Showcase Site Case Study

How the Learnings Will Be Used

Inform sales enablement strategy and campaign refresh using user-centered insights and real behavior patterns.

Design intuitive, low-friction experiences that make it easy for sellers to find, personalize, and apply relevant content.

Simplify workflows and information architecture to streamline content discovery and accelerate key selling tasks.

Create modular, reusable content systems that support diverse client needs while enabling continuous improvement through data and feedback.

Synthesis of Findings

Methodology used to analyze and synthesize the research:

Capturing Observations

Started with a set of observations from external resarch and internal discussions with the target user audience focused on unmet needs.

Finding Patterns

Grouped observations by theme, and then sub-theme based on need. Themed external problems and internal problems separately.

Framing Problems

Wrote problem statements that best reprsent each theme.

Strategic Insight:

“While we initially thought sellers needed more features, research revealed they were actually suffering from 'tool fatigue'. We pivoted from adding new capabilities to aggressive consolidation, focusing on a 'One-Stop Shop' architecture that reduced search time by 65%.”

Designing for Users

Key changes made to the site based on the research data:

Content & Storytelling

Reframed client stories and outcomes to improve narrative clarity and emphasize business impact through a clear problem–solution structure. Introduced case study visuals and scalable templates with a media library to support consistent, high-quality content creation.

Information Architecture & Access

Centralized content into a unified hub to improve discoverability and reduce time spent searching for resources. Designed a modular structure with configurable Sales Kit downloads tailored to different seller needs and contexts.

User Experience & Navigation

Created tailored user pathways based on client segmentation to improve relevance and streamline discovery. Simplified navigation through seller-focused landing pages and step-by-step visual guidance to support the sales journey.

Collaboration & Ecosystem Visibility

Designed interactive experiences like Partnerships and "Who’s Who" views to surface key collaborators across the ecosystem. Improved visibility into cross-functional roles and contributions to strengthen organizational understanding.

Visual Design & Positioning

Introduced stronger visual hierarchy and cues to reinforce a differentiated, proactive sales narrative. Aligned layouts across the experience to consistently communicate value-driven positioning.

AI/Future-Proofing & Seller Support

Integrated Copilot to provide real-time, in-context support throughout the seller workflow. Embedded tooltips, videos, and guided explanations to enable continuous learning and reduce friction in execution.

Design System

Built a design system to ensure the platform can scale consistently and efficiently across multiple teams and features. This design system provided shared components, patterns, and standards to reduce decision-making overhead and speed up delivery. It also aligned design and engineering while maintaining a cohesive user experience as the product grows.

Our Results

Led end-to-end research that uncovered user needs, directly informing a more intuitive experience design through improved navigation and page structure. Applied best practices while identifying opportunities that enhanced usability and introduced more innovative, user-centered solutions.

200%

Increased user acquisition by over 200% to 42,262 users