Hardwire
Landing Page

The Problem

For over ten years, the Hardwire team has developed, tested, and fielded armor to protect against a variety of threats for our military. Now they have created a bulletproof barrier for students and children who are at risk of gun violence in school. Since their expansion, they've struggled to maintain sales and gain momentum with consumers.

  • Focus
  • Design a landing page that will provide parents a sense of safety and emotional confidence.
  • Timeline
  • ~2 months for strategy, discovery, and design.
  • Role
  • As the Lead UI Designer I was responsible for building the concept and gathering approvals.
  • Team
  • Project Manager, Account Manager, Creative Director, and Copy Writer.
Understanding the Problem

To understand where their current brand was underperforming, I conducted an comparison of their current website and their target audience. Overall, I discovered that their current brand does not connect with their customers' desires.

01

Customers are avoidant of hot topics

Many customer avoid thinking about unpleasant facts and are unwilling to recognize or acknowledge the dangers of gun violence in schools.

02

Politics Play a Role in Gun Regulations

Customers are concerned with supporting or taking a political side on gun violence. Likewise, they may feel social pressure from their communities.

03

Environmental Factors

The companys strong military history may make it difficult for customers to imagine their children using or needing military grade products for safety at their school.

About the Audience

Focused on consumers who would be interested in purchasing the blueproof backpack insert, mainly parents with children who go to public schools.

I'm looking for a product that will help me sleep a little better at night.
  • Needs a company that they can trust
  • Needs peace of mind for their child's safety
  • Needs to feel confident in their decisions
  • Tired of lack of security at schools
  • Sensitive to political news or topics
  • Emotional about opinions on gun laws
Creating the Landing Page

We sought to create an introductory landing page for bullet proof barriers, without taking a political side or scaring customers with the reality of gun violence. The key was to create an approachable concept that appealed to protective parents as well as early tech adopters, making barriers seem like common household safety products.

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