VMware aimed to shift its focus towards becoming a SaaS-first, Multi-Cloud leading company. As the lead designer, I oversaw the redesign of over 40 SaaS product pages, which ultimately led to a notable 17% increase in engagement and a 19% reduction in bounce rate upon implementation.

CompanyVMwareServicesUX Design, ResearchYear2023

The Challenge

There is an underutilization of SaaS Subscription information on VMware product pages. This results in unclear value representation, inconsistent pricing information, and ineffective communication of customer benefits to potential customers.


Goals & Objectives

VMware wants to shift focus to be a SaaS-first, customer-centric company, leading in the Multi-Cloud world.
  • Streamline the Journey: Incorporate best practices to remove barriers to conversion.
  • Increase Engagement: Deliver the right content, with the right voice at the right time.
  • SaaS First: Develop new SaaS product and solution templates that deliver the content customers expect.

My Role

On a cross-functional team, I lead the user experience by:

  • Delegating project tasks to the appropriate teams and people.
  • Collaborating with content strategists and project leads to ensure content is properly utilized within each page.
  • Working closely with IT developers in the creation of 10 new components and enhancements.
  • Oversaw and organized the UAT of over 40 product pages to ensure pixel perfection for each page.

Discovery

Competitive analysis was delegated and run by a third-party partner. The team looked at 15 SaaS websites (9 competitors and 6 inspirational SaaS sites).

Key findings:

  • Add a clear CTA to quickly get visitors into the try/buy stage
  • Pricing information is key for SaaS products
  • Promote key resources on the page while still  providing access to the full resources library
  • Showcase integrations while connecting to tools library or resources
  • Add bold proof points tied to value and ROI

Content Analysis

Ideate

At this stage, I identified which components could be utilized directly from the design system, which components needed an enhancement, and what new components needed to be created.

Ten new components or enhancements were created in the course of 2 months. I worked closely with IT developers and assigned my teammates for UAT to ensure high quality creations.

Test

An A/B test was run on a highly trafficked page over the course of 1 week, with 99% confidence in the results.

+17%

ENGAGEMENT (CTR)

-19%

BOUNCE RATE

+29%

AVG. TIME SPENT

Design

Scope

Designed 10 new components and handed off detailed specs (including all breakpoints, interaction notes, and accessibility) to development to add to the Design System, including:

  • Anchor navigation
  • Proof points tied to value and ROI
  • Streamlined pricing design

…to name a few.

Assigned UAT to other UX designers to ensure the highest quality of design at completion.

Template Creation

A template was created for the SaaS product pages to keep consistency between all pages now and for future SaaS products. Many components had alternative options in order to cater the design to each business unit and its content.

SaaS Product Template


Validate

Analytics

42-day post-launch results (US only)*:

*An average across all 40+ product pages. Some percentages were +/- depending on page impressions and content quantity.

+7%

ENGAGEMENT (CTR)

+42%

HERO BANNER ENGAGEMENT

-37%

BOUNCE RATE

User Testing

Working with our UX Research Lead, usability testing was performed on 3 new components to ensure positive usability. Here are 2 key findings:

Anchor Nav
  • The sticky functionality of the new anchor navigation added findability of content within the page.
Contact Form
  • The in-page contact form added a positive experience, though caused some participant frustration when expanding the contact form.

A/B Testing

I also delegated an A/B Test on the in-page contact form with the hypothesis: “If we expose the entire form on the new product template, user expectations will be better set and they will be more likely to successfully complete the form, as measured by form submissions.”

The test ran for 63 days between July and September with these results:
  • A – Collapsed form (control)
  • B – Expanded form - 42.30% lift
  • C – 2-column form - 12.41% lift

All SaaS product pages are in the process of an update to utilize the expanded contact form.

Company Impact

The redesigned SaaS product pages were launched at the beginning of the first quarter of fiscal year 2024. This reflected a good start to the fiscal year in which VMware saw an increase in subscription and SaaS revenue, with growth of 35% year-over-year, and a total revenue increase of 6% overall for the company.

+35%

SaaS Growth YoY

+6%

Revenue Increase

Final SaaS Product Pages

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