eCommerce Redesign

Project summary

Tasks: Web Design
Client: HP, Inc.
Year: 2009


HP’s Home and Home Office store constantly gets millions of visits and is one of the company’s primary web e-commerce presence. The company offers a vast array of home and home office products from Desktop & Laptop PCs to Media Servers, Printers, and Accessories. The site is also very informative and is constantly changing with display banners, content, and offers refreshed on a weekly basis. Because of this, there’s a barrage of information that bombards the customers and often key offers and messages get lost, not to mention the site was starting to look dated.

HP’s original 2009 eCommerce site.


I was one of the marketing designers tasked in redesigning the content area portion of the site in conjunction with our ad agency, Resource Interactive. The design reflected the current eCommerce design trend at the time (2009). Global navigation and side nav were off limits. I was the lead designer coordinating team efforts and was instrumental in delivering key improvements and enhancements to the site from code migration, feature enhancements, design team coordination, front-end design/banner development, and user testing. I also worked with on-shore and off-shore teams from project managers to IT staff. The result was a more modern, compelling, and more organized store experience.

The site continues to make improvements to their user’s site experience.

*UPDATE: This eCommerce site is no longer live. HP has since upgraded their eCommerce platform & experience of which I was also highly involved.

What folks from HP, Inc. said:

"I greatly enjoy working with Audie. He is a highly energetic and productive employee. He has deep expertise of web properties, branding standards and graphic design.

Audie is a hardworking employee who can take on even the most challenging projects. He understands complex matters even when outside of his direct area of expertise. He has managed several projects and teams with very successful results."

Brandeen R.

Social & Digital Marketing Program Manager , HP, Inc.

"Audie, Instant Ink is live today! I cannot thank you enough for all of your efforts to refine and perfect our landing page.

Throughout the process you were patient, supportive, and your attention to detail was over the top. Thanks for being an amazing team player and ensuring that we delivered a top quality page."

Terri F.

eCommerce Product & Merchandising Manager, HP, Inc.

"Thank you Audie for your relentless efforts for (project name redacted). It couldn't have been done without your support or the quality of work that you provided.

For the steps and processes that you knew well, you gave valuable guidance; and for the times when neither you nor I knew what to do, i.e. the analytics tagging issue, you helped get the right people aligned so that we were finally able to resolve it. The microsite is looking fantastic! Thanks very much!!"

Tamara N.

Marketing Operations Manager, HP, Inc.

Let's connect

Email me at audie(dot)roldan(at)gmail(dot)com or connect with me via social media.