Case Study

Reimagining Genesys.com – A Scalable Enterprise Website for the Experience Economy

Genesys, a global leader in AI-powered Experience Orchestration, needed a modern web platform that could match the complexity and impact of its solutions. With thousands of enterprise clients across industries and a growing footprint in the experience economy, their website had to serve as more than just a digital brochure, it needed to become a conversion-ready, scalable enterprise portal.

In 2023, Genesys partnered with us for a full-scale website redesign, aimed at enhancing performance, navigation, and brand authority while supporting their content-driven growth strategy across regions.

Challenges

Unlike startups or small SaaS brands, Genesys faced challenges unique to large-scale enterprise sites:

Content Sprawl: Years of publishing had led to bloated site architecture, making it hard for users to find relevant content.
Inconsistent Design Patterns: Different teams had contributed to updates over the years, resulting in a fragmented UI and UX experience.
Outdated CMS Workflows: Their legacy setup made publishing new content slow, disjointed, and difficult to scale across teams.
SEO Cannibalization: Dozens of similar pages and duplicate headings across the site were competing for the same keywords, hurting their organic traffic potential.
Accessibility Compliance Gaps: The old site wasn’t fully aligned with WCAG standards, putting Genesys at risk in several regions.
Global User Experience Limitations: The site did not dynamically serve personalized or geo-relevant content, despite its global audience.

Our Solution

Our goal wasn’t just to redesign, it was to restructure and future-proof the digital ecosystem that powers Genesys’ online experience. Here’s how we approached it:

Enterprise-Level Information Architecture (IA): We performed a full audit and rebuilt the content hierarchy to improve discoverability, reduce friction, and support future content scaling.
Modular Design System: We developed a custom design system with reusable UI components, ensuring brand consistency while allowing flexibility for content teams.
Global Performance Optimization: With users in over 100 countries, we implemented CDN routing, server-side rendering (SSR), and core web vitals tuning to ensure optimal load times globally.
SEO Revamp: Consolidated and redirected cannibalizing URLs, rewrote metadata, added schema markup, and structured content to improve topic clustering and E-E-A-T signals.
Accessibility Upgrades: We implemented WCAG 2.1 AA standards, including screen reader compatibility, keyboard navigation, and color contrast enhancements.
Geo-Personalization Setup: Integrated logic to deliver localized experiences based on region, industry, and buyer stage, improving relevance for enterprise visitors.
CMS Workflow Automation: Integrated a headless CMS setup with custom publishing workflows, enabling regional teams to collaborate without breaking design consistency.

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Results

While Genesys has multiple internal KPIs, the impact of the redesign was clearly visible within months of launch:

43% faster page load speed across global regions thanks to CDN, lazy loading, and optimized assets.
34% increase in organic traffic within the first 4 months, driven by improved page structures, schema, and keyword clarity.
60% reduction in bounce rate across solution and product pages due to improved page flow and CTAs.
2.1x more content engagement per session, with users consuming more resources, whitepapers, and videos.
Improved cross-team productivity, with regional marketing leads now able to update content via modular CMS workflows.
Achieved full WCAG 2.1 AA compliance, making the site inclusive for all users and compliant with global accessibility regulations.