IoT Website Design Reflection: Hitachi Vantara

IoT Website Design Reflection: Hitachi Vantara

Most of the IoT clients we sign require a website from scratch or a redesign. For that reason, we spend a lot of time strategizing and developing ideas for new and innovative websites. Any good designer spends a lot of time researching competitors and successful website designs. During this process, we see a lot of great website and a lot of horrible ones. IoT pretty much runs the gamet. And we get it - there are so many factors that go into creating and developing a website. Things like budget, time, and lack of resources can really hinder the final product. 

I spent some time last week speaking about a successful design by Telogis. This gave us a wonderful example of what can really work for a company when it comes to their website. This week, we are looking at Hitachi Vantara which I will dare to say isn't as great. Here are some improvements the company could make in order to get their message across more clearly: 

It Needs Some Modernization 

When it comes to IoT, if you aren't representing the future, you are behind. With the rapidly changing climate of the Internet of things World, you have to be ahead of the rest. I really have no idea when this website was created but I think it could use some updates that would help make it feel a little bit more modern. Some of the use of iconography and graphic elements are outdated and when this happen, it makes the company feel outdated. 

This emphasizes the importance of having a marketing agency that is with you every step of the way ready to analyze and improve your site with time. This way the design is growth driven instead of a stagnant piece of material you never change. This is key for a company in the tech space that is always striving to be down with the latest trends and advancements. 

Less is More

I'll just keep saying this until I feel like the message has been heard. When it comes to the content of your site, if you have too much, people will feel overwhelmed and less likely to make a decision about your product.

Our testing has show us that a large majority of users isn't reading your content. So we've learned that it's best to keep content short and impactful. This way people are understanding the hierarchy of information and reading what they need to move along in the buyer's journey.  If done right, large headlines with impactful photography and videos will be enough for someone to see what you do and decide whether or not they want your product. 

I think Hitachi has a few too many things to look at here. When I got to the site, I immediately took everything in with a short scroll all the way to the bottom. At the same time, I gathered no actual information. This is what too many words and graphic elements does on your site. 

So when a designer is working on your website, continually shave down until only the most important and impactful information remains. You want to stay somewhat mysterious so they feel compelled to continue and reach out. Anything else they need to know they can learn from a sales representative at your company. 

Lack of Personal Elements

Another of our improvements over time has been moving more towards this customer-centric approach. So when we write content for a company, we focus more on what we can do for a customer instead of what we do. You might be thinking what's the difference? Well, we think a lot of companies say "We do _______" instead of saying "Are you struggling with this? We help with that!" So it requires flipping the thinking from a company-centric approach to a customer-centric approach. 

We find this is much more successful and allows the customer to really feel as if we know and understand their pain points. This messaging can be emphasized with successful photography and videography too - using more images of people and trying to find images with a good use of direct eye contact. 

It never hurts to add a personal and friendly touch to your content and design elements. Even CTA's can be more customer driven by voicing an action that they may want to take in a more personal way. 


As I clicked around on Hitachi Vantara's site, I wasn't entirely disappointed. They are doing a few things right and have a good organization of information. But I wanted to focus on some improvements they could make to help their conversions even more. With just modernizing the design elements, taking some content away, and updating some copy, I would bet that they would see many more conversions. 

These are the small but vital considerations that can bring your and many other websites to the next level. So why not take them? It doesn't add to the quantity of the work you have to do but it vastly improves the quality. 

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