Redesigning a B2B website for Enterprise and Government

A redesign of One NZ’s business website structure to better serve E&G

Role

Experience designer

Industry

Enterprise

Duration

6 months

Project overview

A redesign of One NZ’s business website structure to better serve enterprise and government audiences, showcase products and services, and support sales teams with a stronger digital presence.

Problem: The website used a broad consumer/business split, which limited the ability to clearly showcase our substantial tailored E&G product portfolio, services and sector-specific value.

Opportunity: Create a clearer structure by defining a Consumer, Business and E&G split, with stronger pathways into relevant solutions.

My role: Worked in a small design team carrying out stakeholder research, external customer interviews, competitor benchmarking, IA/content review, page hierarchy and an iterative approach.

Outcome: Launched a new E&G website experience, improving One NZ’s digital presence in the sector and creating a stronger sales enablement tool. Also refined the Business section to clearly differentiate the offerings.

Why this mattered

Our website was missing an opportunity to speak clearly to its intended audiences. We had incredibly strong products and services, but the site structure and content did not showcase them effectively nor in a way that matched how enterprises evaluate their telecommunications partners.

Bringing our website up to and above industry standard was essential in an increasingly competitive space where the business was experiencing customer attrition.

My role

I worked in a small team, conducting internal stakeholder research, external interviews with business leaders/clients, competitor reviews and testing of competitor sites, IA reviews and content hierarchy work, along with design iteration.

Approach

Understand our internal product & service portfolio, and how it differs by customer segment.
Interview external businesses and clients to understand pain points and best practice in market.
Benchmark competitor and global websites.
Gather internal stakeholder knowledge and desirable changes.
Redesign the segment structure accordingly, review with internal team and iterate/refine designs.
Create solution-led pages across key enterprise/government offerings.
Work with creative team to produce relevant collateral to help modernise our webpages and communicate our products visually in alignment with brand tone of voice.

Key design decisions

Move beyond a simple consumer/business split
Create dedicated Enterprise & Government pathways
Organise pages around customer outcomes and solution areas
Use product storytelling to support sales conversations
Create clearer CTAs and lead pathways to our sales team who can convert more effectively
Arm the sales team with a website that helps them articulate our offering effectively and visually

Impact

Launched new Enterprise & Government site experience alongside updating the Business section.
Created a far stronger sales enablement tool for showcasing One NZ’s offering - feedback from Enterprise team is that this has significantly helped them attract new business and enquiries have risen through digital.
Supported clearer navigation into solution areas such as Mobility, Communications, Digital Infrastructure, Cybersecurity, IoT and Microsoft for Workplace.

B2B UX · Enterprise UX · Information architecture · Stakeholder research · Website redesign · Sales enablement