Surface Laptop 5 for Business
I led UX design for the Microsoft Surface Laptop 5 for Business launch page. Small and medium-sized business customers need fast, clear information when evaluating hardware purchases. This project required delivering a business-focused, globally scalable experience under a very tight timeline. I worked with a content designer, project managers, as well as marketing, engineering, brand, and localization teams.
Approach to a rapid-turn launch
Even with an accelerated timeline, the content designer and I partnered closely to streamline our process and move efficiently throughout the project.
1. Discovery
We reviewed the device brief, SMB audience insights, brand and marketing guidelines, and previous launch plans. At the same time, our team was transitioning from a Microsoft-owned CMS to Adobe Experience Manager, which added technical constraints and influenced both our approach and timeline for this launch.
2. Content prioritization
Working with marketing, brand, and content partners, we identified the must-have messages for SMB buyers. I also collaborated with the migration team to shape and refine new templates—not only for the Surface Laptop 5, but for future device launches planned during the broader site transition.
3. Rapid ideation
I explored multiple hero and layout directions that balanced clarity with Microsoft’s brand standards. This included determining how best to present key business benefits, standout product features, security and manageability messaging, detailed specs and comparison sections, purchase paths, and modules that could be reused across multiple templates in the store ecosystem.
4. Stakeholder alignment
We moved quickly through internal review cycles with our art director, designers, project managers, and content writers. From there, I presented iterations to marketing and engineering stakeholders. As the designs neared final stages, I shared updates with broader cross-functional teams and leadership for alignment and approval.
5. Final design & launch support
I delivered a modular, scalable design ready for global rollout, ensuring all device-specific content fit within the evolving AEM template structure. I partnered with production designers to prepare launch-ready imagery and, on launch day, participated in QA for the full purchase journey to ensure a smooth and accurate release.
Final full page designs
This project strengthened my ability to work within a strict launch timeline, ensuring that every step was planned and executed under pressure. I learned the importance of early content alignment with all key stakeholders to maintain consistency and clarity throughout the process. Additionally, I recognized the necessity of establishing a clear messaging hierarchy specifically for SMB buyers, which helps prioritize information effectively.
Another lesson was understanding how a focused and well-structured template during the migration process can support the evolution of products and future launches. Even in situations without room for experimentation, I found that design decisions from audience insight can still deliver a strong and impactful launch experience.
Hero image at the top changed based on which color is selected:
The third section is a 360° image with a slider that changes topics based on where the slider is. Each point highlights a feature of the device—like an interactive tech spec area. Clicking a point opens an overlay. The points are listed below:
The fourth section displays partner apps for the device. Selecting an app changes the text and image below to show what the device can do.
The fifth section has a carousel that users can scroll through to see why businesses should buy a Surface directly from Microsoft.
