How a UX-driven design helped Pulsar Helium's investor engagement

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About this project

Pulsar Helium partnered with Imaginary Cloud to create a new website that aligned with their marketing strategy in order to attract potential investors and establish credibility as a publicly traded company on the Toronto Stock Exchange.

Result: Increased website traffic by 15% in the first month post-launch.






Pulsar Helium's Vision for Sustainable Growth and Innovation

Pulsar Helium is a leading explorer and developer of Helium, a critical natural gas used in various industries and applications, such as aerospace, MRI machines, scuba diving, and modern technology components like hard drives and fiber optics. They focus on primary helium projects that are not associated with significant hydrocarbons.

The company is currently pursuing ambitious projects in the USA and Greenland, aiming to meet the growing demand for helium. They prioritize assets with low initial costs but high revenue potential for economic viability and revenue generation.

Their primary project, Topaz, located in the USA, holds significant potential for commercial production. Pulsar Helium plans to make the production facility carbon-neutral and become an independent helium producer. They are committed to utilizing advanced technology and sustainable practices in their extraction operations.

Pulsar Helium's dedication to growth and innovation is evident in their upcoming listing on the Toronto Stock Exchange. They are proud of their environmentally friendly approach to helium exploration and are excited about the opportunities that lie ahead.

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Imaginary Cloud’s role and involvement with pulsar helium

Imaginary Cloud carried out the design and implementation of Pulsar Helium’s new website on Webflow. The collaboration focused on achieving specific objectives, including effectively communicating how helium works, showcasing PH’s applications, and highlighting the advantages of investing in Helium. We also incorporated features such as an informative spot banner, pop-up forms, and retargeting strategies to optimize user engagement and conversion rates.

Additionally, we integrated premium document downloads for the latest news, and explored integration possibilities with Flocker and Researchtree to enhance the user experience.

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during the project

Imaginary Cloud used the Product Design Process (PDP) to create Pulsar Helium's new website, focusing on a visually captivating and educational experience tailored to two distinct target audiences. The first side of the website embodies a mathematical aesthetic, designed to engage a knowledgeable audience. The second side adopts a futurist and revolutionary style, targeting tech-savvy millennials.

four stages

Technical Assessment

two processes


two stages


four stages

Back-end integration
Website development
Advanced filtering and search

four stages


during the project

Imaginary Cloud used the Product Design Process (PDP) to create Pulsar Helium's new website, focusing on a visually captivating and educational experience tailored to two distinct target audiences. The first side of the website embodies a mathematical aesthetic, designed to engage a knowledgeable audience. The second side adopts a futurist and revolutionary style, targeting tech-savvy millennials.

1. product backlog
2. sprint backlog
3. sprint execution

The MVP starts with a 2-week business case to present the vision and goals of the project and clarify all necessary business requirements. This step is based on main competitors and exploration of personas to then, finally, define a project timeline.

1. briefing
2. high-level architecture
3. CI/CD workflow
4. feature 0

In this stage, we put in place a briefing that includes the information gathered during the workshop with the team and stakeholders. It presents the vision and goals of the project and clarifies all necessary business requirements. This is also where an FAQ session relative to the nature of the project takes place.

The high-level architecture involves the development of the technical design, with the ideal balance between complexity and reach, This is where we identify external dependencies from third-party providers, such as Stripe, Facebook, Amazon, and so on.

We then start the CI/CD workflow which is the setup of the issue management tool, code repositories, continuous integration system, and development & staging environments. It’s followed by the setup of the code repo and automated test framework, the staging environment and production servers, as well as the continuous integration ecosystem (i.e. servers, deploy hooks, etc)/continuous deployment.

Finally, in Feature 0 we deliver the first meaningful feature: a homepage, a login screen, part of the first dashboard… This step ensures that there is something demonstrable with the perception of value at the end of the Bootstrap Phase.

wave 0 model
2. poc, mtp or mvp
3. viability assessment

With the Data Model, we provide the first baseline of the product’s evolutive data model. It identifies the main data entities and relationships and baselines the data sources and data stores (i.e. relational databases, document data stores, etc.). This step also consists of iterating the product concept and designing the first version of the data model.

Here’s when we present the Proof Of Concept (PoC), Minimal Testable Product (MTP), or Minimal Viable Product (MVP), and we deliver and deploy the first version of the product - even if that version is the implementation of a concept. This helps mitigate technical risks and test the main business premises for developing a market-ready version of the product through a viability assessment.

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1. production increments
2. wave retrospective reviews

On the production increments step, we review technical and business risks and the impact of the PoC, MTP, or MVP on the initial premises or Wave 0. Here, we also identify reusable components from Wave 0 to Wave 1 (i.e. often PoCs are not reusable). This helps gather feedback about the first integrated model and assesses the product's viability before moving to Wave 1.

Finally, the wave retrospective reviews the product state, evaluates wave success against business goals, and identifies improvements. We then design goals for the next wave & prioritize features. Doing this allows the team to analyze the work that has been done in previous sprints and plan consciously what should be the next mountain to climb.

1. Briefing
2. Benchmark
3. User Research

We identify the main aspects of the business model and user needs.
First, we gather evidence that will support the decisions taken henceforth, ensuring that no decision is made based on vague assumptions.

This stage consists of 3 steps: a briefing with the project's vision and goals and business requirements; user research to guarantee product usefulness and effectiveness from the user's perspective; and a design benchmark to analyze the landscape of similar and complementary products, design patterns and technologies used in the industry.

The Research stage allows us to leverage the knowledge and skills of existing players and ensure features and design differentiation in the market, and ensure costumer fit.

