Digital Commerce

Digital Commerce

Significant productivity gains via a commerce UX strategy



Successful Business Outcomes


3X Faster

Deal cycle time

5X More Quotes

Enhancement in
partner productivity


Of all customer interactions
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How can one large enterprise succeed over others?
Could design enhance business value and deliver the much-needed edge?


With Cisco Commerce Workspace (CCW), we uncovered this connection to help automate the lifecycle of a proposal, quoting and ordering process. What we delivered in turn was larger business visibility to make informed decisions for large enterprises. 





We kick-started by taking a step back, and stepped into the shoes of Noah, who was looking to buy a bunch of security products for his global headquarters.

Noah faced a tough line-up of challenges 



Completing the CPQ (Configure Price Quote) process was a nightmare

Noah visited different tools in order to complete the process. There was a need to bring all silos under one umbrella. Most of the work required manual tracking, making it tiring and cumbersome. 


Customers are unable to figure out when are they getting approvals for submitted quotes eventually leading to increase in support cases.

This led to rising costs and a greater learning curve. 


Lower win rates because of lengthy and time-consuming Quote process.

Sales representatives sometimes reject the new configure, price and quote (CPQ) solution because it does not save their time nor improve their win rates.



Product Team


All in all, it was a scattered, disconnected, inconsistent and error-prone experience.

“There was an urgent need to simplify processes and deliver a unified and easy product experience to partners and employees alike. With CCW, we wanted to bring about a major shift in our foundational capabilities and everyday efficiencies.”


While all one needed to do is bridge the gap between vision and execution, the bridge was a long one

Silos can’t be knocked down, but they can be bridged




Jane’s team had 15+ years of Sales Experience and development efforts. Turning it on its head was going to be anything but easy. So we decided to tackle it in cycles.

We started by making Jane and the Cisco Commerce team immerse into the world of Noah, so that they could craft solutions keeping users in mind. To deliver a smooth user experience to Noah, we created a three-pronged approach for Cisco Sales Experience




Finally, we took a UX-led approach to product creation

We needed design throughout development, not just at the early concept phase. The shift from “prototype once to prototype often” allowed us to keep testing and improving upon the concepts.

Discover and Define Phase

We narrowed down on major personas for all tracks. We crafted their journey defining their goals, expectations, touch points, experience and problems. This intense exercise of delving into users like Noah uncovered the inconsistencies and a need to elevate experiences for them.



Bringing people into the same room to generate ideas



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Implementing a seamless experience was a different ball game

It is best described using the following categories



Design Solutions with ITAs

We worked on design solution and iterations with Business Analysts and ITAs. After identifying key problem areas, we focused on selective hero screens to implement frequently used scenarios.



High Fidelity Mockups

After creation, these were reviewed with solutions to cover all scenarios and impacted screens in line with user stories.



Partner and Business Review

We double checked to ensure that the existing functionality is seamless even after implementing the new solution. Its effectiveness was analysed through heuristic and usability evaluation, while stakeholder and partner feedback incorporated for optimization. We conducted Task Performance Indicator (TPI) for CCW to identify areas to improve further.



Development Integration

This included Component Library, HTML /JQuery and Angular Deliverables, Onsite Support for rapid fixes and Quality Assurance.


On a live site and with an active customer like Noah, planning each functionality and release was the key to success


Design System & Component Library

We created a shared library of components for everyone to use

In our quest to achieve UX Engineering Excellence to drive reusability, consistency, increase development velocity, we created a design system to help conceptualise, build and ship new features, iterations and products much faster, and more efficiently.





Our aim was to create ways of working to support faster cycle times for projects, greater connectedness among different functions and units, and more external engagement with customers and partners.

A simple implementation led to a slew of positive benefits

Happier Customers

Effectiveness in completing tasks and more satisfaction for customers



Automation meant faster lead-to-order conversion


Organized design governance and a system applicable across devices


A pervasive, seamless experience that is consistent between user and customer




Ease of doing business is a priority for Cisco. They needed help with building and implementing a Commerce UX strategy.

We helped them build a cohesive and consistent experience that delivered empathy, and inspiration along with engineering excellence.

We developed CCW as a combined tool for quoting, configuring and ordering Cisco products, software and services. For our partners, the consolidation of business processes into CCW today, continues to result in faster bookings and significant productivity gains.


Product Team


“Thanks to a consistent, cohesive user experience and standardization across tracks created, we received a process that was easy to build, simple to use and perform tasks, while driving reusability, consistency, and increasing development velocity. It was an ideal mix.”