BASIC®andWebexChampion“HybridCollaboration”AsNextEvolutionofWorkplaceCulture

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Webex has enjoyed a strong reputation as a virtual meeting tool for businesses for 26 years. However, propelled by a global pandemic, newer meetings tools positioning themselves as the services making the best of a bad situation became synonymous with video conferencing.

But Webex isn’t like its competitors. Webex believes that as offices reopen around the world, the future of collaboration is going to be truly hybrid. And with its best-in-class, industry-first features and functionality, Webex offers an integrated and seamless digital experience that revolutionizes the way we work.

Their previous site was complex in both narrative and design. It was full of corporate jargon, and housed thousands of unique pages that spanned both its software offerings and hardware products. Our challenge was to not only create a new digital experience that introduced its vision of hybrid collaboration, but also to bring its disparate array of business properties together under one cohesive flagship experience.

We began by creating a comprehensive audience segmentation that informed our content strategy, keeping in mind their customer base ranged from local SMBs to Fortune 500 companies. We then simplified the site’s navigation and stripped away the corporate jargon, mapping and designing a customer journey that brought hardware and software together in a concise, elegant scrolling experience.

The result was a linear website experience that appealed to customers of varying technical literacy on an emotional level: with Webex, they had all the tools they needed for remote and hybrid collaboration— from real-time translation, to gesture recognition, to custom layouts for your meetings, and more.

With a timeline of about three months, it was imperative that our partnership with Webex was coefficient. Through an integrated model, we treated our relationship less as an agency working with a client, and more as a cross-functional team. We met with different Webex stakeholders to define how to best position the brand in a competitive market, and solidify the features we wanted to showcase. This team model allowed us to delegate responsibilities and make decisions in ways that supported our abilities to bring to life an elegant and authentic Webex experience, while adhering to rigorous timelines.

"BASIC® team, we proudly launched our new website today with your partnership. What usually takes a year or more, you helped us bring to life in 3 months! Website looks phenomenal!! We are thrilled with the outcome and look forward to a continued partnership. The feedback I am getting from our internal executives and external customers and analysts have been extremely positive. "
- Aruna, CMO of Webex team

At BASIC®, we believe in work that transforms culture for the better, and the opportunity to work with Webex was only the first phase of work in doing just that. We’re excited to continue to work with Webex to transform places of work and realize their vision of a hybrid collaboration culture.