CDW Healthcare Technology
In a team-wide effort to overhaul CDW’s many solutions and industry pages, I was tasked with designing a template to accommodate a number of PDFs, links to articles, and videos. The page ultimately performed well, with ~22% of visitors reaching the bottom.
FOCUS
Sketching
Web Design
Adobe Experience Manager
Production
The context
CDW.com is an eCommerce platform offering not only technology products, but solutions and services for business, government, and education segments. This project was one of the first in a series of industry page redesigns, and has ultimately been repurposed for upwards of ten other industry and solution pages focusing on engagement with content and assets.
Preliminary sketches to determine the page layout.
Sketching
In order to measure performance, pages on CDW.com typically fall into one of two broad focuses: transactional and engagement. In this case, the content editor and the stakeholder determined an engagement-focused KPI, and I sketched the design to harmoniously feature two main content types. Videos and PDF or article assets typically coexisted in a very blocky manner—a 16:9 video box alongside a custom PDF thumbnail image.
CONTENT TYPE 1 Video
In the past, videos on CDW.com were only featured in a rigid 16:9 box with dated system settings. I established a work-around with our “Image Video Replacement” component to create the illusion of a full-bleed video player.
CONTENT TYPE 2 Link to PDF Asset or Article
PDF assets generally exist in the form of White Papers or Data Sheets, which often make for visually uninteresting thumbnails. In this design, I chose to simplify these assets visually with an icon and a link, while also eliminating production work.
The build
In the scrollable prototype, you’ll find the final layout for the suite of industry and solution pages.
I worked in Adobe Experience Manager to complete the build. I chose to employ full bleed imagery throughout the page and alternate the layout—presenting the body copy, PDF assets, and videos in a visually interesting way.