Western Digital

Unifying Storage Technology Through Strategic Multi-Brand Digital Design

Project Overview

Western Digital’s digital ecosystem faced fragmentation following multiple acquisitions, creating inconsistent user experiences across brand touchpoints. In an industry where technical precision and accessibility are equally critical, my work at Western Digital contributed to improving how customers interact with complex data storage information. We developed a cohesive design system that united four distinct brands (WD, SanDisk, G-Technology, and Upthere) while preserving their unique value propositions. Our design approach balanced enterprise-level technical requirements with user interfaces, resulting in a platform that increased subscription rates while improving overall engagement by 41%. The mobile-first strategy delivered exceptional results, doubling mobile site traffic to over 2.5 million monthly visits and establishing a future-ready foundation to support the company’s strategic separation of HDD and flash businesses.

My Role

As a product Designer, I helped design the comprehensive Western Digital website architecture, UI, and interaction flows, focusing on increasing digital footprint and enhancing consumer satisfaction. I led the design system development that unified typography and visual language across brands while administering user-centric solutions for both mobile and desktop platforms. See the brand style guide here.

Project Duration: February 2015 - Jan 2017

Key Partners: WD, SanDisk, G-Technology, Upthere

Team: Fas Lebbie, Andy Lewis, Spencer Allred

View Demo/Project Site Link

Designs in collaboration with Andy Lewis

Problem Context

Western Digital’s digital presence suffered from inconsistent brand experiences following multiple acquisitions. The existing ecosystem consisted of disconnected websites with conflicting visual languages, navigation patterns, and content structures—creating confusion for users seeking comprehensive data storage solutions. With 60-70% of Western Digital’s customers relying on web content for product information, this fragmentation undermined the company’s market position as a comprehensive data infrastructure leader.
The interface needed to accommodate diverse technical challenges: communicating complex product specifications to enterprise clients while remaining accessible to consumer audiences, supporting responsive experiences across device types, and maintaining brand distinction while creating a unified Western Digital identity. Additionally, the solution needed to support the upcoming migration to SAP Hybris and Adobe Experience Manager while anticipating the company’s evolving business strategy. Previous digital experiences suffered from siloed content, with users rarely discovering cross-portfolio solutions that could address their complete data storage needs.

Featured Pages

I have included some of the design artifacts I was involved with at Western Digital. While I worked on numerous aspects of the digital transformation, I have highlighted some of the UI designs to provide insights into my contributions: I show the UI designs for Typography System & Brand Integration, Mobile-First Architecture, and Cross-Portfolio Content Relationships.The pages include Products, Products and Solutions, Newsroom, Event Detail, Brand About Page, History of Innovations, Legal, Partners, Solutions, Capital, and more. Each page required careful consideration of both technical content requirements and brand consistency. These examples illustrate some of my design work but do not represent the exhaustive list of all the pages I contributed.

Product and Solutions

Products

Newsroom

Event Details

Brand About Page

History of Innovations

Legal

Partners

Solutions

Capital

Scroll to next section

Reflections & Impact

My time at Western Digital represented a transformative period in my career as a UX/UI designer. While the featured pages showcase key aspects of my work, my contributions extended far beyond, encompassing over 600 conceptual diagrams, wireframes, and prototypes that shaped the entire digital ecosystem. The 150+ B2B portals I built required a deep understanding of enterprise needs while maintaining brand consistency. Perhaps most rewarding was seeing the tangible impact—doubling mobile traffic to 2.5M+ monthly visits and significantly growing market share. Working across four distinct brands with 30+ cross-functional team members taught me invaluable lessons about balancing technical complexity with intuitive user experiences, lessons I carry forward in every project I undertake.

Previous Project

All Projects

Next Project