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[Case Study 03]

Redesigning Autodesk’s landing page

IBM

Construction teams can now navigate projects with clarity.

[Project Overview]

Over six weeks, I led the redesign as the Lead UX Designer, driving the research and strategy to transform Autodesk Construction Cloud’s page into a cohesive storytelling experience that aligned both user needs and business goals.

[Client background]

Autodesk Construction Cloud (ACC) is a platform built for construction project teams — contractors, architects, project managers — designed to help them collaborate securely, streamline workflows, and deliver projects on time and on budget.

[My Role]

Lead Researcher

[Team]

1 UX Designer

1 Researcher

[Contributions]

Research

User testing

Protoyping

[Timeline]

2023

The problem ACC was facing

While the ACC platform was successful, the challenge was that its landing page wasn’t telling a cohesive story. The experience felt disconnected and left key users without a clear understanding of the product’s value.

The primary business needs we defined were:

Increase demo clicks to capture more qualified leads.

Our design goal:

Clearly communicate ACC’s value prop in a story-telling way that would motivate a user to take action

Asking our users what they really thought

To help me better understand the journey on the website, I interviewed 6 current clients (from ACC) who actively used the existing page. The overall vibe I was receiving, users felt like the site wasn’t tailored to their needs.

[What we asked]

When researching construction software, what kind of information do you look for first?

How do you usually evaluate whether a platform like ACC is right for your projects?

What challenges have you faced navigating product websites in the past?

[Our users’ pain points]

Users felt they didn’t see any differentiating value props compared to other players in the space

Users felt there was a lack of custom content for them to access and learn more (based on their role)

Users also felt there was an overwhelming amount of CTAs

Visualizing the user’s journey

Based on my interviews, I created a journey map that highlights how potential customers were interacting with the site. The goal was to uncover where the experience fell short

Feeling good

Feeling neutral

Feeling negative

Awareness

Visits ACC

Exits ACC

Consideration

Action

Sees page via paid media ad, interested to explore

Not sure where to start

Confused with disconnected messaging

Not sure where to click as a general contractor

Exits page with zero action

A closer look at other players

I took a closer look at other players in the field, including Procore + Bluebeam to see how they were positioning themselves. 3 key patterns stood out to me:

Persona-driven positioning: Target personas were clearly defined ( general contractors, project managers, etc) and tailored their messaging to address the specific challenges of each group. This ensured potential customers immediately saw themselves reflected in the solution.

Value-first product exposure: Demos were featured upfront. Rather than asking users to commit before seeing the tool’s capabilities, they showed the product in action, building trust early in the journey.

Social proof: Direct customer testimonials were shown on nearly all of competitor websites. This brought 2 things to the table: credibility and impact.

Bringing iterations to life

I sketched out a few iterations using a narrative strategy to guide the structure of the redesign and shared with our ACC stakeholders. After narrowing in on one, I tested with 6 people to gain additional feedback on designs.

The main insight: users really wanted to see what was in it for them, right away.

Taking in feedback, I created a wireframe to then 1) align on language and messaging and 2) pass on to the dev team + visual designer.

The new, and improved ACC landing page

The new page was redesigned to highlight the what, the who, the how, and the why, I ensured the design direction clearly communicated ACC’s purpose, addressed key audiences, showcased value, and reinforced credibility. This approach allowed us to align on direction based on both design and business goals.

The results: We saw a 30% increase in page views

Post 1 month launch, the Autodesk team saw a 30% increase in page views and 30% increase in demo clicks, which lead to a 20% in leads. The reason why? The right storytelling created the right experience, which then prompted users to stay engaged, and want to learn more.

What I learned

Merge your backgrounds

Combining my marketing and design backgrounds helped me to see the journey from a different pov, and create a more compelling narrative.

Clarity drives results

A shared vision between business stakeholders and designer ensures alignment on what we’re working towards

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