would allow DFT’s target audiences to identify with a business need and then be directed to the appropriate service offering solution.
We also worked with DFT to design and build an interactive experience that gives site visitors a peek into the inner workings of DFT’s newest data center in Ashburn, VA. This experience gives context to the specs and features described in text on the website and relays the particularities of DFT’s data center design. Often, these small differences are the decision making factors for engineers and IT professionals tasked with selecting a data center to keep their business operational.
The new website went live in November 2015 and we’re continuing to work with the DFT team to make enhancements to the site and roll out the new branding across supporting marketing and outreach platforms.
Partnering with LookThink, we created an effective user experience based on persuasive architecture that helped us not only enhance our engagement with key target audiences, but also improve upon our KPIs and digital conversions.
-Mark Freeman, Senior Director, Marketing