1. User journey
2. Decision Matrix
3. Wireframes
4. Moodboard

We formulate an approach to the product based on the user's needs and the business model.
This is the core of the creative process and it is where the concept of the product is formulated based on the user's needs and the business model (both identified in the Research phase). Here, the UX designer, the product designer, and the product owner work closely together.

This stage consists of 4 steps: mapping out the user journey, by describing each user's action, with various user scenarios; a decision matrix that helps prioritize the users' and product's goals while considering the product life cycle's current stage; drawing the wireframes, i.e., the pages’ structure and navigation flow to ensure interface usability and reduce design time; and finally, a mood board to ensure that the product's look and feel conveys the desired user experience and is aligned with the user profile and market strategy.

1.Style guide
2. Graphic user interface
3. prototype

We bring the concept to life and put it into practice.
In this stage, the product designer focuses on creating a physical representation of the concept that has been defined up to this point.

It consists of 3 steps: a style guide, where we define a graphic interface’s style, considering colour palette, fonts, image style, input fields, buttons, and so on, to ensure consistency throughout the application; a graphic user interface design (GUI) which are the end-looking screens by applying the style guide to the wireframes; and a click-through prototype to facilitate the feedback from stakeholders or potential users and investors.


We guarantee that all requirements and ideas generated are realistic to implement.
In this stage, all the work previously done should be achievable considering the available time and budget previously settled.

It consists of 2 steps: a high-level architecture where we detail how the product will be built, identifying baselines for the needed technologies and skills to make it; and a project plan to define the major milestones and provides a general understanding of the project's structure, phases, intersections and interdependencies.


Imaginary Cloud started by migrating the existing database from Wordpress to PostgreSQL. A daunting task because of the thousands of items and large size of assets that are normal in a CG marketplace.

After the migration was completed, the team focused on migrating its infrastructure. The site was hosted on Heroku, which had relevant constraints on the ability to scale. Imaginary Cloud was able to migrate it to AWS, completing the first stage in just 2 months.

Continuous Development

After the successful delivery of Stage 1, the client continued to work with Imaginary Cloud on a continuous development basis, adding more features to its product to fuel its growth. The team worked on many different elements, from payment integrations to sales campaign tools to facilitate marketplace promotional campaigns. Imaginary Cloud also helped Flipped Normals improve its Google positioning by implementing an SEO audit, which tweaked the site’s performance and content relevancy.


The project started off with a team meeting to list all the client requirements. This thorough investigation allows for an easier, quicker, and more cost-efficient delivery. This meeting was led by our Project Manager, which supports the team all through the project, and our Developer, ensuring all technical details are discussed.

Eurofound provided a solid brief that captured the existing infrastructure, their vision for the website, and the technical constraints and requirements. It was a challenging task that needed to be completed in 6 weeks.

back-end integration

Our developer started the development process by creating the back-end integration that would allow the new website to fetch content from the existing database. Using a Django framework, we were able to create an efficient and quick application that retrieved data, generated listings of results and allowed for more advanced options.

Imaginary Cloud and Eurofound met on a weekly basis to ensure everything was being developed as required by the client.

website development

With the main software completed, the next stage was to develop the website to access such tool. For this, our developer followed Eurofound’s style guide to ensure coherence across the client’s digital presence.

Although no designer was allocated to this project, our developer followed UX/UI best practices, since he was able to touch base with several of the designers at Imaginary Cloud.

advanced filtering and search

In order to improve the content navigation, Eurofound wanted to include an advanced filtering and search capability in their database. Having fully mapped the database content in the new software, our developer was able to create a set of category filters that allowed users to select the content of a given topic, and implemented a search element to the page, allowing the user to freely search any document.

1. Briefing
2. Benchmark
3. data Research

Our UX designers will target the users profiles and identify their needs when using your product, considering its usefulness and effectiveness from their point of view. Research on design patterns and the industry's most used technologies allows leveraging and understand existing players' knowledge and practice. Plus, it ensures your product/design is specific and different.

1. Ux assessment
2. executive presentation

We will conduct a UX review to set the product requirements considering the established usability heuristics in the field to deliver a consistent and fluid user experience. All information regarding insights and analytics will be summarised in a visual and compelling audit report that showcases the UX Audit's main findings, quick wins, and recommendations regarding your product's potential improvements.

1.Style guide
2. Graphic user interface

Together, we will baseline the style guide to ensure that your product's different visual interface elements' are consistent and coherent. Running a UX Audit allows us to solve the main encountered problems with the execution of end-looking screens. Plus, all recommendations that resulted from quick wins acknowledgement will be designed for implementation.



Pulsar Helium’s website was migrated to Webflow to achieve complete creative control and branding customization, with the aim of optimizing conversions.

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Working Model and Team

We implemented the Managed Project Working Model which involved developing the project entirely in-house, leveraging our battle-tested processes to ensure high-quality deliverables and efficient execution.

The team that worked with Pulsar Helium had a Project Manager who oversaw planning, coordination, and execution, managing timelines, resources, and objectives; and a designer who both created the design and implemented the interfaces through Webflow.

key results

This project delivered an in-depth understanding of the customer persona and their interaction with the service.


Delivered a captivating website that effectively communicates Pulsar Helium's mission, driving increased share sales.


Increased website traffic by 15% in the first month post-launch.


Enhanced Pulsar Helium's investor relations strategy with a powerful online presence.


Supported Pulsar Helium's growth trajectory by inspiring confidence and trust in potential shareholders.

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5/5 stars rating
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Imaginary Cloud delivered the project on time and to the client's expectations. The service provider ensured excellent project management and communication via email and virtual meetings. Their skill set, proactivity, and accommodating approach were key elements of their work.
Executive, Pulsar Helium Inc.
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