Agency: Code and Theory
Challenge
Lenovo is in the throes of a metamorphosis, evolving from a simple hardware manufacturer into an infrastructure-and-services provider poised to lead the AI revolution. As exciting as this transformation is, market perception hadn't caught up. Enterprise buyers still regarded Lenovo as a laptop company, further widening the gap between what Lenovo offers and what customers believe they can deliver. Additionally, the brand's B2B content was scattered across six business units, the bulk of which was buried on Tech Today, a stand-alone site disconnected from the main Lenovo.com experience. Code and Theory was tasked with reshaping the enterprise perception without disrupting Lenovo.com's role as a high-performing e-commerce channel for hardware sales.
Solution
Code and Theory partnered with Lenovo to lead Project Helix, a multiyear transformation of the entire B2B digital experience. We established the strategic vision for how to incorporate B2B across Lenovo.com, defining the visual identity, experience strategy, site architecture and a scalable design system to unify a disjointed ecosystem split across two entirely different tech stacks. This included migrating content from Tech Today into a cohesive experience on Lenovo.com and delivering development-ready documentation for Lenovo's internal teams to execute.
Results
Phase 1 launched in the U.S. in October 2025, delivering three flagship experiences: a first-time visitor homepage that intelligently segments users, an AI hub showcasing practical use cases and seamless AI integration into site navigation. The design system serves as the foundation for Lenovo's digital ecosystem, enabling consistent experiences across business units. Global rollout is underway, with Lenovo positioned to scale personalized B2B experiences worldwide.
73% Bounce-rate reduction | 67% Return visitor rate
Services
Product design, Customer experience, Design system, User research & testing, Information architecture, CMS migration & replatforming
