Juniper
Redesigning Junipers website for enhanced user experience and increased user adoption
The problem
Juniper has a rich legacy in hardware and network technology, but with a growing focus on software and subscription revenue, the company recognised the need to evolve its experience strategy and design system. This was necessary to support a seamless, multi-channel customer journey that meets the needs of modern customers.
The results
17% year-over-year increase in site visits
2X conversion rate increase
for the “Contact Sales” form
27% overall engagement rate increase
The process & team
Over the course of 2 years, we collaborated with a diverse group of executive stakeholders to kick off a rapid and ambitious CX vision exercise. This exercise was aimed at showcasing the potential of a future site, based on strong experience principles. With unanimous support from the stakeholders, we led the discovery process, which involved identifying user needs, challenges, and competitive insights. We then used this data to identify key pages and unmet user needs and developed a design and development roadmap to guide a comprehensive site redesign effort.
ROLE UX designer
DURATION 2 years (not all work included in this case study)
DEVICES Web pages
PROJECT Research (website & competitor audit), IA review, wireframing
Uncovering the full picture
through a site audit
Uncovering the full picture
through a site audit
We identified four key issues
with the user experience:
1. Unclear purpose of pages
The intent of each company page is unclear the pages do not make a clear statement, tell an impactful story, or identify clear next steps.
​
2. Inconsistent site hierarchy
​
-
The structure of company page templates differs enormously from one another.
-
There are navigation issues and inconsistencies.
-
The use of tabs means a lot of information is hidden and the user has to go in search of it. ​
​3. Non-intuitive user journeys
​
There are multiple ways to navigate through the company pages which stray from a clear path. In addition, users are led off-site or to other pages without warning.
​
4. Inconsistent visual identity
​
Juniper can elevate its visual identity by showcasing its brand personality cohesively. We want users to recognise the Juniper brand at a glance.
​
​
Our recommendations to improve the site:
Refine purpose of the individual sections
Overall, ‘Why Juniper’ and ‘About us’ showcase similar content while addressing a different audience and conveying a different message. By creating a clear proposition for each section, we’ll address the right user at the right time. ​​
Create clear user journeys
​
Content is spread out across different pages which, at times, means pages lack the depth and rigour to create a compelling story. Combining essential sections and collating similar content will create a richer experience.
Streamline & consolidate template
​
Overall, ‘Why Juniper’ and ‘About us’ showcase similar content while addressing a different audience. By creating a clear proposition for each section, we’ll address the right user at the right time. ​​
Refine purpose of the individual sections
Overall, ‘Why Juniper’ and ‘About us’ showcase similar content while addressing a different audience and conveying a different message. By creating a clear proposition for each section, we’ll address the right user at the right time. ​​
The vision for Junipers website redesign
To streamline these sections into three different page
templates with a flexible set of componentswith the user experience:
Landing
For pages that act as an introduction and entrance to a section.
Content
For pages that generally hold a lot of content, whether imagery or text.
Directory
For pages that require searching or browsing through similar content.
BEFORE
AFTER | CONTENT PAGE
Success stories
Sarah Lesway-Ball ​
​Global Experience Director at Juniper Networks​
The results from our work with Beyond speak for themselves. We’ve seen increased engagement, higher conversion rates and seen customer satisfaction grow. While the site redesign has driven much of this, what’s made a real difference is the introduction of new buying and sales enablement tools that’s brought more functionality to the hands of customers and prospects alike. It’s modernized our digital strategy in line with Juniper’s broader sales and growth goals.
Final thoughts
Over three years, my collaboration with Juniper has been diverse and rewarding. Together, we have tackled multiple projects, ranging from case studies and product pages to research and strategy pieces, all of which contributed to strengthening Juniper's brand and supporting its sales efforts. One of the most significant accomplishments of this collaboration was the development of an end-to-end component library that has grown immensely over time. Thanks to this library, building new pages for the website has become a straightforward task, streamlining the company's content creation process and improving their online presence.