Hydrogen HQ
Overview
HydrogenHQ is an advanced HR and payroll solution tailored for modern businesses. This case study highlights how we revitalized HydrogenHQ’s online presence through an engaging website design and a strategic social media campaign to enhance brand awareness and user engagement.
My contribution
Product strategy Branding Web Design Social Media Graphics
The team
1 × Product Manager 2 × Product Designer 1 × Brand & Visual Designer
Year
2023

Process
Project Overview
Challenge
How do you communicate the value of a complex HR and payroll software solution through a visually appealing website and a targeted social media strategy?
Objectives
- Redesign the website to reflect HydrogenHQ’s modern and innovative brand.
- Improve user experience, emphasizing product benefits and ease of use.
- Develop a cohesive social media strategy to boost engagement and attract leads.
Research & Discovery
Understanding the Target Audience
To ensure the project’s success, we delved into the needs of HR professionals, small-to-medium business owners, and enterprise clients:
- Pain Points: Difficulty navigating traditional payroll software and HR tools.
- Expectations: A streamlined, intuitive, and visually engaging digital experience.
- Competitor Analysis: Identified strengths and gaps in the market to position HydrogenHQ effectively.
Key Insight: Potential users valued simplicity and transparency in both product communication and visual design.
Website Redesign
Approach
The website redesign focused on balancing aesthetics with functionality, ensuring that users could easily understand the product’s value.
Key Features
- Modern, clean design: A polished layout with ample white space to enhance readability.
- Interactive elements: Clickable demos and dynamic features to showcase the software in action.
- Mobile optimization: Ensured seamless navigation across all devices.
- Clear calls-to-action: “Request a Demo” and “Learn More” buttons strategically placed throughout the site.
"We wanted the HydrogenHQ website to feel like an extension of its product—sleek, approachable, and incredibly easy to use."
Social Media Campaign
Strategy
The social media campaign focused on creating a consistent brand voice while driving interest in the product:
- Content pillars: Education (HR tips), product features, and user success stories.
- Platforms: LinkedIn, Instagram, and Twitter to target professionals and SMB owners.
- Visuals: Bright, engaging graphics and short-form videos that simplified complex concepts.
- Engagement tactics: Polls, Q&A sessions, and live product walkthroughs to interact directly with the audience.
Key Campaigns
- "Payroll Made Simple": Highlighted how HydrogenHQ reduces payroll processing time with short explainer videos.
- "HR Challenges Solved": Shared real-life success stories of clients who streamlined operations with HydrogenHQ.
"Our goal was to demystify HR tech and show how HydrogenHQ makes life easier for businesses."








Outcome
Results & Impact
Website Redesign
- Increased engagement: Bounce rates dropped by 30%, and average session time increased by 40%.
- Lead generation: Sign-ups for demos doubled within three months of the redesign.
Social Media Campaign
- Boosted visibility: Achieved a 50% growth in followers across all platforms.
- Improved engagement: Campaign posts had an average engagement rate of 12%, exceeding industry benchmarks.
- Lead conversions: Social media drove 35% of new demo requests during the campaign period.
Key Learnings
Consistency is Crucial
Maintaining a cohesive brand voice across the website and social media ensured a unified user experience.
User-Centric Design Drives Results
Focusing on simplicity and interactivity made it easier for users to connect with the product’s value.
Engagement Builds Trust
Active audience interaction through social media humanized the brand and increased conversions.
Conclusion
The web design and social media campaign for HydrogenHQ successfully positioned the brand as a modern and reliable HR and payroll solution. By emphasizing clarity, simplicity, and engagement, we helped HydrogenHQ connect with its target audience and achieve measurable business results.