Siemens

Guiding enterprise buyers to the right product

I redesigned page templates, content hierarchy, and purchase components for Siemens Digital Industries Software, simplifying how buyers evaluate and purchase SaaS products.

Buyer JourneysContent StrategyDesign SystemsConversion
Siemens NX product page with pricing on a laptop
Role
UX/Product designer
Company
Siemens Digital Industries Software
Timeline
2021 – 2025
Platform
Enterprise e-commerce site

Outcomes

+12%
Product discovery and evaluation
+4%
Purchases of SaaS products
Simplified
Content creation with reusable CMS page templates
01 · Context
Meet Derec

As a director of engineering, Derec needs a single source of truth for CAD assets, so his team and external collaborators can shorten manufacturing time and product delivery.

Where his journey broke down
  1. Searches siemens.com for “lifecycle software”
  2. Gets 150+ results, none matching in the top 10
  3. Clicks through long pages and wrong paths
  4. Doesn’t find what he needs and goes to a competitor

Customers couldn’t find the right product on a complex enterprise site

Mapping the purchase path showed pages flagged with so much content that buyers abandoned before reaching checkout.

Strip of long, dense Siemens product pages
  1. Global home page
  2. Software line overview
  3. Industries overview
    17Elements
  4. Product list
    17Elements
  5. Product detail page
    33Elements
  6. Checkout
A product detail page alone stacked a hero, promos, 4 videos, 18 feature cards, a webinar, an email signup, and 5 related links.

Three obstacles on the buyer journey

1
Content bloat
Long scrolls and word counts were roadblocks to buying
2
Content quality
Non-specific product content didn’t help buyers decide
3
Pricing component
No pricing or feature info at the point of purchase
Obstacle 1

Too much page content

Stack of long, content-heavy product pages
Purchase path: long scrolls and word counts were roadblocks to buying products.
Obstacle 2

Content quality

Product pages with non-specific content and long content stacks
Purchase path: non-specific product content hindered buying decisions, and there was simply too much of it.
Obstacle 3

Comparison table component on the purchase page

Original purchase page with no pricing information
Purchase path: no information on pricing and features hindered purchase decisions.
02 · Process

Guide buyers by intent, not product taxonomy

The opportunity was to simplify the buyer journey so pages answered what a buyer needed at each step, instead of mirroring how Siemens organized its catalog.

  1. Introduce page templates
  2. Improve visual hierarchy to reduce friction
  3. Streamline comparison patterns

New page templates

I designed templates for product capability, product overview and buy, and news pages, structuring content for clearer hierarchy and scanning.

Wireframes of the new product capability, overview, and news templates
New page templates: content structured for better hierarchy and scannability.
Teamcenter product overview page built on the new template
Template example: a new product overview page, pared down to facilitate purchasing decisions.
Component

A comparison table that helps buyers decide

The purchase page gained pricing, subscription and quantity options, and a feature comparison, putting the information buyers were missing right where they decide.

Redesigned purchase page with pricing and feature comparison
Component

A category component that shortens the page

A scannable grid of solution categories replaced long stacks of content, cutting page length and helping buyers jump to their domain.

Long product page shortened by a product category component
03 · Outcome

A clearer path from search to purchase

Templates and components gave buyers less to wade through and more of what they needed to decide, while giving content teams a repeatable system.

  • Improved product discovery and evaluation by 12%
  • Increased purchases by 4% with revised product information
  • Simplified content creation and reduced frustration with CMS templates
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