Ursa Space.
Intelligence at a Global Scale
Ursa Space is a U.S.-based geospatial intelligence company headquartered in Ithaca, New York. For over a decade, they've been turning complex satellite and spatial data into actionable, decision-ready insights for government agencies, defense organizations, and industries ranging from maritime security to disaster response.
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Challenge
(01)
From Brand Vision to Business Results
Ursa Space was undergoing a brand evolution, but they lacked a strategic roadmap to translate that identity into a functional web experience. The project faced three core hurdles: unrefined Ideal Customer Personas (ICPs), a highly technical product line that was difficult to navigate, and a lack of clear site architecture.
Subtraction Design was brought in to solve these complexities—turning a multifaceted brand vision into a focused, conversion-driven digital funnel.
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Solution
(02)
A Secure, Scalable Engine for Growth
We moved beyond aesthetics to build a strategic foundation that actually performs. The process started by refining Ursa Space’s customer personas, ensuring every design choice was rooted in what their audience actually needs. We then deconstructed their complex product line to create a site architecture that feels intuitive, not overwhelming.
Balancing function and aesthetic, we implemented a modular design process. This approach allows for a more flexible build, significantly lowering development costs and streamlining future maintenance.
Furthermore, we advised a strategic pivot from WordPress to Drupal to meet Ursa Space’s rigorous security and compliance needs. By prioritizing a more secure, scalable framework from the start, we protected the client’s investment and reduced long-term maintenance risk.
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Conclusion
(03)
Immediate Impact with a Roadmap for Success
While the marketing site is currently entering development, our work has provided Ursa Space with a validated UX foundation and a clear roadmap for their digital presence. During this process, we also delivered a brand-aligned "one-pager" website on an accelerated timeline for a major industry conference. This ensured the team had a professional, high-impact presence in the field while the broader project moved toward completion.
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