Making HSM Security Easy to Evaluate: Portal Design & Content Journeys (2019–2020)
A specialist product doesn’t sell itself. The path to it has to. Through VentureSkies, I designed the portal experience and managed HubSpot content that guided technical buyers from first search to a real conversation with Utimaco.
My role: UI and visual design, information architecture, HubSpot content and landing-page management, and coordination of the form migration. I handed designs to developers for build and reviewed the implementation against them; I did not do the production coding.
Project at a glance
Problem
A large library of technical content and several kinds of buyer, with no clear route from reading to acting.
Contribution
UI and visual design, information architecture, HubSpot portal management, landing-page journeys, content presentation, form-migration coordination and implementation review.
Solution
One portal structure with two clear doors—Try the free simulator or Buy via a quote—and content journeys leading to each.
The challenge
Hardware Security Modules are a specialist subject. The portal needed to serve visitors at different stages of research: people comparing products, exploring applications and industry use cases, reading technical resources, registering for the HSM simulator, or preparing to speak with the Utimaco team. The experience had to make a large volume of technical material easier to browse while maintaining a consistent brand presentation across pages, forms and content formats.
What we designed and structured?
HSM portal experience: clear routes between solutions, products, services, applications, industries, downloads, partner information and thought leadership.
Resource journeys: landing pages for white papers, e-books, data sheets, webinars, case studies and event content.
Simulator and enquiry flows: visible pathways to register for evaluation, request a demonstration or consultation, subscribe to updates, and ask technical or commercial questions.
Content hub: topic-led blog structure connecting eIDAS, Payment, PSD2, Cloud, HSM, Post-Quantum, Banking and Blockchain content with useful next steps.
Newsletter publishing: branded HubSpot layouts that brought together current articles, resources, product information and event updates.
Content Audit
Review HSM products
Group technical resources
Identify priority topics
Check existing forms
Portal Design
Create page layouts
Apply HSM visual style
Design clear calls to action
Keep navigation simple
Journey Mapping
Map buyer questions
Connect related content
Plan engagement paths
Define conversion actions
HubSpot Publishing
Build landing pages
Manage content modules
Test forms and redirects
Publish newsletter content
Collaboration and credits
Project collaborators
Making complex HSM content easier to use required a joined-up effort across strategy, design, marketing, forms, and development. VentureSkies shaped the content direction and customer journeys; Deepaul Studio created the portal pages, landing-page patterns, and calls to action; Utimaco supplied product, campaign, and compliance context; Deloitte Digital supported Pardot forms and testing; and development partners implemented the experience.
The result gave visitors clearer ways to move from first exploration to informed action. They could compare products, understand applications and industries, and find supporting articles and resources in one consistent structure. White papers, e-books, webinars, and case studies were easier to browse, while routes to simulator registration, downloads, newsletters, demonstrations, and conversations were visible where they mattered.
Behind the scenes, the team audited existing forms, mapped white-paper and webinar journeys, connected resource pathways, and checked redirects and subscriptions. This created a more connected publishing ecosystem for the team and a simpler route through complex information for users.
Strategy & content
Ulrich Scholten
VentureSkies
Form integration
Paulina Kiedrowicz
Deloitte Digital
Portal UI design
Paul Abraham
Deepaul Studio
Utimaco marketing
Cayan Yorulmaz & Zozan Keskin
Utimaco
Common goal
The people
Making a complex HSM portal easier to use required close collaboration across content, design, marketing, forms, and development. Ulrich Scholten helped shape the content direction and customer journeys. Paul Abraham turned that direction into a clearer portal experience, from UX and structure to landing pages. Paulina Kiedrowicz supported the form setup and quality checks, while Cayan Yorulmaz and Zozan Keskin kept the work aligned with Utimaco’s marketing needs and stakeholder feedback.
Have a complex product to explain?
Let’s craft clear digital journeys to the rescue!
Websites, content journeys, landing pages, and sales materials can bring complex products into one clear, consistent experience—helping technical and B2B brands communicate with confidence and support meaningful customer conversations.
Outcome
Outcome (2019–2020): Free resources became the main lead source. In the HubSpot form data, gated white papers, e-books and case studies converted 27.7% of form viewers (65 submissions from 235 views), versus 0.55% for the general contact form (42 from 7,648)—about 50× higher. Resource downloads accounted for roughly 72% of all tracked form submissions. I audited 52 form entries and coordinated the migration of 24 forms to Pardot, with double opt-in and consistent file handling.
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