Commerce | JMBUX

Designing Clarity Into Cisco’s B2B Chaos

A product design led transformation grounded in ruthless simplification.

🔥 Outcomes not Outputs

60% click reduction

110% CSAT Improvement

45% faster quoting

775 research participants

“This work helped highlight how the future eCommerce experiences needed to be implemented and how it could be done quickly. The go-getting nature of the team and quality of result was impressive.

Jupiter was key in driving that work.”

Elissa - SVP Engineering @ Cisco

🚀 What I Drove:

Design strategy and product vision
End-to-end experience design
Research planning and execution
Executive design reviews
VP and Director-level stakeholder engagement
Team mentorship (10+ designers, strategists, researchers)

CUSTOMER QUOTE ⛔️

“This is the most important area to improve. I avoid using it if I can.”
Karl - Cisco Reseller

PAIN POINTS ⚠️

Fragmented experiences - pre & post-purchase
Manual & Complicated; not contextually aware
Different platforms for different user types
Outdated tech and disconnected systems

BACKGROUND 🧬

Cisco offers multiple routes to market for its products, each with its own distinct commerce experience. Customers, internal sellers, and partners all use different tools -most of which are outdated and disconnected. The result is a fragmented, complex, and inefficient system.

Disjointed commerce systems were reducing agility, increasing cost, and slowing revenue growth.

🧩 Our Challenge

💡 Discovery

90% of revenue was delivered through partners. This was the obvious starting point.

WHAT WE DID 🛠️

Facilitated a 10-team, 30-personjourney mapping workshop
Mapped current-state end-to-end journeys across key sales motions and roles
Included frontstage and backstage processes across systems
Interviewed partner sellers and support roles
Analyzed existing research and partner sentiment
Identified breakdowns in quoting, approvals, renewals, and expansion

WHAT WE LEARNED 🧠

The partner journey was fragmented across tools, teams, and motions
No single group had end-to-end ownership or visibility
Internal teams held conflicting definitions of “good”
Recurring revenue offers introduced more friction, not less
Most tools were built for transactions—not relationships
The pain wasn’t just UX—it was systemic and organizational

WHAT I CONTRIBUTED 🔗

Aligned cross-functional teams on key friction points
Brought partner journey insights into roadmap planning
Identified strategic opportunities to drive simplicity
Mapped future-state flow that informed prioritization
Established a partner pipeline for ongoing concept testing
Created visibility around partner pain points across stakeholder teams
Documented user goals and task flows to support design priorities

🔑 Design Strategy

Discovery uncovered the gaps - our job was to close them with focus, clarity, and alignment.

CLARITY 💎

We defined what mattered - workflows, entry points, and platform touchpoints - so teams could prioritize with confidence.

FOCUS ♟️

We targeted high-impact partner tasks and critical friction points to ensure design effort translated into business value.

ALIGNMENT 👍

We built early agreement with execs and partner teams to stay locked on scope, reduce churn, and speed up delivery.

From clarity came signal - behavior, sentiment, and strategy converged into a modular foundation built for flexibility and scale.

ALIGNMENT ✨

Partnering with product and engineering to define scope and requirements - grounding design in real constraints, earning C-level confidence, and focusing on solutions we knew we could build.

⚙️ Design Execution

By defining clear requirements, we drove cross-functional solutions through architecture, flows, and functional prototypes.

IA & FLOWS 🧰

We prioritized key partner use cases, defined critical offers and flows, and mapped them into scalable patterns to drive alignment, investment, and downstream execution.

PROTOYPING 🎯

We translated prioritized use cases into functional prototypes. These were used to validate design with users, align executives on vision, and accelerate engineering planning.

USER IMPACT

Surfaced relevant details at the point of need, accelerating decision-making and improving partner satisfaction.

COLLABORATION

We sought out an Ai partner team to integrate an Ai assistant directly into the experience - reducing friction and context switching.

PROBLEM IDENTIFIED

Partners were copying data into Google to make sense of products—signaling a critical content access issue.

🤖 Bringing Ai To Life

We tackled a major pain point with an Ai-powered prototype, streamlining research and providing contextually relevant answers.

🤖 Final Deliverables

These screens reflect the final state of our design vision. Modular, scalable, and shaped by relentless collaboration across design, product, and engineering.