du Telcom
Enterprise Web Re-vamp
An Enterprise website revamp focused on simplifying product discovery and self-service for business users.
Product Strategy
UX & UI Design
Brand direction
My Role
Scope
Tools
Duration
The Context
After years of updates by multiple teams and vendors with no cohesive alignment across design systems and segments, the enterprise business website has become fragmented with up to 4 different live versions coexisting across inner pages.
The Problem
Poor segmentation and product discoverability
Overlapping product content caused early drop-offs and users often had to repeat their inquiries at different steps in the journey.
Conversion not designed to scale
Reliance on generic lead captures created noise and increased manual effort for lead management teams, reducing enterprise complexity.
Weak enterprise trust and positioning
Lack of a cohesive identity and contextual storytelling made it difficult for users to understand the value of telcom beyond basic offerings.
Our key solution deliverables
Action-oriented segmented landing pages
Designed tailored, intent-driven entry points for each business segment that helped users self-identify relevant products with little friction, and guided users toward clear next steps.
New Enterprise brand identity
Created a unique visual and tonal system that reinforced credibility across pages, and aligned the team on the standard for all enterprise-related initiatives.
Scalable content templates
Built modular page and section-level templates applied to 80+ pages with clear ownership across internal teams to collaborate and deliver at scale.
Revised core product & solution journeys
Redesigned discovery, onboarding, and checkout flows to improve product clarity and pricing transparency ensuring users can confidently compare their options.
The Impact
01
Helped the business guide customers to the right segment, solutions, and value propositions earlier in the journey, strengthening trust beyond traditional telco.
02
Structured intent and inquiry inflow, lowering noise in lead management and easing manual segmentation without disrupting existing business constraints.
03
Established a reusable enterprise system (brand, IA, templates, journeys) allowing faster, more consistent delivery across digital and marketing initiatives.
The decisions
Key UX Decisions
Segment at entry, not at lead capture
Clarify intent at first touchpoint to reduce repeated user effort. This enabled faster routing to relevant products and reduced misrouted journeys which reduced drop off rates and number of clarification inquiries.
Restructure information discovery via strategic information architecture
Reworked enterprise IA to clarify segment intent, surface priority products, and separate content depth levels. This allowed users to self-discover curated solutions specific to their needs. Identifying different types of pages also allowed us to build content templates scalable to future material.
Build credibility at key decision moments
Embed logos, testimonials, USPs, and proof points in both landing and lead capture pages. This helped increase user confidence at key decision points, strengthened credibility, improved engagement.
Improving lead quality within real business constraints
Redesigned lead capture and onboarding UX to improve clarity, set expectations, and signal intent within business constraints. As a result, higher-quality submissions received, reducing noise for lead management teams.
Scalable enterprise system
Cohesive visual identity that strengthened enterprise positioning beyond “telco provider,” improved comprehension of how products fit into business ecosystems, and enabled consistent storytelling across landing pages, journeys, and marketing initiatives.
How we got there
The methods
Reviewed all existing enterprise pages against competitor sites to identify best practices for content, navigation, and IA.
Tested key product journeys to uncover pain points and inform the UX redesign alongside enterprise UI updates.
Validated the new IA structure with users on a live tree test, ensuring discoverability and intuitive content grouping.
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