Wireframe Engagement Journey:

Research Conversion Process Automation


Client: VMWare.com

RackReadyIT Campaign
Focus: Digital Transformation, Server Farm, Cloud, 5G, Edge, Hyper-Converged Infrastructure

Reflective of brevity and NDAs this page will reflect a cohesive chronological, and abbreviated list of my own PM steps end-to-end on this client’s product goal. 

Additionally, my proprietary H.X.O methodology is woven through all PM steps avoiding endless reiteration loops later on and continually enhance final user experience.

Journey Guide

*Aerial Objective: Clarify

*Aerial Objective: Clarify
-Accessing Constraints
-Scope Segmentation

-H.X.O. Methodology Research

*Embrace the User

Embrace the User
-Predicative Formula = “The Whill”
-Qualitative – “The What”
-Stakeholder Interviews
-A/B & Multivariant Design Testing
-Quantitative – “The Why”

*Design & Develop

Design & Develop
*Pro/Con Solutions & Feature Options
Prioritization Weighted Matrix
-User Stories – Empathy & CoDependency

*Launch & Iterate

Launch & Iterate
-Landing Page WorkFlow
-Test and Pivot
-Goal Q&Q Measurement Matrix

*Post Launch: Measure & Learn Metrics

Post Launch: Measure & Learn Metrics
H.X.O. Post Launch Feedback Loop
-User Metrics
-Product Metrics
-Q&Q Reporting Post
-Log Achievements (and challenges)

Channel Partners Cross-Sell Web Landing Engagement & Validation 

Qualitative & Quantitative Process 

  01 Objective UI/UX Journey 

Where is the client on the Design Maturity Ladder?
Work with the client to define and implement capture a lead generative process that aligns with both the long lead to sale cycle internally at VMWare that empathically embraces the user base. The user base, server community base is slower to align with Cloud/Edge best practices. Thus, the user base prefers a more traditional digital approach to new data and information consumption. 

Within the high-technology and hybrid-cloud infrastructure combined with the surge in IOT and Digital Transformation final product structure needs to embrace the constant need for lead generation. 

  02 Embracing the User

Data provided by the client was used to determine Segmentation, Use Cases, Pain Points, and Features that solve for gaps or sufficiently embrace the goal solution. Implementing a H.X.O. methodology has provided us with additional current user data points. Meshing Q&Q we can better understand when being in the shoes of the user.


Segment 1-  Director level and above employees of enterprise brands, with a growing need and more processing power for current projects in need of fast transmutable processing speed.

Segment 2 – Director level gaming platforms hosting  hundreds of live game play by multiple users at the same time looking to avoid the dreaded drop frames.

Segment 3 – Groups of directors of decision makers involved in government entities looking for security and safe data housing accessible through the cloud. Desktop and mobile equally important.


  03  Tech Stack &  Specs

  • Hand Sketches
  • Wire Frames
  • Invision, Figma
  • PDR – Product Documen Requirements
  • Programmatic Marketing
  • A/B Testing
  • Visual Design  –BunnyBoxDesign
  • Tableau Reporting
  • Front Stack Development
  • Output:
  • Launched Landing Page generates leads and cloud knowledge





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This representation is only part of the process but represents a guided element in H.E.O. Customer Journey and build out solid process.

  04  H.X.O. Explained

The client, a larger international corporation was trying to create more lead sources for VAR partners overall within the United States.

Through H.X.O. best practices – surveys we were able to plot data about why customers buy from Groupware. Also, with additional research, we were able to learn how partners upsell to customers. We identified that current marketing strategies were not landing on point for the current consumer’s perspective.

After implying H.X.O. we were able to see clearer pathways and processes for lead gathering and first communications. After reviewing Groupware big data we were able to identify patterns in their analytics. These patterns provided us with a clear view of which types of mediums were the most received. You could see paid social ads provided more clicks. In retrospect internally, when viewing their social platforms that they were not optimized to receive leads on social platforms.

These and more data analysis created a clear path for us to define a more thorough design process strategy. Our final process included a dynamic reporting platform, which we used to tweak the campaign while in the process. At scale, it was easier to show growth and adjust supporting email automation sequencing when we saw immediate fall off of the planned customer journey.

“Qualitative Metrics we invested in were Phenomenological Method, Grounded Theory Method, and post consumer consumption customer service.

  05  Metric & Reporting

Our measurement achievment/fail matrix was an mix, weighted in qualitiative and quantitiaive. 

Qualitiative Metrics we invested in and found generated achievement metrics and knowledge points were Phenomenological Method, Grounded Theory Method, and post consumer consumption customer service

Quantitiative metrics were user base downloads, revisiting, landing page conversions Causal-Comparative/Quasi-Experimental methodology. The client was kind enough to supply previous analytics to comparative reporting metrics.

  05  A/B Multivarient Split Testing

The original landing page was structured in reverse of the below final layout. Original launch proved to be dissmal. Thus, we pivoted quickly and launched Multivarient A/B split testing. Highlighting social login and a longer video was directly attributed more signups.

This resulted in the an increase of 37% submission increase over all the original metrics before landing page update. Contextually content, the video and the length that it was watched was directly correlated to increased conversions.


Representational Image

  06 Key Takeaways 

The end goal of generating new leads for this client provided an interesting set of challenges. Because of my certified knowledge of programmatic marketing and data analytics we were able to keep a close eye on our final product. Although we were only designing a landing page and complementary paid promotional strategies we were more successful than any of Groupware’s previous product landing page campaigns.  Upon our completion date, we bypassed the end date and build out another complementary campaign with complementary content assets. We now know what content that their visitors actually convert to an interested lead 


(15% – 24% pre A/B Variant testing, 37% submission increase after A/B testing. A customer journey formula with SSO heavily impacted increased submissions. The variant test, with a video assets extended visitors time on the site verses popping off-site.

  07  Prototype Actionable Landing Page – Desktop

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