the problem
Calix had grown into a leading broadband technology provider, but its website had not kept up.
calix · ux design
calix website redesign
A persona-led redesign of the Calix website so prospects and customers could find the right product, and the marketing team could build pages without starting from scratch.
the two-minute version
what i did
A persona-led redesign of the Calix website so prospects and customers could find the right product, and the marketing team could build pages without starting from scratch.
the result
Organic traffic and lead generation went up.
the problem
the problem
Calix had grown into a leading broadband technology provider, but its website had not kept up. Organic traffic was slipping, navigation confused both prospects and customers, and every page was custom built, so nothing looked or behaved the same.
the process
audit the site
Grouped navigation around how each persona thinks, used progressive disclosure on heavy pages, and defined clear page types for desktop and mobile.
learn from the market
Ran an "Ask the Audience" competitive analysis: broke competitor and industry-leader pages into content blocks to see how the best ones tell their story.
map the journeys
Calix had personas but not how they used the site. I added the critical flow for each persona and tied it to a business KPI, then refined it with the client.
build a component kit
With no design system in place, I created a set of standard components (heroes, CTAs, 3-ups) and paired page definitions with a copy lead. Wireframes went from blank pages to assembly, saving hundreds of hours.
wireframe in flows, not pages
My designer and I built wireframes in batches based on the critical journeys, so usability tests could follow a real task from start to finish.
stay through the build
Kept UX check-ins with design, brought the developer lead into every review, and wrote a hand-off guide for the sprints.
the outcome
the outcome
Organic traffic and lead generation went up.
People could find their way around: navigation improved and drop-offs fell.
Reusable components and templates made every page consistent and faster to build.
The site moved closer to ADA compliance.
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