Hitachi Flash Requirements Finder Tool

Helping prospective customers pinpoint the right all-flash storage array solution

Note: This project was done as part of my work at Faction Media.

Client: Hitachi

Project: Flash Requirements Finder Tool

My Role: UX Lead, Strategy

Industry: Technology (B2B)

This project won an IAC Award for “Best Information Services Interactive Application.”


Hitachi Data Systems (HDS) wanted to build awareness of their robust flash storage solutions in a competitive market, as well as fill their sales funnel with qualified leads. We teamed up with HDS to create a flash storage campaign, the centerpiece of which would be an interactive application called the “Flash Requirements Finder.”

Tool Purpose

The Flash Requirements Finder collects information about users’ IT needs and systems — and provides a Hitachi solution recommendation based on those details. Simultaneously, the data collected via the application allows HDS to gain a greater understanding of their prospects’ needs and interests, creating insights that can help to make HDS Flash solutions even more useful in the future.


Working together with our design and development teams, we created a 7-question “tool” which included animated graphics, progress tracking, and extensive back-end logic. The application brings diversity to HDS’ roster of assets as a fresh-looking interactive element designed to drive engagement.

Results & Lead Generation

The “results page” we created for HDS not only provided an ideal flash solution recommendation for each user, but also allowed users to compare their answers to those of others in a highly graphic format. It also encouraged visitors to enter their information in order to download a full report — which has enabled HDS to acquire numerous new leads to put into its nurture funnel.

©2020 Copyright - Natalia Story (formerly Natalia Klishina)