After successfully bringing the Safari Flow service to market as a beta product, and proving that it was a service that we could grow into Safari Books Online's flagship offering, it was time to pull the trigger. Along with the transition from the old Safari Books Online to the new Safari Flow — now renamed to just 'Safari' — we decided that it was the right time to rethink the overall Safari brand.

Working with a branding consultant and an external design studio, we went about articulating the company values and the brand promise, developing a new visual identity, and designing, developing, and launching a new corporate site.

Using the deliverables from our design studio as a starting point, we developed an internal style guide and pattern library. We used these resources to help us introduce the new brand across the company.

After the launch, we focused on expanding the feature set on the new Safari flagship product in order to make it more appealing to enterprise users. We also went about refining existing features through user research, testing, and optimization.

One of the parts of the new Safari product that we rethought after we transitioned from Safari Flow to new Safari was the main dashboard. Based on user feedback we’d been receiving over the course of several months, we determined that in order to better communicate Safari’s full offering to the user, the dashboard needed to be much more information-dense than we’d originally assumed it should be.

We designed a smaller, tighter, more contained version of the cards we’d been using before, and put the work through some iterations based on rounds of a/b testing on a small subset of live users. The final product increased users' engagement with our books and videos, and provided a path forward for future optimization.

One of the new features that we brought to the product was a set of more robust search capabilities, and the user interface to go with them.

We did lots of exploring to figure out what the best interface solution was, given the non-hierarchical nature of the categories that we were going to allow the user to sort by.