ANA DIEZ
Digital repositioning
Citrix was known for remote access yet the market category growing exponentially was desktop as a service (DaaS).
Align our offerings and content to distinct customer needs with updates to site navigation, web copy, data sheets, content offers, interactive calculators, forms, emails, personalization, chat, and more.
Right now, everything feels too generic—people have to dig to find what’s relevant to them. We need a more guided, personalized experience that makes it easier for customers to understand how we can solve their problems.
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Defining the problem
The company’s digital experience wasn’t effectively connecting with diverse customer segments. Content and offerings were presented in a one-size-fits-all manner, making it hard for customers to quickly find the most relevant solutions.
Mapping the customer journey
To better align our offerings with customer needs, we began by mapping out the end-to-end journey across all digital touchpoints. We worked closely with marketing, product, and sales partners to identify key customer segments and the decision-making moments that mattered most. This gave us a clear picture of where the current experience fell short and how we could streamline content, navigation, and tools to better support each audience.
Designing a relevant, personal experience
From there, we redesigned the site navigation to make solutions easier to discover, refined copy to be more problem-led, and built a content strategy that prioritized relevance over volume.
We also introduced interactive calculators, tailored content offers, and personalized chat to meet users where they were in their journey.
The impact
+97%
Sessions
+152%
Search traffic
+31%
Conversions
+19%
Qualified leads
Takeaways and opportunities
This work reinforced the importance of grounding every design decision in customer needs and validating assumptions through feedback. By aligning navigation, content, and tools to specific audience segments, we created a more intuitive and value-driven experience. One key takeaway was how small adjustments—like clearer copy or simplified forms—can have a disproportionate impact on engagement. Looking ahead, there are opportunities to expand personalization by integrating more behavioral data, deepen cross-team collaboration to accelerate campaign launches, and continue testing new interactive formats that guide customers through complex decision-making with greater clarity and confidence.
