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.
.Web Redesign: Before & After
Prior to the redesign, the UI was cluttered and overwhelming...
After the redesign, documents looked clean and beautiful, without losing functionality...
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...
This overall style was rolled out throughout the rest of the product...
.Mobile App Design
I also designed the mobile app from scratch...
"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."
"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.