Avaya.com — Global Website Redesign

The Challenge

Avaya is a global leader in business communications systems. The Avaya Marketing team asked R/GA to change the branding and digital experience of Avaya.com and to define a social media strategy. The Interaction Design team I led was asked to conduct user research, create personas, identify top user scenarios, create wireframes for the pitch, and to create site maps and final annotated wireframes for the redesign.

Avaya.com homepage — before the redesign

The old design had an organizationally-focused navigation scheme that showed the three main business units. The page was also very busy, with lots of links and copy on the bottom half of the page. Web analytics showed that most users were ignoring the main navigation and instead clicking on small links on the bottom, such as: Products and Solutions.

Production site map SHOWING THE FUTURE STATE

Unlike many site maps that are more high-level / conceptual, I created more of a "production-friendly" site map. I used color-coding to depict when each type of content or functionality would go live over the course of a multi-year global rollout.

150+ Annotated wireframes

Due to the nature of this being a multi-year "waterfall" project, it was important to include detailed annotations along with the wireframes that my team helped me create. Having well-documented UI specifications ensured that the development and QA teams had everything they needed as my team moved on to support other projects. This particular example shows part of the Business Partner Locator search feature, which included the integration of both Salesforce data and Google Maps.

Final design — Avaya.com home page

This example shows a cleaner home page, simple navigation and featured marketing content. It also shows a new "Finder" tool to give users instant access to the most relevant content.

My Approach

• Lead Creative Discovery phase — user interviews, personas, competitive analysis.
• Assist with user scenarios and wireframes for a pitch presentation to Avaya senior management.
• Lead R/GA Interaction Design team and oversee creation of flow diagrams, site maps, and wireframes.
• Collaborate with R/GA Emerging Technologies team to define a social media strategy for Avaya.

Deliverables

• User interviews and personas
• Pitch documentation — user scenarios and wireframes
• UI specifications — site maps and over 150 annotated wireframes
• Social Media Strategy presentation to senior management