Nutanix is a B2B cloud computing company that sells software, cloud services and storage on-premises and in the cloud.

Projects include:

• A full AEM website re-design and replatform

• Custom campaign/conference microsites

• Digital assessment tools

• A premium editorial hub

Website Redesign/Replatform Process

Goals

We needed to build a future-forward enterprise website system built for scale -- designed for a demand generation and data-driven business.

1. The Nutanix products are constantly evolving. Rather than constantly tell our target audience what’s new and how the business is maturing — we have to find a way to scale the offering — without losing our user’s foundational understanding of the products.

2. Support an Enterprise B2B offering, with a traditional sales cycle and form-fill based conversion structure… while simultaneously growing a new SAAS based offering.

3. With a diverse group of buyers, that spans multiple business functions, levels and industry use cases – a key component of success is bringing personalized stories and offers to users, so they understand product value in a meaningful way to them.

4. Data shows that users who spend more time engaging with and consuming content, have the highest probability of becoming customers. We must provide content rich experiences that promote consumption and continued engagement at each stage of the journey.

Key Performance Indicators

Stakeholder Interview Insights

“We’re in the business of solving people’s problems”

Rather than broadcast why ‘Nutanix’ is the best, we think it’s most valuable to consider the user’s pain points -- why are they stumbling upon the site in the first place? What solution are they searching for?

“Do people know what our brand names mean?”

While Nutanix is increasing brand awareness, it will be important to explain products both by name and by function to unfamiliar users.

"You can use our box or buy your own box. It doesn't matter. The secret sauce is the software.”

The advanced software is a core differentiator we hope to highlight so users can understand they are more than just the physical hardware.

“We don’t want the messaging to say people can shop a la carte”

We want to help people understand what Nutanix does, and how the platform is structured -- while also allowing for ‘a la carte’ SaaS growth

Content Strategy

To be most effective, we let the customer and prospects lead. We leverage their needs, concerns, and ultimate goals of the purchase best outline the right content and experiences to support their buying journey.

1. No Jargon: Make the product and vision understandable to ALL audiences.

2. Lead with empathy: Understand the most relevant pain points and triggers that RESONATE with end users.

Pain Points & Triggers: what are the reasons to buy Nutanix?

Buyer Journey

• Awareness — Who is leading the search? What are they looking for? How will they find Nutanix?

• Research & Evaluation — Who else is involved in the process? Who else is doing research?

• Comparison & Costs — What is out there? What’s the cost associated with each product?

• Customer Advocate — How satisfied are current Nutanix users? What efforts are made to turn satisfied customers into advocates?

Industry Review

It’s crucial to review other competitors in the space since it provides valuable insights into existing market offerings, allows us to identify gaps, and areas for differentiation… which ultimately informs a more effective product strategy.

UX Recommendations

1. Integrate an interactive wizard into bottom of funnel pages (product and solution pages etc.) to help users figure out which products are right for them.

• For the end user, walking through a step-by-step assessment can seemingly simplifies the product selection and validation process. It also allows the user to receive a product recommendation customized based on their business needs/pain points. the product in exchange for contact information.

• For Nutanix, this tool will educate users identify with Nutanix offerings and is an opportunity to trade valuable assets for contact information — so the conversation can continue.

• Expected outcomes: a higher-than-baseline rate of conversion at the end of the wizard since the user has spent time getting to the final results screen. Also, the leads should be higher quality than a regular form fill in exchange for a PDF etc. due to the specificity of the questions being answered.

2. Build a binge-able “Netflix-Style” content hub with pre-made content collections that can be delivered based on previous consumption habits and other 3rd party attributes we know about site visitors.

This hub is a way to unify, organize, and personalize content in ONE resource center - regardless if it’s a blog post, video, case study, ebook or analyst report.

• Segment resources by topic, product, industry, and resource type. This allows visitors to find a content that’s relevant to them and immerse themselves in it. “You May Also Like…” or other “Next Up” style recommendation widgets encourage ongoing engagement.

• Promote contextual calls-to-action designed to drive conversions should be placed strategically within content and at the end in order to entice users to take the next step in the buyer journey and provide their contact information to Nutanix.

• Only gate high value content using an overlay. After a few seconds of teasing the full content of an Analyst Report or Whitepaper — show a set of form fields a user needs to fill out in order to continue reading the content. This approach consistently generates more leads than a regular 2 column landing page.

• Integrate an email collection field so users can continue to receive additional content about the topic later — if they like what they’re consuming now.

As we learn what users are interested in based on their stage in the buying process, industry, needs and consumption habits — we can start to understand what users are searching for and when — and eventually personalize the hub to offer the most relevant recommendations.

Component Library

Since the project had lots of moving parts and we worked collaboratively with the client over multiple weeks on the strategy/UX/visual design and development process, we built a component library to ensure our developers worked with the latest iterations of components and naming conventions.