CDW
A total digital ecosystem overhaul for a Fortune 500 IT reseller.
Context
CDW is a Fortune 500 value-added reseller of IT solutions ranging from hardware, software, solutions, and services. However, solutions and services contracts are traditionally high-touch and rely on a large sales force. Our goal was to customers to start or self-serve complex transactions on the e-commerce platform.
My input
Discovery 💡
• Craft research proposal with UXR partner
• Conduct contextual research with IT pros
• Audit existing site structure for gaps and opportunities
Strategy and frameworks 📐
• Synthesize research findings into actionable design strategy, with my team
• Create artifacts, like journey maps and content reports, to communicate with stakeholders
Final design 〰️
• Create an end-to-end customer journey to meet IT pros where they are
• Support IT due diligence research with a Research Hub
Discovery 💡
We conducted semi-structured interviews with IT pros to better understand their needs and what motivates their buying decisions but were turned off by CDW’s stock imagery, “marketing fluff” tone, and lack of depth. To meet their needs, we were going to have to tell a different story — one that put their challenges front and center.
Artifacts: Design research plan • Research data
Strategy and frameworks 📐
We audited the ecosystem, consolidated taxonomies, and created a tagging system and content model — with the end goal of supporting a personalized purchase process for IT pros, with content support moments. To get there, we used our research insights and audit data to create an end-to-end journey map to help communicate the IT story with our stakeholders at CDW.
Artifacts: Strategy deck • Content model • Journey map
Final design 〰️
To answer IT Pros needs, we made sure the new product storytelling:
• Spoke to all levels: We avoid assumptions about technical experience.
• Show, not tell: New landing pages are about you, not “we.” Curated stories from real customers that help IT Pros see themselves in the outcomes.
• Supporting them on their buying journey. Content that is relevant to their context and industry supports them on their journey through the site.
Meanwhile, the new UI, taxonomy, and streamlined architecture:
• Reduces complexity: Consolidated and simplified end-to-end flows support the user, not the tech
• Humanizes the mood: Visual design, Content and UI reflect a more relatable and human digital experience.
Team
Erin Williams (UX-IA Collaborative), Claudia Martinez (UX-IA Collaborative), Whitney Jenich (UX-IA Collaborative), Grace Harms (Visual Design - IA Collaborative)
Role
Senior Content Designer
Stakeholders
CDW Leadership