Putting partners first
Using audience research, we helped Cisco clarify its messaging and user paths for a critical partner website
- Audience needs assessment
- Content architecture
- Content audits
- Customer journey mapping
- Editorial strategy
- Messaging development
Cisco, the global leader in networking products and services, relied on its Cisco Developer Network (CDN) website to provide its users with end-to-end lifecycle support.
The program’s objective was to develop, design, and create content to help attract the maximum number of potential new partners to the site, and describe the benefits of program membership. However, with a variety of intended audiences and disparity in informational needs, this “one-size-fits-all” approach resulted in a suboptimal web experience.
Cisco wanted to redesign the entry to CDN’s existing website to better serve the disparate audience needs. The scope included evaluating and making recommendations on registration, navigation, and landing page copy.
Cisco asked us to work on the following:
- Different user paths and sub-pages for current and future partners
- A more consistent experience with cross-links to/from Cisco.com properties
- A means of directing users to important programs outside of the CDN website
Too much information for multiple audiences was confusing visitors. Based on audience research, we created a content strategy and supporting designs that:
- Differentiated member and nonmember content, with registration paths and content prioritized
- Reduced duplicative messaging, facilitating clarity and task completion
- Added content types to help navigation
- Increased directional and descriptive labeling to support user path flow
- Added social media feeds; increased peer-based, curated content
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The redesigned home page, which encompasses the new strategy, user paths, and on-page content changes, is making a big difference to the people who matter the most to Cisco: the solution partners.