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"One Western Digital" Post Merger Strategy

An alignment strategy was needed for customer facing sales and support digital properties following the merger of four separate companies.

 

Pitched and developed a three year plan to pull seven eComm, Support and Corporate sites together under a common navigation structure to create a single ecosystem for customer lifecycle self servicing.

The Challenge

  • Each site had its own patterns, styles and color pallet that did not align with one another. (SanDisk: Red and Grey, GTechnology: Black and Navy, WD: Orange, Western Digital: Rainbow Colored Data Pulse)

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  • Previously, two separate teams were working on the Western Digital Store and the Corporate site, resulting in  2 sites with the same root domain name.  (WesternDigital.com and shop.westerndigital.com)  This led to SEO conflicts and customer confusion.

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  • Sites did not meet accessibility guidelines, one being sued and another under threat of suit.

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Four examples of the different sites to be pulled into one.
Project end state view.

The Strategy

  • Designed an architecture/taxonomy schema to allow for growth and addition of new programs for B2B, launching in years two of the three year plan.

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  • Created a Centralized Neutral Tone Design System for the Sales, Marketing, and Support sites as a backdrop. 

 

  • Individual Brands continued pallet branding, while adopting common fonts and UI Controls.

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  • Worked with IT to create an API approach that allowed common support activities to be handled pre-login.  (i.e.: KB searches, user guides, data sheets)

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  • Developed an SEO strategy leveraging educational content to garner repeat traffic for resource value material.

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  • Ensured Inclusive Design, meeting WCAG 2.1 AA standards for desktop and mobile experiences for accessibility.

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