Interview
The Gist
- 100 years of innovation. Shure celebrates its centennial with a website redesign that honors its legacy and sets the stage for future growth.
- Redesign meets technology. The company’s migration to a SaaS CMS combines ambitious goals with cutting-edge technology.
- Omnichannel focus. Shure is creating a seamless digital ecosystem to improve customer experience across platforms.
Dom Nicastro, editor-in-chief of CMSWire.com, sits down with Rogelio Villanueva, director of global web marketing at Shure, to discuss the company’s 100-year anniversary and its ambitious website redesign project. From its historic roots in military communications to its future as a digital innovator, Shure is blending legacy and modernity to deliver an unparalleled customer experience.
Table of Contents
- Shure’s 100-Year Legacy
- A Legacy Built on Innovation
- Shure's Legacy of Innovation
- Leveraging History in Marketing
- The Website Redesign Journey
- Balancing Perfection and Analytics
- Content Audit and Analytics: The Foundation of Redesign
- Infusing Omnichannel Experience
- Governance and Navigation: Prioritizing User Experience
- Leveraging Customer Analytics
- Analyzing Customer Behavior with Data Tools
- Navigating the Challenges of Google Analytics
- A Dual Challenge: Redesign and CMS Migration
- Overcoming Migration Hurdles
- Keys to Success: Alignment and Support
- Looking Ahead: Wrapping Up the Redesign
- Rolling Out the Redesign and Planning for the Future
- Adapting to the AI Search Evolution
- Concluding Thoughts
Shure’s 100-Year Legacy
Dom Nicastro: Dom Nicastro, editor in chief of CMSWire.com here with another edition of The Digital Experience Show. And we're joined by my pal, my pal, Rogelio Villanueva, the director of global web marketing at Shure. Why is he my pal? Because we met, we met in Nashville. We were just hanging out. Couple of dudes just hanging out, right Rogelio?
Rogelio Villanueva: Correct, that is correct. Yeah, Sitecore Symposium, we had a lot of fun there. I had the stage for a few moments with a keynote, and that’s kind of how I said, “We’ve got to get this dude on our show.”
Dom Nicastro: Thank you very much. It's so good to have you on. We’re going to talk about 2025 being a huge, huge year for Shure. Correct me if I'm wrong, but it’s year number 100 for the company, right? A century!
Rogelio Villanueva: That is correct, yes.
Dom Nicastro: And you’re timing it with a very ambitious project: a website redesign. Correct?
Rogelio Villanueva: Yes. Many things are going on with us. As many of you know, Shure was founded in 1925 in Chicago, later moving to Evanston, with corporate offices now in Niles. Next year marks 100 years, and we’ve planned a lot in celebration of this magnificent company. From a digital perspective, one key focus is the website redesign. Why? Because we wanted to make sure the same quality we put into our products is reflected in our digital customer experience. To do that, we had to step back and analyze our entire digital infrastructure and experience. For a company as old as this, obviously, we didn’t have a website 100 years ago, right?
Dom Nicastro: Why not? No excuse.
Rogelio Villanueva: Maybe on paper, right? Blocks of paper or something that looked like an agile board. But we wanted to make something better for our users, to reflect the quality and innovation of our products. So, we started this project by analyzing what we had. We’ve got a lot of systems—legacy and homegrown—and we realized we’d hit a tipping point. We needed to do more for our customers. That’s when I was brought in. One of my main projects was, “How can we make this better?” My recommendation was to redesign the website. So, I put together a proposal, worked with my boss and an amazing team, and here we are now—about 70–80% done with the project. It’s been a wonderful experience, but I have to be honest, it’s on a very aggressive timeline.
A Legacy Built on Innovation
Dom Nicastro: Let’s dial it back a little bit, because this company is fascinating. 100 years! Supplied military microphones in World War II—wow. That alone shows the history behind this company. I think the big moment for the company early on was the creation of the Unidyne mic in 1939. Before we dive into the marketing X’s and O’s of the website redesign, give us a little history of Shure. It seems like there’s a lot of pride there.
Rogelio Villanueva: Yes. Mr. Shure started building radios as a kid, and as an adult, you could see his passion evolve. One of our original logos says “Shure Radios,” showing that evolution. During World War II, he built communication devices for airplanes. After the war, he asked himself, “What’s next?” He started applying his military background to microphones. The military-grade construction principles he used helped define the durability and quality of our microphones. From there, he expanded into radio communications, which evolved over time. If you visit our Great Hall at the corporate office, you’ll see an incredible display of the evolution of Shure microphones—from the very first round mic to today’s wireless ones, like the one I’m using here.
