Micah Daigle
Strategist, Designer, Writer, System-Nudger
hackpad.png

Hackpad

CASE STUDY

hackpad.png

PRODUCT
WEB REDESIGN
MOBILE REDESIGN
 

BRAND
IDENTITY CONCEPT
MARKETING CONCEPT

 
 
 

Background

Hackpad was a competitor to Google Docs that gained significant traction in Silicon Valley before being acquired by Dropbox and reborn as Dropbox Paper.

In 2013, leading up to the acquisition, I joined the Hackpad team as their first product designer. I fully redesigned the web and mobile apps, and also explored a rebrand and marketing campaign that was shelved once acquisition talks began to take place.

 
 
 

The Product

.Web Redesign: Before & After

Prior to the redesign, the UI was cluttered and overwhelming...
 

Pad-EditMode.png


After the redesign, documents looked clean and beautiful, without losing functionality...
 

HackPad-UI-Web-Pad-13c1.jpg


I achieved this by clearly differentiating between "Read Mode" and "Editing Mode." Documents are in Read Mode by default (see above), but then editing features are unveiled when the user clicks into the document...
 

HackPad-UI-Web-Pad-13b2.jpg


This overall style was rolled out throughout the rest of the product...
 

.Mobile App Design

I also designed the mobile app from scratch...

 
3phones-1badger-1a1.jpg
 
 
 
 

The Brand

.Identity Concept

"Hackpad" was a fine name for its initial target audience (hackers in Silicon Valley). But as the user base began to grow, a more inclusive name was needed.

I went through a branding process with the team and we developed a number of concepts. The front-runner was "Edit." 

Screen Shot 2017-11-09 at 7.37.37 PM.png
Screen Shot 2017-11-09 at 7.40.19 PM.png

.Marketing Concept

"Edit the World" was a marketing concept inspired by the Edit branding. Editable billboards would be installed in key locations (and monitored for content, of course). For someone to edit the billboard, all they had to do was go to the URL on the billboard and start typing.
 

Screen Shot 2017-11-09 at 7.40.38 PM.png
Screen Shot 2017-11-09 at 7.40.54 PM.png
 
 
 

The Love

igor.png

"The look and feel of Hackpad at the time Dropbox acquired us is entirely thanks to Micah. He quickly wrapped his head around a complex product and came up with novel solutions that our users loved. An absolute pleasure to work with."

IGOR KOFMAN
FOUNDER, HACKPAD
TEAM LEAD, DROPBOX PAPER