The Project

Cognizant wasn’t making the most of its website stack and brought in Vivaldi to uncover what a smart website could really do. The challenge was to reimagine their digital presence in a way that resonated with their audience, showcased their services effectively, and aligned with their brand’s strategic goals.

I led UX Research to define what “smart” could mean for Cognizant’s website. Through 32 stakeholder and customer interviews, I uncovered key pain points and opportunities, distilling them into a comprehensive Experience Brief. This brief outlined five potential features that would make the website more intelligent, user-centric, and aligned with business objectives. From there, we mapped these concepts to customer needs, using Journey Maps and Service Blueprints to create a clear path forward.

Meet Raj

And that’s just a taste…

The final Experience Maps brought these insights to life. As you can see from this one example, Raj’s journey included many touchpoints—what started as a high-level curiosity evolved into an investment through a series of small but meaningful steps. The remaining three Engagement Maps were equally detailed, each with a complete backstory, clearly defined stages, and strategic opportunities for Cognizant to engage their audience at the right moments.

Persona Development of Veronica

Veronica’s Journey

Veronica’s Service Blueprint

Veronica’s Experience Map