Fax to the Future



eFax is a fully hosted cloud fax service used by businesses globally — including nearly half of the Fortune 500. The cloud fax service helps businesses boost productivity, enhance regulatory compliance and eliminate on-site fax hardware.


We were tasked with working with the J2 Global marketing team to evolve the eFax brand online for the Australian and New Zealand market. The current website was dated both in terms of content, imagery and functionality with a poor user experience and complicated sales funnel. 

Along with an overall refresh of the site and a more up-to-date user experience, the redesign needed to better address eFax value proposition and the solutions that the company provides to businesses globally — including nearly half of the Fortune 500.


An unified and integrated offering that addressed the business essential objectives that were

  • A user experience that modernised the brand and design
  • Incorporate eFax and eFax corporate into the one site/offering
  • Move from feature focused to customer focused 
  • Describing the depth and breadth of the product
  • Catering to the channel partners and resellers


Co-design process through a people first approach

Through a series of workshops with J2 Global stakeholders, we reviewed the various business streams and the users the website is required to support. Each user group was identified, grouped by similar needs, their requirements outlined and user journeys mapped.

Creating a global design system

The eFax website contained a massive amount of information and was very difficult to navigate. The user experience was inconsistent, disjointed and outdated.  We created a design strategy that would work for both eFax and eFax corporate. 

The design system we created was engaging, modular, flexible and responsive — allowing us to easily showcase how eFax solutions cater from small businesses to large blue chip corporations. 


Streamlined UX and Better Lead Generation

Through our product visioning process it revealed that the eFax website and digital presence had been falling short of conveying the unique value proposition and conveying the types of solutions that it provided for different audiences (small business to corporates) and industry segments.

Integrations and automations

Working with J2 Global we mapped out the entire sales journey that the website needed to support across the two products eFax and eFax Corporate. We optimise the sales funnel to ensure it would segment leads effectively and pass the data into Salesforce triggering the right department to then process the lead.



The importance of a great partnership can never be underestimated. Follow has been working with J2 Global since 2017 assisting developing strategy and designing and executing online evolution for their brands. Post site launch our team continue to support the marketing team with their design and development needs including ongoing creative and technical support.

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