zach@zacherydesigns.com
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Reimagining VMware’s digital experience through a scalable design system, clearer information hierarchy, and responsive modular framework.
I led the end-to-end redesign of VMware.com, partnering across Research, Content, Product, Engineering, and external design teams to define the experience strategy, establish a scalable visual and layout system, and bring the redesigned experience from concept through production
12 months
Product Design, Content Design, UX Research, Product Management, Engineering, and external design partners
Experience strategy, interaction design, visual design, design systems, prototyping, stakeholder alignment, and engineering handoff
Bounce rate went down from 70% to 30%. This was a huge win! User engagement went up as users stayed longer on pages by a time increase of 2.5 minutes.
VMware.com had accumulated years of content, patterns, and page structures that made the experience difficult to scan and inconsistent across devices. Research showed that customers struggled to find information and perceived the site as cluttered and visually outdated.
The opportunity was not simply to redesign the homepage. We needed to establish a scalable digital framework that could improve hierarchy, accessibility, responsiveness, and consistency across VMware’s broader web ecosystem.
During the research phase of this redesign project, we conducted interviews with fifteen individuals to gain deeper insights into the challenges faced by our users.
Information was difficult to scan.
Dense content and weak hierarchy made it harder for customers to locate what they needed.
The experience lacked consistency.
Users encountered layouts and patterns that felt disconnected or visually broken.
The site wasn’t adapting well across screens.
Users reported awkward width, spacing, and responsive behavior.
To deepen our understanding of the customer experience, I conducted an online survey focused on identifying key pain points, understanding what was working well, and uncovering opportunities for improvement.
20 questions | 8 participants
The survey focused on five areas:
Rather than solving individual pages independently, I focused on creating a reusable framework that could scale across VMware.com. We introduced a 12-column responsive grid, an 8pt spacing system, reusable AEM component patterns, and clearer rules for typography and page hierarchy.
This gave teams a shared foundation for creating new pages while improving consistency across the broader experience.
The previous experience did not adapt gracefully to different screen sizes, making responsive behavior an important part of the redesign. I used the new grid and component framework to define how content, navigation, spacing, and hierarchy should adapt from desktop to mobile.
The resulting experience established a clearer, more modular visual language that made VMware’s content easier to navigate while providing internal teams with a more consistent framework for building future pages.
Following launch, we used behavioral analytics to understand how customers were interacting with the redesigned experience and whether the changes improved engagement.
70% → 30%
Bounce rate
+2.5 minutes
Time spent on pages
75K+
Visits measured
The project reinforced that redesigning a large digital ecosystem requires more than improving individual pages. The biggest impact came from creating a system that aligned customer needs, visual design, content, accessibility, and engineering around a shared framework.
It also changed how I think about scale: strong design systems don’t limit creativity—they give teams a foundation for making better decisions faster and more consistently.