Dom Nicastro: That’s incredible. The Unidyne mic was revolutionary, right?
Rogelio Villanueva: Absolutely. Let me grab something here—it’s not the original Unidyne, but close! This is called the “Elvis microphone,” one of the most photographed microphones ever. The original Unidyne was bigger, bold, and very much in your face. Over time, it was redesigned to be smaller and more compact, reflecting innovation and user feedback.
Dom Nicastro: That’s awesome. The most photographed mic in the world—I can picture Elvis standing there, iconic. This company’s history is so rich.
Shure's Legacy of Innovation
Dom Nicastro: So, the company has always been about innovation. You mentioned the SM 58 microphone, which is one of Shure's most popular products. Tell us more about its origins and why it’s so significant.
Rogelio Villanueva: The SM 58 was originally designed as a studio microphone—hence the name “Studio Microphone 58.” It’s almost indestructible. If you ever visit our Chicago office, I’d be happy to give you a tour and show you our quality lab. We have a mic drop test, and every time I see it, it hurts a little because the microphone gets dropped repeatedly. Yet, it keeps working. We’ve had stories about microphones being burned, submerged in water, and even surviving fires. People have called us to say, “Hey, this microphone burned in a building, but when we plugged it in, it still worked!” It might be charred, but the sound quality is perfect.
Dom Nicastro: That’s incredible! And I heard one of your microphones went to space?
Rogelio Villanueva: Yes! We even have a microphone that NASA has sent to space 25 times. They used it to monitor thruster sounds. The company’s legacy has always been about innovation, from Mr. Shure’s early radios to today’s cutting-edge products. It’s impressive to see the evolution and how these applications have expanded over time.
Leveraging History in Marketing
Dom Nicastro: Let me combine the past with the present. As a marketer, you have the unique luxury of leveraging Shure’s history in your campaigns. Not every company can do that. What’s it like to use materials from the 1920s, 30s, and 40s in today’s marketing strategies? Any recent examples?
Rogelio Villanueva: Absolutely. We have a history page on our website that highlights our journey and why we care so much about our customers. Customers have always been at the center of everything we do. Marketing has to adapt to the times, of course, but we never lose sight of the foundation that got us here. For example, we sometimes incorporate classic imagery or designs into our campaigns, depending on the target audience and purpose. A great example is the four-minute history video on our website, which resonates well with audiences. We’ve also reused some imagery and content from our archives in modern campaigns.
Related Article: Year-in-Review Marketing Campaigns: Don't Drop the Ball
The Website Redesign Journey
Dom Nicastro: Let’s shift to the website redesign. You mentioned earlier that you’re about 70% complete, which is ambitious. Tell me about the team involved—it’s got to be more than just marketers, right?
Rogelio Villanueva: Exactly. I manage the web team at Shure, which includes front-end developers, back-end developers, DevOps, designers, content creators, QA specialists, and web admins. We also work with an external partner, Horizontal Digital, which you probably saw at Sitecore Symposium. They’ve been a great partner throughout this journey, helping us from the initial behavioral analysis and persona studies to UX design and the current build.
Dom Nicastro: Who’s the team member that always makes meetings go too long? I bet it’s the DevOps folks!
Rogelio Villanueva: Honestly, our team has become pretty efficient. The key to this project has been communication and collaboration. Horizontal Digital has been integral to that. Many companies hand off projects to external agencies, and when it’s done, you get a 300-page manual and think, “Now what?” We took a different approach. We’ve been collaborative every step of the way. I told the team, “This is your chance to start something new, something that we can truly call our own.”
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Balancing Perfection and Analytics
Dom Nicastro: One problem I’ve seen in redesign projects is getting stuck on perfection for one page—agonizing over colors or layouts—and then realizing that only two people visited that page in the last three months. How much does web analytics factor into your redesign process?
Rogelio Villanueva: It’s definitely a consideration. We began this project with an aggressive content audit, analyzing all our pages across 12 languages and 23 regions. We reviewed metrics like page views, bounce rates, and engagement to decide which pages to keep, migrate, or remove. Now, during the redesign, we’re focused on transferring content to the new platform, which is Sitecore XM Cloud. We’re making minor enhancements based on analytics, particularly for e-commerce and mobile conversions, but we’re careful not to take on too much at once. Heatmaps and Google Analytics have been invaluable in guiding these decisions.
Content Audit and Analytics: The Foundation of Redesign
Dom Nicastro: You’ve mentioned analytics as a key part of the redesign process. What role did data analysis and audits play when you began this project?
