For this redesign, the Surface marketing team challenged us to completely rethink the Surface for Business department page and gave our design and content team full creative ownership. Partnering closely with a veteran copywriter, I helped develop a new concept for the Microsoft Store that departed from standard imagery guidelines in order to prioritized device size when comparing models. To support that insight, we intentionally broke from the traditional photo conventions and designed imagery that clearly emphasized differences in device footprints.

We grounded the page in a direct, business-focused opening statement to help decision-makers quickly understand how each device fits into workplace scenarios. Below that, we structured the content around concise, scannable specifications to further support fast comparison — a key behavior for SMB hardware buyers.

The redesign exceeded expectations across the board. Stakeholders and executive leadership responded extremely positively, and customer testing confirmed that the new layout improved clarity and comparison speed. The approach was successful enough that it has since influenced multiple other Microsoft Store pages, inspiring smaller versions of this layout on product detail pages and informing future Surface content patterns.