The challenge

Cisco isn’t just a company—it’s an ecosystem.

With decades of innovation across networking, security, cloud, and collaboration, Cisco’s digital presence had grown into something massive:

• Thousands of pages

• Multiple audiences (enterprise, SMB, developers, partners)

• Deeply technical products and solutions

The result:
A site that contained everything—but made it hard to find anything.

For a company that “securely connects everything” , the experience itself felt fragmented.

The insight

Complexity isn’t the problem.
Unstructured complexity is.

Users weren’t failing because Cisco lacked content—they were failing because the experience didn’t guide them:

• What is this?

• Is it relevant to me?

• What should I do next?

The opportunity was not to reduce what Cisco offers—
but to organize it in a way people can actually navigate.

The idea

Turn the website into a system—not a collection of pages.

We reimagined Cisco.com as a structured, scalable experience that:

• Guides users by intent, not org chart

• Connects products to solutions and outcomes

• Makes a vast ecosystem feel coherent and usable

Not a redesign.
A re-architecture of how Cisco shows up digitally.

The approach

1. Design for multiple entry points
Users don’t start at the homepage.
We built a system where every page acts as a clear entry point—immediately answering:

• What this is

• Why it matters

• Where to go next

2. Shift from product-first to solution-led
Instead of forcing users to understand Cisco’s structure, we reorganized content around:

• Business needs

• Industry use cases

• Outcomes and capabilities

Connecting technical depth to real-world relevance.

3. Build a scalable design system
A modular system of components and templates created consistency across thousands of pages—while allowing flexibility for different content types and audiences.

4. Reduce friction, increase momentum
We streamlined navigation, clarified hierarchy, and improved content flow—so users move forward instead of getting lost.

The experience

A restructured digital ecosystem that:

• Makes complex offerings easier to understand and explore

• Connects products, solutions, and stories into a cohesive journey

• Supports multiple audiences without fragmenting the experience

• Scales with Cisco’s ongoing innovation

The result is a site that feels less like documentation—
and more like a guided system.

My role

Creative Director

• Led the overall vision for restructuring Cisco’s digital experience

• Defined the shift from product-first to solution-led storytelling

• Guided UX, content strategy, and design system development

• Aligned cross-functional teams across a large, complex organization

• Ensured the experience balanced depth with usability

The impact

• Transformed a fragmented site into a more intuitive, navigable system

• Improved clarity across Cisco’s broad and complex portfolio

• Created a scalable foundation for future growth and content expansion

• Strengthened how Cisco communicates its value across audiences