Customers used to have a somewhat disjointed purchasing experience with Western Digital. The company’s corporate site was marketing the products, but if visitors decided to make a purchase, clicking the “Shop Now” button would take them to a completely different Store site that bore little to no resemblance to the mothership. The process required a lot of clicks, and introduced multiple inconsistencies in branding and messaging. WD wanted to integrate its shopping site and corporate site into one cohesive purchase experience, but did not want to ditch its existing product and inventory management solution and start over in the back end. First, the Hero team worked with WD to craft a digital strategy that tied back to the company’s business objectives, then we looked at executing on that strategy across design, content, and development, and defined key performance indicators to ensure that each phase of the project was moving us closer to the company’s business goals.
To align with WD’s more modern brand direction, we updated the look and feel of the WD site. Then, the team set about enhancing the user experience for shoppers by leveraging the power of WD’s CMS, Adobe Experience Manager.
Now, all of the pages a customer sees at wdc.com use elements from Adobe Commerce. So while the commerce functionality of the site still sits on Digital River, WD’s legacy commerce engine with the same back-end as before, the pricing and product information is delivered into beautiful AEM pages, creating a seamless customer experience. All pricing and inventory is fetched live, and WD staff are able to make updates to particular pages– select default SKUs, for example, hide a particular product for a period of time, customize messaging, and so forth across multiple locales.