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CISCO.COM TRANSFORMATION

Cisco.com

Role: Head of UX and Content Strategy

Years: 2020 - 2024

I joined Cisco in 2020 to lead a digital marketing team tasked with reimagining Cisco.com. Over the course of my tenure the team included product and project managers, localization experts, data analysts, optimization specialists, content strategists, UX designers and UX engineers. We transformed the site to a modern experience worthy of the worlds #1 B2B brand. (As ranked by Interbrand)

Background

The experience of the site had not changed in almost a decade. As a result it didn't reflect the transformation of Cisco from a hardware business to one of the largest subscription software companies in the world. Additionally the site was hosted in a Cisco owned data-center in Texas and running on an older versions of Adobe's Experience Manager platform. (AEM)

2019 version of Cisco.com
Cisco.com 2019
2019 version of Cisco.com
Cisco.com Navigation 2019

The Ask

After consulting with leadership and multiple vendors it was decided that the time was right to move Cisco.com to Adobe's new cloud platform and to modernize the site with a new navigation, design system and simplified content strategy. The team was asked to identify, prioritize, and roadmap the work needed to accomplish the transformation while senior leaders secured the budgets needed.

The Challenge

We knew early on that the scope of the transformation was more than the small, internal team could take on themselves. Working with senior leaders, and my peers in publishing and engineering, to create and conduct an agency RFP process, ultimately landing on Accenture as our transformation partner. With the scale of Accenture integrated into the team we were able to do user research at scale, work quickly on proof-of-concepts, and complete an overhaul of the site navigation and directory structure during our first year.

Cisco.com Navigation

The design team also created a new design system called Muse consisting of 6 tokens, 24 styles, 248 components, 66 patterns, and 22 templates. From that we provided a design and content strategy library that would be used to create consistency that the site had lost over years of publishing.

Cisco muse design system

One project that I took on personally was a prototype that pushed elements of SaaS beyond typical demos and trials. I used product data and connections to create a centralized experience for awareness, trial, and post sale experiences. This prototype helped to define Cisco's SaaS experience on the web.

Cisco.com SaaS prototype

Cisco.com Security Landing Page

Additionally, my team extended analytics that were already in place to support new SaaS oriented results.

The Results

The obvious result can be seen simply by visiting Cisco.com and navigating from the homepage through products and solutions. Less obviously, the site loads significantly faster thanks to the simplified architecture and cloud/edge platform it now runs on. Bounce rates on our campaign pages dropped as much as 80% thanks to our engineering teams willingness to expereiment.

Cisco room viewer
Interactive Campaign Tool