Transforming IBM’s Partner ecosystem
A program, platform and brand transformation
Intro
Maintaining a robust and efficient content management system (CMS) is critical to ensuring user satisfaction and operational efficiency. Our global organization faced challenges with an outdated Drupal-based CMS. With over 1,000 pages of content, no data integration capabilities, and an obsolete design system, the CMS struggled to meet user and organizational needs. My role as the Lead UX Designer was pivotal in addressing these challenges. Working alongside engineers, content teams, and stakeholders, I spearheaded migrating to a Salesforce platform CMS. The project had a tight four-month timeline and needed to account for global translations and legacy content removal.
Initial goals
Reduce sprawling content to fewer than ten pages
Introduce a new brand identity
Leverage Carbon components (IBM’s design system) for a phased MVP approach
LEgacy system - Drupal CMS available components
The components aligned to an Old IBM Design system
Discover and define
The discovery phase involved a deep dive into the current CMS infrastructure and user pain points. Through stakeholder interviews, analytics reviews, and user testing, we identified key issues:
Example of IBM’s Partner analytics used to define the need for a new experience
Pain points
Old design system: The existing Drupal CMS was dependent on IBM’s old design system creating a disjointed experience
Scattered content: Over 1,000 pages of redundant and outdated content created confusion.
No data integration: The CMS failed to integrate with essential platforms, limiting scalability.
Lack of personalization: Users lacked tailored experiences, impacting engagement.
Product journey
My role
As lead UX designer, I:
Mapped the end to end journey: Mapped the existing experience to the “as-is” experience to identify gaps.
Identified Carbon components: Strategically selected Carbon components (IBM’s design system) to accelerate development and ensure consistency.
Designed example patterns: I provided example layouts and patterns for designers to utilize in their designs.
Collaborated cross-functionally: Acted as a liaison between designers, engineers, content creators, and stakeholders to align objectives.
Contributed to content consolidation: Spearheaded the reduction of over 1,000 pages to fewer than ten focused, high-value pages.
Focused brand evolution: Initiated a rebranding effort to align the design with the new identity.
Executed a phased MVP approach: Deployed a systematic strategy to deliver a functional MVP within a tight timeline.
Solution
The solution involved a comprehensive overhaul of the CMS:
Migration to Salesforce: Transitioned to a modern, scalable Salesforce platform with robust integration capabilities.
Content consolidation: Reduced content from over 1,000 pages to fewer than 10 essential pages, focusing on user needs.
Design system implementation: Leveraged existing Carbon components to create a cohesive and responsive design system.
Personalization: Introduced a gated environment and personalized content experiences to improve user engagement.
Global translation support: Accounted for multilingual needs during the migration process.
Mapping the End to End journey
Roadblocks
Several challenges arose during the project:
Legacy content removal: Managing and systematically archiving thousands of pages without losing critical information.
Stakeholder alignment: Ensuring all stakeholders agreed on the new content structure and branding.
Technical constraints: Balancing the limitations of Carbon components with customization needs.
Timeline pressure: Delivering the project within the aggressive four-month deadline.
Business outcomes
Streamlined content: The new CMS reduced content by 98%, focusing on high-value pages.
Enhanced user experience: A cohesive design system and personalized content boosted partner satisfaction.
Operational efficiency: Salesforce CMS’s integration capabilities streamlined workflows for IBM resellers.
Global reach: Multilingual content ensured accessibility for a growing international audience.
Scalable platform: The phased MVP approach allowed for iterative improvements.
Post launch
The evolution of Partner Plus
Post-launch, the platform evolved into strategically placed content in the “IBM | Partner Portal,” offering gated personalized experiences and introducing content as a Service (CaaS). This transformation enabled the scaling of future content, repeatable patterns, and future enhancements and highlighted the importance of UX-driven initiatives in updating legacy systems.
Deliverables
Partner Plus MVP product