Case Study / Hostway / 2016
Hostway Magento Product Launch & Growth Campaign.
Cross-functional UX/UI and digital marketing for a managed Magento product launch, translating technical hosting services into buyer-focused web experiences and scalable sales enablement.
Hostway was preparing to launch cloud and managed Magento offerings while retiring legacy shared-hosting products and redesigning its broader website. The work had to move forward inside an existing navigation and page structure without losing clarity for buyers.
I partnered with Web & Apps, Product Management, Product Marketing, and Sales Enablement to turn a technically complex offer into a connected product story across web pages, launch materials, trade shows, and sales collateral.
The experience served two distinct audiences: system integrators managing Magento implementations for clients, and merchants running their own stores with limited internal IT support.
- Lean UX Workshops
- Site Audits
- Requirements Gathering
- Wireframing & Prototyping
- UX/UI Design
- Visual QA
- Cross-Functional Collaboration
01 · Product Launch
Launching a managed Magento product line.
The new product line introduced cloud and managed-server options as Hostway retired its legacy shared-hosting eCommerce products. The launch was timed for the Magento Imagine 2016 conference, which made coordination across product, marketing, sales, and web teams essential.
I designed within the existing website framework while helping buyers identify the hosting model that matched their technical needs. The page hierarchy moved from broad value to platform benefits, proof points, product comparisons, and clear paths to a specialist or demo environment.
- Support two buyer types
- Explain cloud and managed options
- Work within legacy navigation
- Coordinate web, product, and sales
02 · Buyer Confidence
Making technical value easier to evaluate.
Both audiences cared about page speed, scalability, uptime, migration risk, and accountability, but they evaluated those concerns from different levels of technical confidence.
I translated infrastructure details into a clearer page hierarchy, product comparison, architecture visualization, and benefit-focused messaging. A demo store let prospective customers experience speed and performance firsthand, while certified support and migration services reinforced Hostway's Accountability-as-a-Service positioning.
- Performance and uptime
- Scalability
- Migration support
- Security and monitoring
- Clear service accountability
03 · Lead Generation
Designing around outcomes, not infrastructure alone.
While the managed offering was still in development, Hostway needed to generate demand for custom Magento implementations. I designed a long-form product page around customer outcomes including reliability, performance, security, support, and business continuity.
Benefit-led messaging and focused calls to action gave prospective customers a direct path to a Magento specialist. Without PPC or campaign traffic driving visitors to it, the page became one of Hostway's highest-converting product pages sitewide.
Design principle 01
Lead with the business consequence.
Reliability, speed, and security mattered because they protected revenue and customer trust.
Design principle 02
Keep the next step unmistakable.
Focused calls to action connected interested buyers directly with Magento specialists.
04 · Sales Enablement
A reusable system across events and cloud offerings.
Hostway had previously developed a different visual theme for each trade show, creating inconsistent brand presentation and requiring booth graphics and collateral to be rebuilt for every event.
I created a modular system with reusable booth graphics, messaging structures, and product collateral that could adapt across products and business units. The same visual language extended into sales sheets for Managed Magento, Virtual Private Cloud, and related services.
Outcomes
What the work supported.
over 12 months
product pages without PPC
in the first half of 2016