Responses by Paul Evangelista, senior design lead, and Valerie Craig, senior director of branding and marketing, Uptake.

Background: Uptake is a leading provider of artificial intelligence and Internet-of-things software for industrial companies. Our site’s number one goal is to speak to industrial chief executive officers, chief information officers and maintenance operators to share application and platform information, along with customer success stories. Given that our business site is a complicated one, we also leverage our website as a place for consumers to learn more about our company and educate themselves through our blog and thought leadership.

Design core: One of our goals was to breathe fresh air into a staid industry. As the site would be our company’s first impression for most people, the fluid interaction animations; bold, provocative typography and messaging; a mosaic grid that enables interesting organizations of information; and a striking color palette communicate that we stand alongside the people who solve the hard problems and build what comes next.

Favorite detail: Our interactive platform diagram echoes the modularity of our technical stack. Typical iterations of platform diagrams show an “open fridge” approach, displaying technologies laid out in boxes inside of boxes with no way for the average user to know how it all works. We are proud of our platform page because it takes the complex aspects that make up our platform and visualizes them in a way that is digestible for the user. It’s designed for the user to dive deeply into each aspect while showing them how they relate to other aspects without losing sight of where they are in the overall platform.

Navigation structure: The navigation is built in a way that enables users to jump to any page using the slide-out drawer in the top nav. We also used the drawer as an opportunity to surface relevant content or featured stories. The site keeps the user engaged by continuing to curate related content throughout the site. What makes us unique is the vast number of data we have in different industries that feed into our data science models. Our goal through our navigation is to give users a snapshot of why we are the source of industrial intelligence.

Technology: Our site is built on Craft CMS, which we find incredibly robust. It enables us to keep a dynamic design while making it very easy for anyone on our team to add new content by using predesigned modules with different layout options. Craft CMS enables us to seamlessly develop and manage other external and customer-facing microsites.