VMware, a global leader in cloud infrastructure and digital workspace technology, I was part of the Partner Experience team that led the transformation of digital experiences for over half a million partner users. As the Senior UI/UX Designer, I spearheaded the initiative to redesign VMware's partner portals, including Partner Central and related platforms.

80% of VMware's revenue came from its extensive partner ecosystem, and enhancing the partner experience was essential to boost engagement, productivity, and ultimately drive revenue growth. These were not just visual updates, but a comprehensive overhaul aimed at implementing user-centric designs, introducing intelligent search capabilities, and incorporating gamification strategies to improve partner engagement. Our goal was to transform a fragmented experience into an intuitive, efficient, and enjoyable platform for partners worldwide.

This journey taught me invaluable lessons about empathy-driven design, collaboration, and the profound impact of thoughtful UX on business outcomes. The initiatives not only enhanced the tools our partners used but also deepened the relationships between VMware and its partner community.

VMware, a global leader in cloud infrastructure and digital workspace technology, I was part of the Partner Experience team that led the transformation of digital experiences for over half a million partner users. As the Senior UI/UX Designer, I spearheaded the initiative to redesign VMware's partner portals, including Partner Central and related platforms.

80% of VMware's revenue came from its extensive partner ecosystem, and enhancing the partner experience was essential to boost engagement, productivity, and ultimately drive revenue growth. These were not just visual updates, but a comprehensive overhaul aimed at implementing user-centric designs, introducing intelligent search capabilities, and incorporating gamification strategies to improve partner engagement. Our goal was to transform a fragmented experience into an intuitive, efficient, and enjoyable platform for partners worldwide.

This journey taught me invaluable lessons about empathy-driven design, collaboration, and the profound impact of thoughtful UX on business outcomes. The initiatives not only enhanced the tools our partners used but also deepened the relationships between VMware and its partner community.

When I joined the PEX team, I quickly realized that partners were struggling with disjointed and outdated portal experiences. The existing platforms were not only visually unappealing but also lacked coherence, making it difficult for partners to navigate and accomplish their tasks efficiently. The fragmentation led to decreased productivity and engagement, which ultimately affected VMware's bottom line.

I witnessed firsthand how partners grappled with multiple logins, inconsistent interfaces, and a lack of clear pathways to the resources they needed. Partners often felt overwhelmed when trying to locate specific content or functionality. Understanding the intricacies of this complex ecosystem required a deep dive into existing structures, content, and user behaviors.

A significant transformation was necessary to meet their needs and expectations, by creating unified, intuitive, and engaging platforms that would empower partners rather than hinder them.

When I joined the PEX team, I quickly realized that partners were struggling with disjointed and outdated portal experiences. The existing platforms were not only visually unappealing but also lacked coherence, making it difficult for partners to navigate and accomplish their tasks efficiently. The fragmentation led to decreased productivity and engagement, which ultimately affected VMware's bottom line.

I witnessed firsthand how partners grappled with multiple logins, inconsistent interfaces, and a lack of clear pathways to the resources they needed. Partners often felt overwhelmed when trying to locate specific content or functionality. Understanding the intricacies of this complex ecosystem required a deep dive into existing structures, content, and user behaviors.

A significant transformation was necessary to meet their needs and expectations, by creating unified, intuitive, and engaging platforms that would empower partners rather than hinder them.

• Fragmented User Experience Partners were struggling with disjointed and outdated portal experiences leading to decreased productivity and engagement, ultimately affecting VMware's bottom line.
• Complex Ecosystem VMware's partner ecosystem is vast, encompassing a multitude of resources, tools, and information spread across various portals. Partners often found it overwhelming to locate the specific content or functionality they required.

• Fragmented User Experience Partners were struggling with disjointed and outdated portal experiences leading to decreased productivity and engagement, ultimately affecting VMware's bottom line.
• Complex Ecosystem VMware's partner ecosystem is vast, encompassing a multitude of resources, tools, and information spread across various portals. Partners often found it overwhelming to locate the specific content or functionality they required.

We began by identifying the seven partner types and 20 sub-personas within VMware’s ecosystem, each with distinct roles, goals, and challenges. This understanding was crucial in designing solutions that catered specifically to their needs.

To ensure VMware’s partner experience was competitive, we audited the partner ecosystems of leading tech companies. This helped identify best practices in navigation, information architecture, and user engagement that could be applied to VMware’s platforms.

Based on the research, I developed a framework that prioritized the top tasks partners needed to accomplish. This framework was instrumental in simplifying the user experience and reducing complexity across VMware’s partner portals.

We began by identifying the seven partner types and 20 sub-personas within VMware’s ecosystem, each with distinct roles, goals, and challenges. This understanding was crucial in designing solutions that catered specifically to their needs.

To ensure VMware’s partner experience was competitive, we audited the partner ecosystems of leading tech companies. This helped identify best practices in navigation, information architecture, and user engagement that could be applied to VMware’s platforms.

Based on the research, I developed a framework that prioritized the top tasks partners needed to accomplish. This framework was instrumental in simplifying the user experience and reducing complexity across VMware’s partner portals.

• User Research Captured opinions through surveys and interviews to understand their pain points and identify critical tasks. Partners desired a more personalized experience that catered to their specific roles and objectives.
• Competitive Analysis Audited the partner experiences of 5-7 comparable companies to benchmark best practices. Evaluated navigation structures, information architecture, visual design, and engagement strategies. Identified best practices and features that resonated with users.

