# Ontotext
> How HYPE redesigned Ontotext’s website so a knowledge-graph product is easier to understand, and marketing can publish without a developer.

- Canonical page: https://www.agencyhype.com/case-studies/ontotext
- Markdown mirror: https://www.agencyhype.com/case-studies/ontotext.md
- Categories: Websites, Branding

## Summary
A knowledge-graph website marketing can publish

GraphDB makes enterprise data make sense. The website made that harder than it needed to be.

## Overview
### The product was precise. The website wasn’t.
Ontotext builds GraphDB, a knowledge graph used in finance, healthcare, government, and IT. The site had to explain that to a business buyer and a technical reader, and let marketing publish without a developer.

- GDD goals, personas, and journey maps
- Information architecture and wireframes
- Visual system: type, color, custom illustration
- Page design for buyers and practitioners
- Development with partners

## Project facts
- Client: Ontotext
- Services: UX Strategy, Web Design, Illustration, Development
- Location: Sofia, Bulgaria
- Year: 2024

## Results
- Their own site — Two months after launch, marketing could publish and promote without a developer.
- Two readers — A path for the business buyer and a path for the technical user.
- One system — Type, color, icons, and custom illustration used across the site.
- Findable — AI search and recommendations surface the relevant content.

## Challenge
Ontotext’s product is a knowledge graph. The website read like a brochure and worked like a bottleneck. The offer was hard to scan, navigation didn’t separate the buyer from the practitioner, and the backend turned every content change into a project.

## Approach
We ran the redesign as Growth-Driven Design: research, then a structure we could keep tuning. Client surveys, user feedback, a UX audit, and competitor analysis came before any interface, so the sitemap followed how people actually arrived.

## Outcome
Ontotext has a site that explains the product in the order a visitor needs it, and that marketing can run. Two months in, the team had full control of publishing and promotion on the site.

## Strategy / GDD
From that research we set goals tied to the business, wrote the personas for the people who actually use the site, and mapped each journey from first visit to a next step. Those three artifacts fixed the structure before any page was designed.

## Website design
The interface had to carry a technical product without looking like a white paper. Navigation is simpler. Type, color, and a set of custom illustrations give GraphDB a visual language. AI search and recommendations sit on that structure, so the right page surfaces instead of being hunted for.

## The system behind the pages
Wireframes locked the structure. Color, typography, and illustration are what let that structure extend past a single page.