Client
AMD
Industry
Technology
Type
Campaign Landing Page
Timeline
June 2023 - December 2023
Tools
Figma, Jira, Confluence, Slickplan, Alchemer
Role
Client Discovery, UX Research, UX Design
Problem
Regarding computer processors, Intel has dominated the industry for a long time. In recent years, AMD, a fierce rival, has created processors outperforming Intel in some areas. However, AMD needs to tell that story on its website in a better way.
Note: Details included in this project are snippets of the case study. Please reach out to me for the full details.
Goal
Tell a story about how AMD outperforms the competition to increase brand awareness, lead generation, and revenue.
Deliverables
Client survey, competitor research deck, SEO content audit, sitemap, content strategy outline, wireframes, UI design
Understanding the Client
AMD and Intel have been locked in a fierce battle for decades. Both companies have great chips, but Intel has always had the edge over AMD until recently.
Thanks to state-of-the-art technology, AMD was able to create a superior chip that outperformed Intel chips across many categories. This was a huge win for AMD, marking a shift in the power dynamics between the two tech giants.
However, there was still one problem. AMD didn't know how to sell this new product. It had the numbers to show it was better, but numbers alone don't sell. Stories sell.
Our goal was to create a campaign landing page that would show AMD's superior chip performance across various use cases. All in the hopes of attracting new customers.
Strategic Insights
The following insights formed the backbone of the design strategy that impacted the information architecture, wireframes, and final UI designs.
Using AI
Stakeholders made it clear to lean into the power of AI. We communicated how AI was being used to achieve superior performance.
Social Proof Matters
Use cases that matter most to the target audience were highlighted to show the real benefits that could be gained.
Important Use Cases
We made sure to incorporate testimonials to help build trust and confidence in the quality of the product amongst visitors.
East to Buy
We had to include direct links to brands that sell AMD powered laptops. This strategy helps simplify the users journey to buy a laptop, while ensuring AMD's partners get the traffic they paid for.
Here are a couple of mockups that were created based on competitor research, stakeholders' feedback, business strategy, and general UI/UX best practices. Please scroll through the screens to see the entire wireframe.
Impact
The final design does a great job of clearly communicating the benefits of AMD chips and the benefits that the user will get. This redesign satisfied the needs of various stakeholders and was well received by end users.
Takeaways
Through a combination of testimonials, cool product features, and robust comparisons, we were able to tell a story about why AMD is the winner over Intel.
The biggest thing I learned from working on this project was that less is more when it comes to storytelling. We could have easily made this page super long by adding lots of details, but it's better to have a few pieces of vital information with powerful imagery than lots of mediocre details. Short and sweet will always win!