Cisco Webex One
Webex announced an overhaul of its main website, emphasizing its most critical features with an integrated suite of communication solutions. Placing technology front and center as a cornerstone of how it wants users to think about Webex while the brand is being reimagined to elevate its global presence.
In parallel, the strategy was to conceive a unique visual language consistent with a modern rebranding and infuse this new design system across all online platforms, products, and services to create a cohesive customer experience.
My Role
Lead the end-to-end design process, user experience, product thinking, interactions, visual design, and prototyping. While co-creating a new design system that helped establish a new era for Webex, resulting in better user experiences and a stronger brand identity.
Over four months, I collaborated with cross-functional teams and partners from engineering, e-commerce, digital marketing, content writers, and creative agencies. The result was an intuitive and scalable e-commerce website that serves the intended purpose meets the users' needs, and exceeds the business' expectations.
Problem
Consumers are not able to understand how Webex’s array of features seamlessly and effortlessly integrate to provide a holistic video conferencing experience, within the most secure platform on the market. Webex comes across as an inherent business wing of Cisco that gained much traction in the current environment of the coronavirus. With remote working inching slowly towards the new normal, Cisco's "Future of Work" initiative became the most discussed topic on the collaborative table, and Webex wanted to be a part of it in every way possible.
Challenges
Usability
Consumers were confused. There is no clear messaging, branding or narrative to the information on the e-commerce website. The visuals are impersonal, non-inspiring and too many colors makes viewing the website disorienting. With so many ideas intermingled it was difficult for users to decide and take actions.
Competition
In this new age of remote work, the lines between home and work have become increasingly blurred. Currently, Webex has over 7 million visitors per month on the platform, compared to 200 million on Zoom. Most of these users go over to competitors like Zoom due to brand recognition, MS Teams for integrated features, or RingCentral for free memberships.
Strategy
Webex is building a more intelligent remote communication experience, but their global e-commerce website doesn’t reflect the product’s capabilities. Consumers are not able to understand how Webex’s new app can seamlessly and effortlessly integrate to provide a holistic video conferencing ecosystem, without getting bogged down in complicated features or irrelevant distractions.
Solution
Our primary strategy was to break through the noise with gorgeous branding, focusing on Webex’s unique set of integrated features, stellar product and reputable security capabilities. Webex’s biggest strength is that they’re known for secure technology and that wasn’t being communicated to potential and existing customers.
Goals
Branding
Convey to Webex potential and existing customers why we offer the best all-in-one integrated features by building an intuitive and seamless cross-platform experience and creating excitement about using our products.
Experience
Simplify our navigation and content hierarchy into a user-friendly experience, get customers to choose us over competitors and make the website more interactive and user-friendly to take action with fewer clicks.
Messaging
Create purposeful, well-structured content and messaging that drives actions aligned with our marketing strategy and conveys why we are more secure and trustworthy than competitors.
