Reimagining Hive HomeShield through crafted storytelling
Hive is the UK's number one smart home provider with over 1.8 million customers. Using the Hive app, customers can control a range of internet-connected devices such as a thermostat, lights, plugs, motion sensors, window and door sensors and cameras.
HomeShield is a brand-new smart alarm system that helps you deter intruders, monitor your home and control your home security – all from your smartphone.
I was tasked with redesigning the Hive HomeShield website to align with the design direction of the app, as part of a digital transformation project. This aimed to unify all design streams under one system for easier management from a brand, strategic, and development perspective.
HomeShield's target audience was millennials and families, with an emphasis on advanced tech adopters who were likely to use the product to make their homes smarter and more secure.
We found a lack of clarity and explanation around HomeShield features and subscription pricing in the existing design templates based on user feedback. To address this, we proposed a design solution that repurposed these templates to showcase HomeShield features and provide more transparent subscription information.
We studied competitors to understand their positioning and design execution but took inspiration from Apple and Google's approach of telling a product's story through design. This helped us create a compelling narrative for HomeShield, which was aimed at millennials and families, specifically advanced tech adopters.
Based on our findings we established a series of questions that helped to design a better website experience:
How might we elevate the design to feel more engaging and immersive?
How might we use storytelling methods to showcase HomeShield's features?
How might we inspire all stakeholders on the new visual direction of the website?
The user story flow and content strategy were developed in tandem to ensure the experience met our business and customer goals.
We redesigned the content to prioritise the basic user needs, with a focus on highlighting key features, family messaging, and pricing to effectively communicate with our customers.
We crafted the HomeShield story by asking customer-focused questions and prioritising them through rapid prototypes. To refine the flow, we conducted lightweight guerrilla testing with colleagues. Our aim was to communicate the key areas of HomeShield, including features, family messaging, and pricing, effectively through design.
We redesigned the experience to be more visual and immersive by using video content, photography, and animations while following our design principles (Thoughtful, Elegant, Delightful). The neutral colour palette allows customers to focus on the content and call to actions.
We collaborated with the marketing team to influence the creative direction of some film scenes, ensuring consistency of the brand and app experience.
As lead designer for HomeShield on app and web, I worked with stakeholders to improve design across all work streams. Our web case study applied app design principles successfully, using animations and considered content to capture customer imagination.
