multi-billion dollar professional services firm

Around We Go

Creating an alternative to the traditional sales funnel

Project Goal
Better reflect and communicate this multi-billion dollar professional services firm's brand, value, and purpose with a website redesign that increased overall engagement for all visitors and raised the overall quality, usability, and impact of the user experience.
My Role
Lead UX Designer
Year Completed
UX Designers, Project Manager, Account Manager, Creative Director, Art Director, Brand Strategist, UX Researcher, Data & Analytics
A collection of wireframes from the website

The Client

The international, multi-billion dollar professional services firm that specializes in providing business process outsourcing, information technology services, and consulting services. The company's primary focus is on helping businesses streamline their operations, improve efficiency, and drive digital transformation.

Project Summary

This international, multi-billion dollar professional services firm was in the process of changing their business model from one that relied heavily on business process outsourcing to one primarily focused on helping businesses streamline their operations, improve efficiency, and drive digital transformation. With this shift, they needed to redesign their website to better reflect the company's offerings and showcase their digital transformation.

They wanted to highlight how they help organizations leverage digital technologies and data analytics to optimize their business processes and make data-driven decisions to achieve their goals. This includes services related to automation, artificial intelligence, machine learning, change management, advanced analytics, data integration, and data visualization.
Research and Discovery activities
Description of the research that was conducted - 47 stakeholders interviewed, 72 stakeholders surveyed, 1 data and analytics report, 8 customer interviews, 1 ecosystem map for 2,000 pages, 50+ background documents reviewed, and 1,000 website survey responses

The Challenge

The company employs more than 100,000 employees across the world and works with a wide range of industries, including banking and financial services, healthcare, manufacturing, retail, and more. It also offers a variety of services including consulting services, analytics and data management, finance and accounting services, supply chain management, customer experience, risk and compliance, and business process outsourcing, to very large multi-national corporations.

Working with such a large company that provides services to so many industries made the scope of this engagement much larger than our typical project. We had to really look at everything to understand what they needed and customize the customer journeys so that they got all the information they needed to proceed with the buying experience.

The Research

Over the course of our engagement, we did extensive research and discovery work to understand their business model and identify their goals and needs. We also spoke with their customers to understand how the website was involved in their decision making.

We learned their customers weren’t going to the site to figure out how to solve their problems — something the company assumed. Their customers already knew, or thought they knew, how to solve those problems.

What their customers actually wanted from the website was answers to these four key questions about the company:
  • Who are you as an organization?
  • Do you offer the service or solution I need?
  • Who else have you worked with?
  • Do you have experience solving problems of a similar type and scale?
Customer Personas
Based on our research, we developed three separate customer personas:
  • Management
  • Buying Committee
  • C-Suite Executives
Three personas - management (I have a problem, do you have the solution?), buying committee (You have a solution, is it the right solution?), and C-Suite (You have the right solution, do we want to work with them?)
Each of the personas were part of the buying journey and had different questions they needed to answer.

The manager was the start of the process. They are the ones who actually see and understand the issues and problems. They have usually determined the solution they want and are looking to the website to understand if you have the solution.

Once the manager is convinced, they pass the company off to the buying committee. It is their job to verify that this is the right solution for the problem.

Finally, once the buying committee has verified that they wanted to move forward, the C-Suite level executive has to sign off on the purchase, because in this case, these are big expenditures. They need to understand who this company is and if they want to work with them.

The website needs to be able to answer all of those questions so that all three personas feel comfortable signing off and moving forward.
Sales Funnel vs. Sales Spiral
Because of our work developing the three personas, we saw that their buyer journey was not like a traditional sales funnel, it was more like a spiral. They needed to sell to three different buyers in succession to finally get to the point of sale. Each wanted answers to those 4 key questions, but the answers they needed were slightly different.
Sales funnel vs. sales spiral
A depiction of the traditional B2B conversion funnel side-by-side with the sales spiral
What we found was that their website had the pieces of information their customers were looking for to answer those 4 questions, but the user journeys weren’t connected. Important content was scattered around the site and customers weren’t connecting the dots. We needed to make it easier and more intuitive for customers to find the information they’re looking for and create a clear user pathway that maps to their core conversion spiral.
Sales Spiral
A gif showing the buying process for each persona - awareness, discovery, evaluation & validation, and intent

The Solutions

I delivered a new information architecture, tagging structure, content model, and annotated wireframes.

The new information architecture was designed to answer the four specific questions that all three customer personas needed answered. Although a little atypical, I wanted customers to easily understand where to go to answer their questions. I leaned into the Five Ws — who, what, when, where, why (and how) of basic information gathering.
  • Who are you as an organization? was answered by Who We Are
  • Do you offer the service or solution I need? was answered by What We Offer
  • Do you have experience solving problems of a similar type and scale? was answered by Our Approach
  • Who else have you worked with? was answered by Why [company]
  • How We Think gives the added bonus of showing thought leadership
New Information Architecture
Looping image of the site navigation
I also provided 20 annotated wireframe templates. Those pages would be the backbone of the new, redesigned website — detailing everything from design, layout, and content to back-end field names and logic for dynamic content. With the assets we provided, their build out should run smoothly.
Zoomed out view of 6 annotated wireframes (industries index, industry group, industry detail, services and capabilities index, services group, services detail)