Rogelio Villanueva: Data analysis was critical from the start. We undertook an extensive content audit, especially since our site spans 12 languages and 23 regions. For example, French is available in three regions, which adds complexity. We analyzed all pages, reviewing metrics like traffic volume and bounce rates, and then worked with stakeholders and internal teams to determine which pages to keep and which to remove. This allowed us to cut down a significant amount of content and focus on the essentials.
Dom Nicastro: And now, how are analytics guiding the ongoing project?
Rogelio Villanueva: Right now, our priority is transferring content to the new platform, XM Cloud. We're also incorporating analytics to make data-driven enhancements, particularly in areas like mobile conversions and e-commerce performance. While we’re not making major changes to avoid overloading the team, we’re using daily analytics to identify and implement smaller improvements, such as optimizing mobile usability.
Related Article: For Marketers, AI Ambitions Clash With Real-World Concerns
Infusing Omnichannel Experience
Dom Nicastro: Omnichannel strategy seems like a big focus in this redesign. How are you ensuring that the website integrates seamlessly with other channels?
Rogelio Villanueva: The website is designed to be a 24/7 marketing tool, not just a standalone entity. The goal is to create a cohesive omni-channel experience. For example, if you’re visiting our site, engaging with us on social media, or seeing our ads on Amazon, the experience should feel connected and targeted to your persona. It’s about consistency across platforms.
We’re working on building this integrated ecosystem with tools like personalization, customer data platforms, and email marketing. It’s a process of creating a digital ecosystem where all the systems—our website, applications, advertisements, and more—are interconnected to serve the user effectively.
Governance and Navigation: Prioritizing User Experience
Dom Nicastro: Let’s talk about something that often gets a lot of attention—the homepage. How much of a discussion was there about its design and content?
Rogelio Villanueva: Surprisingly, the homepage wasn’t as challenging as you might think. We already had governance in place, including guidelines for hero banners and module usage. However, the navigation was a much bigger focus. Our previous navigation was convoluted, with three levels that made finding information difficult. We simplified it by cutting down about 80%, making it much easier for users to find what they need.
For the homepage, governance is essential, especially for things like product launches. For instance, we need processes to determine which product gets priority in the hero banner or how frequently images and content below the fold should be updated. Heatmaps and analytics help inform these decisions, ensuring the content aligns with user behavior.
Leveraging Customer Analytics
Dom Nicastro: Navigation challenges seem to take up most of the time in a redesign. Beyond navigation, what kind of customer analytics do you use to inform design decisions?
Rogelio Villanueva: Heatmaps and Google Analytics are our primary tools. Heatmaps help us visualize how users interact with the site, while GA provides detailed insights into bounce rates, exit rates, and customer paths. For instance, GA4’s customer journey mapping has been a game-changer compared to Universal Analytics. We also integrate analytics from email marketing and paid advertisements to get a broader picture. These data points collectively guide our decisions and help us refine the customer journey.
Analyzing Customer Behavior with Data Tools
Dom Nicastro: You mentioned heat maps earlier as part of your analytics toolkit. How are they guiding your redesign strategy?
Rogelio Villanueva: Heat maps are very useful for understanding user behavior, but they have limitations. Depending on the tool, you might only have 30 to 60 days of historical data. Still, they provide valuable insights into customer journeys. Google Analytics is another cornerstone, particularly GA4 with its customer path mapping features. This eliminates the need for manually tracking paths like we used to in Universal Analytics.
We also integrate data from email marketing, bounce rates, and paid advertisements to get a holistic view. These combined analytics allow us to refine our redesign strategy effectively.
Navigating the Challenges of Google Analytics
Dom Nicastro: After this call, let’s schedule another one so you can walk me through GA4. It’s such a powerful tool, but sometimes I feel like I’m lost in there.
Rogelio Villanueva: You’re not alone. Transitioning from Universal Analytics to GA4 has been challenging for many. The new interface and reporting structure require a steep learning curve. Creating simple reports now feels more complex than before, but the features are worth it once you get the hang of them.
Dom Nicastro: Totally agree. I’ve had moments where I think we’re seeing incredible numbers, but then I question their accuracy. Did everything carry over correctly? Is this data inflated? Analytics is always a battle.
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A Dual Challenge: Redesign and CMS Migration
Dom Nicastro: Did I hear correctly that you’re not only redesigning the site but also migrating to a new CMS with Sitecore?
Rogelio Villanueva: That’s correct. We started this ambitious project in December of last year. It’s not just a redesign; it’s a full migration to Sitecore’s XM Cloud platform. We went through an RFP process and rigorous analysis to select the best platform. While I’ve worked with Sitecore before, this decision was driven by the needs of the business, not personal experience.
