DreamHost, an award winning web-hosting and cloud services company, is a well known name in the web development community, earning the trust and business of hundreds of thousands of web developers. Their latest product, Remixer, was aimed at helping them grow their audience to people with limited design or technical skills by enabling them to publish great looking websites using pre-made components and customization tools.
The challenge was to present the Remixer workflow and experience in an intuitive and easy-to-grasp way that encouraged usage and movement of users towards the publication of their new websites. First and foremost, ZURB needed to find a way to create confidence for non-website designers to feel comfortable using their tool.
Through several rounds of interviews, user testing, and ideation, we came upon a Design Insight that went against our intuition: