Xerox Services

Challenge

Following years of business acquisitions and organic site growth, the Xerox site had become a cluttered patchwork of conflicting navigation, layouts, and content approaches. The Services offering, which had become a primary business driver, was particularly impacted. They were looking for a comprehensive solution that would communicate the brand's focus on services, consolidate layouts with more effective templates to drive conversion, rationalize navigation, and support mobile customers, while migrating to a highly customized Drupal framework - all within an extremely tight date-driven timeline.

Approach

After an accelerated discovery process that established business objectives, audience needs, success measures, and technical dependencies, we began synthesizing our design approach.

• A template and content assessment revealed that while almost 40 different page layouts were in use, only five page "needs" actually seemed necessary. We created a plan to map over 800 pages to new templates, almost 80% of which could be addressed with a single template.
• A simplified site architecture and navigation model provided a more direct and intuitive flow that helped audiences discover meaningful content and explore related information.
• A template and component UI design defined a clear page hierarchy and interaction model that supported a wide range of industry and audience needs while establishing a consistent, compelling brand narrative.

Result

The iterative design process continued into development, requiring close collaboration across all teams, but the redesigned site was launched on time and on budget. That success led to extending our approach to all other primary areas of the site, including Home and Products, as well as providing content strategy and development.