One thing we emphasize is that technology should follow the business’s goals, not the other way around. Being technology-agnostic helps us focus on the outcomes we want to achieve. Sitecore won out because it aligned with our needs, and we’ve been among the early adopters of their XM Cloud solution.
Overcoming Migration Hurdles
Dom Nicastro: It sounds like a massive undertaking. What’s been the biggest challenge in this process?
Rogelio Villanueva: The dual challenge of migrating content while running both legacy and new systems simultaneously has been demanding. It’s not just about moving content; it’s also about auditing, redesigning, integrating, and ensuring that the new system functions seamlessly. We won’t phase out the legacy systems until the new platform is 100% complete and working flawlessly. The workload has been immense, but our team has shown incredible commitment.
Keys to Success: Alignment and Support
Dom Nicastro: It’s rare for brands to take on both a CMS migration and a redesign simultaneously. What’s been the key to managing such an ambitious project?
Rogelio Villanueva: Alignment and support are critical. You need a committed team, reliable partners, and strong backing from your organization. For us, this project ties into a broader company initiative to enhance the digital customer journey. Having that alignment has been crucial to our success. Without it, you risk setting yourself up for failure.
Looking Ahead: Wrapping Up the Redesign
Dom Nicastro: Let’s bring this home. It’s mid-November now—what’s next for your marketing team as this redesign progresses?
Rogelio Villanueva: Last week, we launched seven sites in French, German, and Dutch. Next week, we’ll launch four more in Spanish and Portuguese. December will see launches in English for Asia, Japanese, and Chinese. While we initially planned to launch Italian and Polish in January, we’ve decided to pause due to major events happening then. The final phase of the project will wrap up in February 2025. After that, it’s all about monitoring performance, improving the omni-channel experience, and planning our next steps, like exploring personalization and content hubs.
Rolling Out the Redesign and Planning for the Future
Dom Nicastro: Last week you launched seven sites—three in French, two in German, and two in Dutch. What’s next for your team as you continue this ambitious rollout?
Rogelio Villanueva: Yes, last Thursday we launched those seven sites, and next week we’re rolling out four more—three in Spanish for Mexico, Latin America, and Spain, as well as one in Portuguese for Brazil. December will see launches in English for Asia, Japanese, and Chinese. Initially, we planned to launch Italian and Polish in January, but we’re taking a pause due to some exciting surprises we have planned for January. The final site launches will wrap up in February 2025. By then, everything will be fully transitioned to Sitecore and the cloud, allowing us to move away from our legacy systems.
From there, we’ll focus on monitoring performance and planning the next phase of our omni-channel marketing strategy. The next steps could include personalization, implementing a Content Hub, or exploring a Customer Data Platform (CDP). The key is taking measurable risks and ensuring every decision is aligned with our goals. That’s how we’ve approached this project—taking calculated steps toward innovation while staying customer-focused.
Adapting to the AI Search Evolution
Dom Nicastro: Imagine you roll out everything in February, it looks perfect, and then someone says, “Oh, by the way, all your users are finding you through ChatGPT.” What are your thoughts on this shift to AI-driven search?
Rogelio Villanueva: AI is definitely part of our evolution as marketers. Tools like ChatGPT and other AI bots are raising important questions about how users discover content. For instance, will we get analytics that show us traffic coming from AI search agents? Right now, these tools are crawling websites, so SEO optimization for AI is likely the next frontier. While the details are still emerging, I believe staying true to the basics of SEO—creating valuable content that addresses customer needs—will remain essential.
There’s speculation about what will work best for AI-driven search, but no one knows for sure yet. The key is to write naturally for your audience and focus on solving their problems. Technology, whether it’s AI or something else, is just a tool to help connect with customers. The real challenge lies in understanding and engaging with your audience effectively.
Concluding Thoughts
Dom Nicastro: Let’s hope the evolution of AI search is gradual. We don’t want all the hard work on Shure’s 100th-anniversary redesign to go unnoticed because everyone’s using bots. Rogelio, director of global web marketing at Shure, you’ve been a pleasure to talk to. I knew this would be a great conversation after meeting you in Nashville.
Rogelio Villanueva: Same here, Dom. I hope I answered all your questions, and if there’s anything else, I’m always happy to help. Thanks to everyone listening today—I hope you learned something new. Feel free to connect with me on LinkedIn. I’m always available to chat!
Dom Nicastro: Have a fantastic 2024 and an amazing start to the new year. We appreciate your time.
Rogelio Villanueva: Thank you, Dom. Bye, everyone!
