Panduit Distributor Portal

Current Portal users know they have access to commonly requested information via the Distributor Portal but often use alternate channels to obtain that information. Users who avoid using the Portal increase the cost associated with responding to requests and tie up CX professionals who could respond to more complex requests.
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Based on this, a decision was made to redesign the Portal in order to make it a user-friendly experience which would drive users to self-service. I started the redesign by a content inventory to identify current pages and their content. It was decided that we wouldn't implement new features and would focus on making the old features better. This really helped to gain alignment and solidify direction, and set us on a good path for the rest of our discovery and exploratory phase. As we iterated on many successive variations of design, the focus was helpful to have as a baseline reference.
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What we quickly learned was that the request for redesign was very conversion oriented, which helped us to focus our design strategy moving forward. Once I had the target audience, goals and content, building a visual identity took me less than a month. In the final design, we walked the line between serious and smart, but friendly and easy-going. The aim was to make correct use of the company branding, which increases the value of a company and provides both employees and users with direction and motivation, and makes acquiring new customer easier. The end result is a visual identity that's consistent with the main Panduit.com site, using friendlier colors, better fonts (Museo Sans), and straightforward iconography and features.