Making it Easier to Buy IBM Cloud Services
ibm cloud catalog
The IBM Cloud Catalog, the primary place users find and purchase IBM Cloud services, had not been updated in years. This outdated structure could not scale with the numerous new offerings added over time. The result? Users struggled to find the services they needed.
Additionally, internal product teams faced challenges with updating their content. The process was time-consuming and complex, leading to outdated and unhelpful information.
The problem: Outdated IBM Cloud Catalog Experience
I helped determine our priorities, communicated and managed expectations with many stakeholders, oversaw UI changes, and continued developing our future strategy.
We held several one—to two-hour working sessions with key team members to kick off our efforts and align the entire team. In these sessions, we mapped our users’ main needs onto a timeline to determine our scope.
My role as UX Designer and Product Strategist
1. Improve Product Discovery in the Catalog: Reorganize and categorize products for easier navigation.
2. Provide better guidelines for product teams: Create clear and concise guidelines for content updates.
Goals for the Catalog Improvement Project
- Performed an A/B test to compare the new categories against the old structure
- Monitored traffic and conversion rates over several weeks
- Found that the new categories improved user navigation and conversions
- Rolled out the new categories to 100% of traffic based on positive results
Testing and Implementation:
Improving Product Discovery
- Conducted market research to identify industry-standard categories
- Organized products into these new categories for better alignment
- Developed a new section in IBM’s Human Interface Guidelines focused on the catalog
- Provided specific recommendations on character count, use of images, and media
- Offered improved methods for addressing user needs
Creating Better Guidelines for Product Teams
- Received positive feedback from product teams who were eager to improve their listings
- Many teams appreciated the structured guidelines and the reminder to refresh their content
- Teams that updated their listings according to the new guidelines saw improved traffic and conversions
feedback and results
New UI design
Old UI design
Finally, we also gave the catalog a visual refresh, updating it to comply with design system standards. We expanded the cards to accommodate an additional line of text, enhanced the appearance of the search bar, and ensured the page was responsive.
UI updates: Complying with Design System Standards
Through strategic updates and collaboration, the IBM Cloud Catalog now offers a better user experience and streamlined content management. These changes have provided significant value, improving user satisfaction and conversion rates.
Conclusion
Across the board, the conversion funnels were either unaffected or improved from our shortened list of categories. Additionally, several product teams who updated their content to comply with our guidelines have seen improved traffic and conversion, a testament to the success of our efforts.
Outcomes: Improved Conversion and Discovery
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