Memfault
Where technology and design meet to solve faults faster
Client:
Memfault
Year:
2025
Type:
Art Direction
,
UX/UI
,
Motion
Simplifying device fault management through modern UX.
Overview
Memfault gives connected-device teams observability and OTA update infrastructure for products in the field. As lead designer at HUSL Digital, I led a full website repositioning to modernize the brand and clarify the message, working with HUSL developers, copywriters, and strategists. Memfault was acquired by Nordic Semiconductor in 2025, and I'm currently leading design for its new website under Nordic.
30 core marketing pages
10 page templates
25 global modules
2 audiences designed for: firmware engineers and business decision-makers
Challenge
Memfault's site had grown without a shared system. Different sections used different visual styles and inconsistent messaging, so the brand no longer reflected what the product had become. That showed up in the numbers: leads weren't converting, and the two people Memfault needed to reach, the firmware engineer evaluating the tool and the business decision-maker approving it, were both getting a confusing story instead of a clear one.
An analytics review, sales team feedback, and a competitive audit confirmed the same thing from three directions: the site wasn't built for how these two audiences actually make decisions.
Solution
I led a full repositioning of Memfault's website: a shared design system across 30 core marketing pages and about 10 templates, custom 3D visuals built in Spline, and messaging that speaks to both engineers and business buyers. Working with HUSL's developers, copywriters, and strategists, the redesign launched and, per Google Analytics, [insert the specific metrics you have, with a stated comparison period].
Memfault continued working with HUSL for several years after this project. Following Memfault's 2025 acquisition by Nordic Semiconductor, I'm now leading design for its next website under Nordic.
Key decisions:
Two audiences with different questions: Engineers need to see technical depth and understand how the product actually works. Business decision-makers need to see outcomes: reliability, time saved, and risk reduced. I designed the site to serve both without splitting the experience: [confirm/adjust: technical proof points and product detail for engineers, paired with outcome-focused messaging and social proof for decision-makers, on shared page templates rather than separate tracks].
Fragmented visual style and messaging across the site: Different sections looked and read like different products. I rebuilt the site on a master template system, with 10 page templates and 25 modules across 30 core marketing pages, so every page carries the same visual language and voice.
Hardware and device monitoring are hard to visualize: Memfault's product lives inside physical devices, which is hard to show on a website. I built custom 3D scenes in Spline, combining Sketchfab device models with original animation and branded elements, to make the product and its use cases tangible.
Credits
Art Direction, Brand, UX/UI
:
Brandon Swonger
