Designing IBM SmartCloud’s Microsite for Enhanced Discoverability
The Challenge
Buried Potential in IBM's Web Ecosystem
Team
Timeline
Responsibility
Results
The Solution
A Tailored Microsite for Enhanced Client Outreach
The UX strategy focused on intuitive design, clear information architecture, and engaging content.
Key design elements included:
Simplified Navigation: A clean, top-level navigation bar was implemented, categorizing key offerings (e.g., Cloud Services, Solutions, Resources) for quick access.
Engaging Landing Page: The homepage featured a visually compelling hero section with concise messaging and a strong call-to-action (CTA) directing users to explore services.
Responsive Design: The microsite was fully responsive, ensuring a consistent user experience across all devices, from desktop to mobile.
Discovery
Research-Driven Decisions for Enhanced User Experience
Before and during the design process, I conducted UX research to ensure the microsite met user needs and was discoverable. This research informed my design decisions and helped optimize the user journey.
Interviews with Clients: Conducted interviews with existing and potential clients to understand their pain points when searching for cloud solutions on the IBM website.
Competitive Analysis: Analyzed the microsites of competitors like Amazon Web Services (AWS), Google Cloud, and Microsoft Azure to identify best practices.
Analytics Review: Assessed website traffic data to understand how users discovered the SmartCloud section and where they were dropping off.
Site audit: Reviewed the original Smart Cloud section within the IBM website highlighted several issues, including navigation complexity, content overload, and visual inconsistency.
Outcome
Enhanced User Engagement and Client Satisfaction
Key Metrics
Increased Traffic: The standalone microsite saw a 50% increase in traffic compared to the previous SmartCloud section on the main IBM website.
Improved Conversion Rates: Conversion rates for demo requests and contact form submissions increased by 30%.
Positive Client Feedback: Clients reported a more streamlined and satisfying experience, with many noting the ease of finding relevant information.
Long-Term Impact
Brand Perception: The dedicated microsite strengthened IBM’s brand perception as a customer-centric organization, responsive to user needs.
Sales Growth: The improved user experience contributed to a 20% growth in SmartCloud sales within the first quarter of the microsite’s launch.
Continuous Improvement: The success of the microsite led to the adoption of similar UX practices across other IBM product sites.
50%
Increase in Traffic
30%
Increased Conversions
20%
Growth in Sales
Future Considerations
AI-Powered Recommendations: Implement AI-driven content recommendations to further personalize the user experience based on browsing behavior.
Integrated Client Portal: Explore the development of an integrated client portal within the microsite, allowing users to manage their cloud services directly.