Marketing Event Module

Sep 2025

Team

  • Webex Web Marketing Team

  • Web-SMB-Specific Engineering Team

My Role

Product Strategy, Interaction and Visual Design

Time Line

3 weeks

Catalog

  • Problem & Goals

  • Discovery and Audit

  • Module Strategy

  • Documentation and Handoff Guidelines

  • Final Outcome

  • Prototype

Project Overview

As part of the broader sign-in and sign-up redesign, I identified an opportunity to turn a high-traffic authentication touchpoint into a more flexible marketing surface. I proposed and delivered a reusable promotional module template that enabled the marketing team to highlight campaigns, events, and product updates more effectively, helping increase user engagement and strengthen brand stickiness among existing users.

Problem & Goals

The sign in page is one of the highest traffic entry points in the product, yet it remained underutilized from a business and engagement perspective. I introduced a lightweight promotional module to surface relevant campaigns, events, and product updates, with the goal of increasing user engagement and driving incremental revenue while preserving a seamless authentication experience.

Design Consideration: Balancing Promotion and Task Completion

Q: Will this distract users from completing sign in?


A: There is a natural trade off, but the module is intentionally designed as secondary, non blocking content with low visual hierarchy. It surfaces concise and relevant information without interrupting the primary task flow. From a product perspective, the potential upside in engagement and conversion from a high frequency surface outweighs the minimal impact on user focus.

Discovery and Audit

In collaboration with the marketing team, I defined a set of high impact content categories for this module, including seasonal promotions, flagship events, leadership thought content, and key product feature highlights.

  • 01 General Marketing Widget

    At the beginning, I planned to design a flexible module that could support different types of marketing content, including a title, image, body copy, and CTA button.

    However, a key concern quickly emerged: how to govern the content being uploaded. Since there was no dedicated team responsible for managing this type of content, we needed to define clearer content guidelines and ownership before scaling the module.

  • 02 Product Promotion Widget

    Therefore, I created separate module templates tailored to different marketing and sales objectives.

    Since devices and accessories are one of Cisco’s key revenue streams, I proposed promoting them on the sign-in and sign-up pages to make better use of high-traffic surfaces and create additional conversion opportunities.

  • 03 Discount Event Widget

    For sure, we needed a dedicated widget for the annual Cyber Monday discount, which could also be adapted for other direct promotional offers in the future, such as student discounts, anniversary campaigns, or other seasonal sales initiatives.

  • 04 Webex Blog Widget

    Webex Blog is another strong content source to promote in this space. It can help drive users to engage more deeply with Webex’s product value, thought leadership, and latest updates.

  • 05 "What's New" Widget

    A dedicated “What’s New” widget provides direct value to users and improves the discoverability of newly released Webex features.

    It is also the easiest content type to maintain, since there is already a team creating monthly help articles for new feature releases.

Module Strategy: Balancing UX and Marketing Goals

In collaboration with cross functional stakeholders, we prioritized seasonal promotions for immediate revenue impact and flagship events as a core business KPI. With click and engagement data, we will evolve the module to support a broader range of content and continuously optimize based on performance insights.

Documentation and Handoff
Example Module Spec

View Usage Guideline

✨ AI Powered Tool for Fast Marketing Content Template Creation

To make the submission process easier for the marketing team, I used Figma Make to create a widget template preview. This allowed marketing specialists to enter content while following key guidelines, such as title and body text limits, and quickly preview the final result across both desktop and mobile devices.

Try the prototype

Final Design Demo