CASE STUDY
Redefining UX/UI for AI-Enabled Data Protection
Overview
Arcserve delivers AI-enabled cyber resilience and data protection, working with more than 30,000 channel partners and managed service providers across 150 countries, and serving customers such as Kawasaki, Sony, Bloomberg, and Naffco. When Arcserve merged with StorageCraft, the two organizations needed a single, modernized digital experience and an identity that could represent the combined brand globally, in multiple languages, while meeting strict IT/security standards and remaining self-serve by a marketing team . The solution combined a full UX/UI redesign, a new multilingual Drupal-powered site, a rebuilt brand and visual system, and an integrated AI assistant to support visitors directly on the site.
SUMMARY
Role
UX/UI Design, AI assistant integration, user journey mapping, website/brand architecture, design system governance, research/analysis, creative direction, product logo design, photography, videos, iconography, CRO, and SEO. Critical in bridging the gaps between UX design systems, brand guidelines, web style guides, product portfolios, tools/platforms and team collaboration throughout the merging of StorageCraft with Arcserve.
4 year engagement — from 2020-2024
Timeline
Tools
Figma, FigJam, Adobe Creative Suite (XD, Photoshop, Illustrator), Hotjar (now ContentSquare), Google Analytics, Drupal CMS, Asana, Visual Studio Code, JIRA.
THE CHALLENGES
User pain points
The Arcserve/StorageCraft merger meant two previously separate audiences, brand systems, and web properties needed to become one coherent experience without confusing existing customers or channel partners.
A multilingual site that could represent the merged brand consistently worldwide; a UX/UI direction aligned with executive leadership's vision for the combined company; a CMS (Drupal) the marketing team could fully manage without engineering support; and a security posture — particularly around demo requests and software trial sign-ups — that satisfied the development and IT teams' standards.
Business goals
Evidence
This was primarily a structural, merger related challenge (two design and brand systems needing to become one) rather than one measured through pre-redesign analytics; the improvement was instead validated after the launch.
(StorageCraft homepage prior to merger)
(Arcserve homepage prior to merger)
TARGET AUDIENCE & RESEARCH
IT and security decision-makers at SMBs and mid-market organizations evaluating cyber resilience, data protection, and SaaS backup solutions (for platforms like Microsoft 365 and Salesforce) — plus a large network of channel partners and managed service providers (30,000+ globally) who resell and implement Arcserve's solutions on behalf of end customers.
Insight was gathered through close collaboration with Arcserve's leadership, marketing, development, and IT teams, alongside an external agency responsible for the Drupal CMS implementation. Google Analytics, Google Ads, Google Tag Manager, and Hotjar (now merged with ContentSquare) were implemented specifically to surface behavior around every form-fill and data-request touchpoint on the site — showing where visitors were dropping off before completing a demo request or trial sign-up.
Target groups
Research methods
Key findings
Through this collaborative discovery process, some clear opportunity areas emerged: the site's language capabilities needed improvement to properly serve a global, multilingual partner and customer base, and security around demo/trial request flows needed strengthening — both became explicit top priorities carried into the design and development phase.
IDEATION & STRATEGY
Because this was a post-merger unification rather than a single-brand refresh, the core strategic decision was to design one coherent UX/UI and information architecture that could represent both legacy organizations under Arcserve's combined vision — rather than layering StorageCraft's identity onto Arcserve's existing site or vice versa.
Drupal CMS was chosen specifically so the marketing team could manage content independently going forward, while still meeting the development and IT teams' security requirements — a constraint that shaped both the architecture and the eventual analytics/form-security implementation.
Strategic direction
Platform strategy
AI-forward direction
As part of modernizing the UX, the strategy included introducing an on-site AI assistant ("Archie") to support visitors directly — reflecting Arcserve's own AI-enabled product positioning in the design of its own digital experience.
Cross-functional Collaboration
Rather than designing in isolation, the redesign was executed in close partnership with an external agency handling CMS implementation, alongside Arcserve's internal leadership, marketing, development, and IT stakeholders — ensuring the new architecture satisfied brand, usability, and technical requirements simultaneously.
UX/UI DESIGN & SOLUTION
A modernized homepage and site-wide UI were built to reflect the merged brand's positioning, supporting both the SaaS Backup product line and the broader data protection and cyber resilience portfolio.
Designed and implemented the full conversational experience — the chat launcher widget, conversation UI, typing indicators, suggested prompts, feedback options, and the escalation flow that routes visitors to sales or support when needed.
Homepage and core site design
Archie AI assistant integration
Brand and visual identity
Developed logo design, product logos, photography, video, iconography, color palette, and overall branding architecture, formalized into brand guidelines published in both English and Japanese to support Arcserve's global markets.
Multilingual architecture
The Drupal-powered site was built to support multiple languages, directly addressing the language-capability gap identified during discovery.
Security-conscious UX
Form-fill and data-request flows (demo requests, trial sign-ups) were redesigned with fewer steps and links to navigate, while still meeting the security standards required by IT — treating conversion optimization and security as complementary goals rather than a trade-off.
RESULTS & LEARNINGS
Measured Outcomes, Not Just Aesthetics
+86%
Increase of 86% in page views resulted within first year of STC & Arcserve merger with the entirely new UX/UI and optimized Arcserve DX.
+42%
Mobile performance increased 42% YoY after the STC & Arcserve merger and the redesigned Arcserve website was launched.
+56%
Conversion rate increased 56% over non-personalized content in its first year after my Arcserve team launched a website personalization program.
CONCLUSIONS
What went well
Treating the merger as an opportunity to rebuild the UX/UI and brand architecture from a shared foundation — rather than patching two existing sites together — evidently paid off directly in the post-launch numbers, particularly the conversion and mobile performance gains. Building analytics (GA, Hotjar) directly into every form-fill touchpoint gave the team concrete, ongoing visibility into where visitors were succeeding or dropping off, rather than relying on assumptions.
More time spent detailing pre-launch baseline research such as specific user interviews and usability testing. A more in-depth analysis with insights further quantitative insights from GA and qualitative analysis using session recordings, heatmaps, frustration metrics such as rage clicks and dead clicks. AI summaries and additional behavior trends would have been able to turn more data questions into instant answers.
What could still improve
What are the problems your users are facing actually costing your business?
Let's explore how we can remove complexity from your digital experience and turn it into a high-performance system which has measurable impact for your organization.
Crafting experiences that drive measurable impact and invoke a genuine lasting connection with the brand.
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