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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  • Outdated tech and disconnected systems​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 Customers, internal sellers, and partners all use different tools -most of which are outdated and disconnected.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

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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.

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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.

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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.

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⚙️ 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.

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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.

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📦 Final Deliverables 

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

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