CenturyLink Cloud Platform
Created for CenturyLink
Through a process of user centered design, we created a brand and product platform aimed at IT decision makers encouraging adoption of CenturyLink’s progressive cloud services for business. Direct conversions increased by 500% in the first 4 months after launch.
We translated a strong strategy and created a unique user experience positioning CenturyLink Cloud as a progressive and viable solution, presenting the offering with a modern responsive design. The scalable infrastructure we developed facilitates an evergreen design and a constantly expanding product offering. Our work was done in collaboration and often colocation with the client. This allowed us to quickly implement and iterate solutions.
Serving the User
The goals for the platform focused around ease of adoption and the ability for new and existing customers to navigate solutions. Solutions Included lowering the barrier of entry for customer trials and conversion, an improved structure of helpful information and delivery of priority content.
The Problem Contains the Solution
Through an extensive audit of the current site, we created series of service flows and wireframes. This informed key paths, actions and gaps within the current platform we could address to deliver a better, more concise user experience.
Research and insights were quickly translated as low-fidelity prototyping to validate proposed flows and structures.
Introducing a new product offering from a trusted name, we worked within the current CenturyLink brand to create an associated design language for CenturyLink Cloud.
Determining the right tone for the audience of IT decision-makers, we arrived at distinct global elements and treatments including colors, iconography and styles of content blocks.
The global elements of the design language established a foundation for an evolving styleguide. Immediately we could use the guide to rapidly design pages and content types, and as new needs were encountered, they were addressed and incorporated into the styleguide for future solutions. Ultimately we developed a robust design system entirely represented within the styleguide, further facilitating agile development.
Tools and Information
The CenturyLink Cloud customer is informed and expects to find solutions to key questions when determining the product as viable for their business as well as throughout the process of using the product. We created tools and organized specific sets of content to improve the delivery of solutions.
A suite of calculators allow IT decision-makers to evaluate the pricing model, estimate various scenarios, and eventually select CLC as the right solution for their business.
This aspect of the experience reduces barriers to getting started with the service, encouraging user adoption.
To help users better learn the platform and navigate support solutions, we standardized a series of content modules and best practices to maintain consistency across guides.
On the back-end, we created a scalable infrastructure to facilitate evergreen design and an expanding product offering. This approach also allows for non-technical team members to contribute while enabling complete version control.
A Growing System
As the platform expands, we’re an ongoing strategic creative partner for a series of initiatives targeted at IT decision-makers. Up next is a new system of case studies and other relevant content materials that are the foundation of awareness efforts for the new brand and product offering.
At a Glance
What is was
An enterprise brand website and suite of tools for a new product offering of cloud services from CenturyLink.
What we did
Strategy and user experience, art direction, interaction design, development and future envisioning.
Why it worked
Strategy for user experience focused on ease of adoption and navigating solutions, a scalable design language and an agile development workflow to support a growing brand and product offering. Direct conversions increased by 500% in the first 4 months after launch.