Customer
Avaya is one of the world's leading enterprise communications companies, and Avaya.com is its front door for a global enterprise audience: a sprawling website with an established design system, a deep catalog of offerings, a global footprint, and an enterprise governance structure with many stakeholders and a dedicated internal IT organization that owned development.
Challenge
Avaya was undergoing a fundamental strategic shift. The company was moving its go-to-market away from a product-first model toward one centered on solutions and, increasingly, the cloud. That shift had to show up everywhere, and nowhere more visibly than on Avaya.com.
Reorienting a website of that size and complexity is not a single project. Avaya needed an outside partner who could think strategically about the whole site, design specific experiences at a high level of craft, produce specifications precise enough for Avaya's engineers to build from, and do it continuously as priorities and the market evolved. In short, Avaya needed a digital agency of record that could operate inside a large enterprise's process and still move the site forward, release after release.
Solution
Lightning Jar functioned as Avaya's ongoing digital partner across strategy, user experience, and design, working hand in hand with Avaya's marketing team and handing engineering-ready specifications to Avaya IT for build.
Strategy and roadmap. Lightning Jar helped author Avaya's Website Evolution Strategy and Plan, translating the new solutions-and-cloud go-to-market into a prioritized, phased digital roadmap. The work used stakeholder research, competitive review, and user personas to identify and sequence the initiatives that would reshape Avaya.com, with an emphasis on rapid, near-term releases.
Homepage and navigation. Lightning Jar redesigned the Avaya.com homepage to lead with solutions and elevate customer success stories, and reorganized the global mega-menu, navigation, and landing pages so a complex catalog became easier to navigate, with click tracking to understand how customers actually moved through the site.
Self-guided solution discovery. Because enterprise buyers research before they ever talk to sales, Lightning Jar designed the tools that help them self-educate: the solutions section, a solution finder, solution cross-sell experiences, and a redesigned case studies section that put proof front and center.
Content and engagement experiences. Across the site, Lightning Jar designed the experiences that carry Avaya's story: a blog redesign, a video portal landing experience, launch microsites, a partner locator, and a redesigned live-chat interface to connect prospects with help in the moment.
Commerce and purchase journeys. As Avaya moved toward cloud and subscription models, Lightning Jar mapped the commerce and purchase journeys, including the Avaya Breeze purchase journey, and designed cloud commerce experiences to bring modern, self-service buying to an enterprise catalog.
A repeatable operating model. The engagement ran on a consistent, enterprise-friendly model: discovery and strategy, then user experience and information architecture, then visual design, then a Design and Data Mapping specification precise enough for Avaya's IT team to build from, followed by design-level QA support through launch. Lightning Jar owned the thinking and the design, and Avaya's engineers owned the build, with clear handoffs between them.
Ongoing analytics and optimization. This was not a one-and-done redesign. Lightning Jar delivered ongoing analytics and monthly performance readouts on Avaya.com, using real usage data to diagnose issues, prioritize the next initiatives, and keep improving the site over time.
Results
A years-long digital agency-of-record partnership that reshaped Avaya.com around the company's shift from products to solutions and cloud.
A strategy-through-specification operating model that fit a large enterprise's governance and internal IT build process, release after release.
A more navigable, solution-centric site, from the homepage and mega-menu to solution finders, cross-sell, and case studies, designed to help enterprise buyers self-educate.
A broad library of designed experiences across content, video, partners, live chat, and commerce, including purchase-journey and cloud commerce design.
A continuous cycle of analytics and optimization that treated Avaya.com as a living property to be improved month over month, not a single project.