Challenge
IFollowing the Turbonomic acquisition, legacy sites needed migration into the IBM ecosystem while addressing critical UX gaps. Competitive analysis revealed poor product discoverability due to lack of dedicated navigation, siloed content across pages, and incomplete information architecture compared to competitors. The result was low engagement and limited client interest.
Team: Annmarie Avila | Alexande Ku | Insaf Sulaiman | Carlos Ruiz | Joe Rodriquez | Uriel Hernández Torres | Kendall Carpenter | Judi Adolino | Michael Goodwin | Tristan Cobb | Delphine Giboyau
Competitive Research & Site Audit
Competitive analysis and site audits revealed a fragmented product experience across IBM Security Verify sites. The legacy system failed to differentiate between consumer and workforce security solutions, while siloed content and confusing navigation prevented users from discovering multiple Verify products. Generic stock photography missed opportunities to showcase product value, discouraging purchase decisions and contributing to low engagement rates.
Information Architecture & User Flow
The team collaborated with SEO specialists and product marketing to develop a consolidated sitemap addressing content redundancy and navigation confusion. New wireframes reflect enhanced, intuitive user flows that transform scattered product pages into a cohesive family hub. This strategic consolidation improves findability, builds brand value, and aligns with business goals of improving page performance and increasing conversion rates.
Visual Hierarchy Strategy
A visual system was developed to differentiate product levels (L0, L1, L2) through distinct illustration styles and treatments. The approach moved away from generic lifestyle photography that failed to showcase product value, instead creating custom illustrations aligned with content strategy. Drawing inspiration from competitors like Okta and extensive research across design platforms, the solution features a unique collage-style sliding animation with icons representing identity verification steps, an unprecedented visual approach for IBM sites that compellingly represents product capabilities.
Product UI Enhancement
Legacy sites featured poor-quality screenshots that undermined product credibility and user trust. Product UI was recreated with enhanced legibility, removing unnecessary elements to focus on key features and functionality. This professional presentation ensures users can clearly understand product capabilities while building confidence in the solution.
Design System Documentation
Comprehensive documentation was created covering the systematic approach to UX, content creation, visual asset design, and site migration processes. This detailed guidance provides production designers responsible for ongoing site maintenance with clear standards and processes, ensuring consistency and quality across all Security Verify properties.
Transformation: From Fragmented Legacy to Cohesive Product Ecosystem
The Security Verify sites were transformed from underperforming, fragmented pages into a unified, high-engagement platform. The refreshed family hub establishes cohesive brand storytelling, improves navigation and visual appeal, and drives significant increases in user engagement and conversion performance. Strategic consolidation and custom visual systems position Verify as a standout brand in the enterprise security market.
