Scaleable Web Design
Scaleable Web Design
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Company and Sector: Cisco WebEx (E-commerce for B2B web conferencing)
Objective: Accelerate web publishing using a customized web design platform (AEM)
Role: Design lead
Project duration: 12-15 months
Overview
WebEx.com major sales channel for Cisco WebEx
Serving 14 distinct geographical regions
Need to accelerate campaign launches, A/B testing and design updates
Need for agility and consistency across locales
Learning the tool and technology:
I saw the potential of the new tool and asked my manager for the opportunity to lead the project within our in-house design team. I underwent the immersive Adobe training in San Francisco to understand how our design process would change. I formed a strong working relationship with the AEM developers specifically hired for this project, and together we created detailed design and development specifications.
Principles:
Using a modular grid to divide complex structures/pages
Identifying common UI patterns and creating logical units/chunks
Understanding the function, visual end state, and interaction
Capturing business, design, behavioral requirements
Building brand elements and standards into the components
Process
Snapshot of the AEM dialogs we created
Having fields for SEO attributes made it easy to adapt to changing trends.
This was essentially a site builder customized for power business users, designers for the easy updates.
Spacing control for all devices
Enabling spacing adjustment for all devices allowed quick implementation of new designs.
Ability to hide/show sections across devices
Responsive design needed a choice to hide/show a section on tablet or mobile.
Responsive Design for the first time
We cut a set of 3 images for each section to accommodate the 2 breakpoints - desktop/tablet and tablet/mobile.
Ability to launch A/B tests rapidly
After the AEM migration, A/B tests could be launched rapidly.
Pricing pages were tested the most
Experimentation with CTA colors, treatment, and presentation of information.
Option 1 - Winner
Option 2
Success
Success
84 components
diverse combinations of text, imagery, and CTAs
60% reduction
Publishing time cut from 3-4 weeks to 5-7 days.
Consistency
consistent experience across locales, brand integrity
30% more traffic
from tablets and mobiles due to
responsive design
A/B Tests 8-10/week
smaller revenue jumps from experiments with CTA placements, colors
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