Microsoft Store’s Big Change for Small-Business Shoppers

Customer insight and strategy guiding an online store redesign and relaunch.

Situation
For small-business customers, technology purchases through Microsoft's online store carried real financial weight for their businesses. Microsoft wanted a sharper picture of who these buyers were and what made buying hard.

Opportunity
Turn a clearer understanding of small-business buyers into an online store that served them better.

Solution
Peacock Nine's work revealed a pivotal tension: familiarity with Microsoft did not make buying easy. Customers felt locked into Microsoft and the PC ecosystem, yet were drawn to the clarity and simplicity of Apple's offering. They were short on time and under pressure to get consequential technology decisions right.

Peacock Nine translated that tension into customer segments and personas built around distinct needs. These shaped the online store's organization and content plan, guiding refinements to navigation, imagery and pricing presentation to make buying clearer and simpler.

Impact
The engagement informed the retooling and relaunch of Microsoft's online store for small-business customers. The segments and personas gave Microsoft's marketing and development teams a shared foundation for decisions, connecting the shopping experience to these buyers' needs, pressures and priorities.

Timing: 1 month