01 CASE STUDY OVERVIEW
Simplifying product discovery at enterprise scale.
Graphic Communications, a CAI Software company (formerly Print ePS), is headquartered in Rhode Island, USA, and delivers one of the print industry’s most comprehensive software portfolios. With more than 20 specialised solutions, the platform supports every stage of the print production workflow, from estimating and MIS through to web-to-print, production, fulfilment, and business intelligence.
Trusted by leading organisations including Nike, Microsoft, Starbucks, AT&T, Bank of America, Cisco, Dell, BMW, Pepsi, IBM, Visa, Marriott, Wells Fargo, Harley-Davidson and thousands of print service providers worldwide, Graphic Communications has spent more than 20 years helping printers modernise and scale their operations.
Since partnering with Graphic Communications in 2025, Clue has worked alongside the team to strengthen its digital presence across the English, French, and German websites.
One of our first priorities was transforming a highly specialised software portfolio into a customer experience that made it easier for print businesses to discover the right solution. Through improved information architecture, clearer messaging, and a more intuitive user journey, we helped simplify product discovery across a complex enterprise software ecosystem.
Client
Graphic Communications
Industry
Enterprise Software
Expertise
- Web & Experiences
Year of Completion
2026
Website
printepssw.com
02 The Challenge
Making a complex software portfolio easier to navigate.
Graphic Communications offers one of the print industry’s most comprehensive software portfolios, with more than 20 specialised solutions supporting every stage of the print production workflow. As part of CAI Software, the business also operates a sophisticated digital ecosystem, including HubSpot, Pardot and a broader marketing technology stack that supports customer engagement across multiple global markets.
Our brief was to improve how customers discovered and explored these products online.
Over time, the website had become fragmented as new products and capabilities were introduced. Many solutions were presented using internal product names that meant little to prospective customers, making it difficult to understand what each product did, who it was designed for or how different solutions worked together.
The challenge was creating a clearer path through a highly specialised product portfolio while ensuring the website integrated effectively with the wider marketing technology stack. Customers needed to quickly understand the software available, explore solutions based on their business needs and confidently identify the products most relevant to them. At the same time, these improvements needed to be rolled out consistently across the English, French and German websites, each with slightly different product offerings.
03 Our Approach
Designing around customer behaviour.
Rather than organising the website around internal product names and categories, we redesigned the experience around the way customers naturally research enterprise software.
Working closely with the Graphic Communications team, we reviewed the user experience, information architecture, navigation and customer journeys to identify where customers experienced friction when exploring the website.
Keyword research and content mapping also helped shape a clearer site structure, ensuring products and solutions aligned with both customer search behaviour and organic search intent.
One of the biggest changes was introducing two distinct pathways through the website. Research showed that some customers arrived knowing exactly which product they needed, while others were simply trying to solve a business problem. The new navigation allowed users to browse by Products or Solutions, making it significantly easier to discover relevant software without first understanding the company’s internal product structure.
Beyond the navigation, product pages were completely restructured to create a more consistent user experience. Content hierarchy, page layouts and messaging were refined to better communicate what each product does, who it’s designed for and how it fits within the wider Graphic Communications ecosystem. This helped customers compare solutions more easily and move through the website with greater confidence.
04 The Outcome
A clearer path to the right solution.
The result is a website that better reflects the scale and sophistication of the Graphic Communications software portfolio while making it significantly easier for customers to navigate and understand.
Customers can now navigate the website based on either the product they’re looking for or the business challenge they’re trying to solve, creating a clearer path from discovery through to enquiry. Improved information architecture, intuitive navigation and more consistent product pages help customers move confidently from discovery through to enquiry.
The platform also established a stronger foundation for future digital marketing. By clearly communicating the value of each product and creating more focused customer journeys, the website is better positioned to support SEO, Google Ads and ongoing lead generation, helping attract more informed enquiries and connecting customers with the solutions best suited to their needs.
