Cisco Commerce Workspace
Simplifying B2B Buying Experience
Cisco Commerce Workspace (CCW) is a 21-in-1 Enterprise commerce platform for quoting, configuring, and ordering Cisco products, services, and subscriptions
Overview
Imagine a world where B2B deals take weeks to close, and partners spend hours daily just troubleshooting. This was the reality for Cisco's Commerce Workspace users. Our challenge? Transform this fragmented, inefficient platform into a streamlined powerhouse of productivity.
Challenge
Slow deal cycle completion due to cluttered and overwhelmed user interfaces
Goal
Reduce deal cycle times and improve user satisfaction
Result
Partners produce five times as many quotes, complete deal cycles three times faster, and increase their productivity by 95%
Personal Impact
Leading a small but mighty team of designers, I embarked on a journey to transform Cisco's B2B platform. We put our partners at the heart of every decision, diving deep into their needs and constantly refining our designs. It's been incredible to witness the transformation - a smoother, more efficient platform that's revolutionized how our partners work.
Initial Findings
We discovered a digital labyrinth where partners felt overwhelmed by choices and unclear progress indicators. It was clear: we needed to simplify without sacrificing functionality.
High-level Business Goals
Create a cohesive experience for users within CCW
Reduce the Deal Cycle Time to bring in revenues
Research
We rolled up our sleeves and dove into the trenches with our stakeholders, sales teams, and partners. What we found was eye-opening:
A staggering 90% of partners felt swamped by choices, while users grappled with a maze of unclear progress indicators and inconsistent features. The overwhelming choices and inconsistent features led us to prioritize a unified experience strategy. We knew we needed to simplify without sacrificing functionality.
One-on-one interviews painted a picture of partners drowning in multiple deal versions, with troubleshooting tasks gobbling up over 5 hours daily. If we could create a clear, linear progression, we could save partners valuable time.
Support ticket analysis exposed a critical platform challenge: 90% of users navigate a feature minefield, where discounts, configurations, and add-ons appear unpredictably across tools, creating a complex puzzle that partners must meticulously solve to ensure consistent functionality. The cognitive overload partners experienced pushed us to focus on information structure optimization. By implementing a hierarchical structure, we could help users focus on critical details without feeling overwhelmed.
Key Insights
90% of partners are overwhelmed with contents at any given moments.
Insights Challenge to complete task and making decisions
Partners take weeks/months working on a deal
Insights Users may abandon tasks or make errors if they feel overwhelmed due to cognitive overload
No clear progress trackers where users are
Insights Users are not confidence to complete tasks or abandon due to frustration
Repetitive features with different names and experiences between CCW tools
Insights Reduce efficiency and productivity between tools
Ideate
Armed with these insights, we assembled a dream team of designers, engineers, analysts, and project managers - a cross-functional squad united by a single mission to transform the CCW platform. Our goal? Create a unified experience that would guide users effortlessly through complex workflows. We employed several key strategies:
Data-Driven Decision Making
We didn't just rely on our gut feelings. We let data drive our decisions, conducting A/B testing, surveys, and one-on-one interviews to inform our choices.
Design Sprints
We conducted 2 weeks design sprints, bringing together cross-functional teams of designers, engineers, analysts, and project managers to rapidly prototype and validate new and existing revamp features.
User Personas
We created four key user personas: Managers, Internal User, Distributors, and Partners. Each representing a different facet of our user base. These personas weren't just characters on paper - they became our north star, guiding every decision we made.
Click on image to view in details
User Journey Mapping
For each feature release, we mapped out the customer journey, ensuring we were addressing real-world scenarios at every turn.
an User Journey Mapping example for a CCW Feature. Click on image to view in details
Our design process explored numerous innovative solutions, each addressing a critical pain point in the user experience. While we developed multiple approaches, four key solutions emerged as transformative:
Implementation and Rollout
Given the scale of the project, we knew we couldn't just flip a switch and hope for the best. We adopted a phased rollout approach:
Gradual Feature Releases
We introduced new features incrementally, allowing for continuous improvement and feedback. Our unified experience strategy was the first step towards the new design system.
Pilot Program
We cautiously launched with Cisco internal users first, gathering valuable feedback before releasing to all users.
Feedback Loop
We established an ongoing system of surveys and one-on-one feedback, allowing us to quickly address issues and iterate on features.
Outcome
Our comprehensive redesign transformed CCW from a complex maze into a streamlined superhighway of B2B commerce. By reimagining every touchpoint, we turned a frustrating platform into a powerful tool that accelerates deals, empowers partners, and redefines how Cisco does business.
3x
Faster Deal Cycle Time
5x
More Quotes Enhancement in Partner Productivity
85%
of All Customer Interactions Powered by AI Chatbot
These weren't just numbers - they represented real improvements in partner productivity and customer experience in the B2B buying process.
What I Learned
By combining deep user research, collaborative ideation, and iterative design processes, we were able to create a solution that truly met user needs and business objectives. It reinforced the importance of aligning UX strategy with business goals and leveraging cross-functional collaboration. This journey wasn't just about redesigning a platform - it was about reimagining the entire B2B buying experience. Yes, the project took time to complete. But in the process, we didn't just transform CCW - we transformed how our partners work, how deals are closed, and ultimately, how Cisco does business.