• User Research Captured opinions through surveys and interviews to understand their pain points and identify critical tasks. Partners desired a more personalized experience that catered to their specific roles and objectives.
• Competitive Analysis Audited the partner experiences of 5-7 comparable companies to benchmark best practices. Evaluated navigation structures, information architecture, visual design, and engagement strategies. Identified best practices and features that resonated with users.

To streamline discoverability across platforms, I worked with the Partner web marketing team to revamp multiple portals and design a search experience providing contextually relevant knowledge and resources at the moment of need, significantly reducing the time partners spent searching for information and increasing their overall productivity.

I employed responsive design principles to ensure that portals looked and functioned well on various devices. I integrated high-quality visuals and icons to aid comprehension and add visual interest. I also ensured compliance with WCAG guidelines to make the portal accessible to users with disabilities.

I introduced gamification into the partner portals using Bunchball Nitro Gamification Software to boost engagement, incorporating mechanics such as points and badges, partners earned rewards for completing training modules, participating in events, or achieving sales milestones. Leaderboards were implemented to encourage healthy competition among partners, while challenges and quests offered specific goals with rewards upon completion.

These features leveraged intrinsic motivations like achievement, recognition, and social interaction, providing a sense of progression and accomplishment. As a result, we observed increased participation in training programs and events, and an overall enhancement in engagement with the portal's features.

I also contributed to VMware’s design system with a seat on the Design Counsel representing the partner world, and also by developing new patterns and styles. I crafted intuitive visual and interaction designs that aligned with VMware’s brand and user expectations, ensuring a consistent and cohesive experience across all touchpoints, from Partner Central to the Developer Center and others.

Working closely with engineers, I ensured that the design vision was implemented accurately and maintained design integrity and achieved the desired outcomes. Held regular meetings to discuss design specifications and address technical constraints. Provided detailed design documentation, including annotations and style guides. Worked closely during the development process to ensure the final product matched the design vision and participated in user acceptance testing to identify and rectify any discrepancies.

To streamline discoverability across platforms, I worked with the Partner web marketing team to revamp multiple portals and design a search experience providing contextually relevant knowledge and resources at the moment of need, significantly reducing the time partners spent searching for information and increasing their overall productivity.

I employed responsive design principles to ensure that portals looked and functioned well on various devices. I integrated high-quality visuals and icons to aid comprehension and add visual interest. I also ensured compliance with WCAG guidelines to make the portal accessible to users with disabilities.

I introduced gamification into the partner portals using Bunchball Nitro Gamification Software to boost engagement, incorporating mechanics such as points and badges, partners earned rewards for completing training modules, participating in events, or achieving sales milestones. Leaderboards were implemented to encourage healthy competition among partners, while challenges and quests offered specific goals with rewards upon completion.

These features leveraged intrinsic motivations like achievement, recognition, and social interaction, providing a sense of progression and accomplishment. As a result, we observed increased participation in training programs and events, and an overall enhancement in engagement with the portal's features.

I also contributed to VMware’s design system with a seat on the Design Counsel representing the partner world, and also by developing new patterns and styles. I crafted intuitive visual and interaction designs that aligned with VMware’s brand and user expectations, ensuring a consistent and cohesive experience across all touchpoints, from Partner Central to the Developer Center and others.

Working closely with engineers, I ensured that the design vision was implemented accurately and maintained design integrity and achieved the desired outcomes. Held regular meetings to discuss design specifications and address technical constraints. Provided detailed design documentation, including annotations and style guides. Worked closely during the development process to ensure the final product matched the design vision and participated in user acceptance testing to identify and rectify any discrepancies.

The comprehensive redesign and strategic enhancements led to significant positive outcomes for VMware and its partners. This project demonstrated how strategic design and collaboration can transform challenges into opportunities, delivering solutions that resonate deeply with partners and drive significant business results.

The comprehensive redesign and strategic enhancements led to significant positive outcomes for VMware and its partners. This project demonstrated how strategic design and collaboration can transform challenges into opportunities, delivering solutions that resonate deeply with partners and drive significant business results.

• Increased Partner Engagement The integration of gamification and a simplified user experience led to higher engagement levels, with partners spending more time on the portals and completing more tasks.
• Reduced Time to Transact The streamlined processes and intelligent search capabilities reduced the time to complete key tasks by 57 days, significantly improving partner productivity.
• Revenue Growth The improvements in partner experience directly contributed to increased revenue, with partners more effectively driving sales and closing deals.
• Enhanced Partner Satisfaction Surveys conducted post-implementation showed a marked increase in partner satisfaction, with the CSAT score reaching 80%.

• Increased Partner Engagement The integration of gamification and a simplified user experience led to higher engagement levels, with partners spending more time on the portals and completing more tasks.
• Reduced Time to Transact The streamlined processes and intelligent search capabilities reduced the time to complete key tasks by 57 days, significantly improving partner productivity.
• Revenue Growth The improvements in partner experience directly contributed to increased revenue, with partners more effectively driving sales and closing deals.
• Enhanced Partner Satisfaction Surveys conducted post-implementation showed a marked increase in partner satisfaction, with the CSAT score reaching 80%.