Building a Modern React Application to Drive Sales

Digital Experience Solutions


Working in a complex landscape that includes a diverse set of interrelationships between account representatives, product teams, channel partners, technology partners, and customers, Genetec needed a website and portal that could support a diverse set of requirements and needs.  

Genetec initiated a widespread digital transformation effort that focused on introducing a new Digital Experience Platform (DXP), developing a custom front-end application, and adopting a new strategic and modern customer experience. The project encompassed all the Genetec web properties, including the businesses website and various partner portals (Technical Partner Portal, Channel Partner Portal). The overarching objective was to establish a consistent, highly targeted experience that would promote conversions throughout the customer journey and increase online sales.

Concord was asked to complete an end-to-end redesign for Genetec (, which included the implementation of a new headless DXP, commerce functionality, and a Single Page Application (SPA) written in React.js.

The Journey to Transformation

Concord kicked off the transformation with an in-depth discovery phase that defined all requirements, strategic direction, and vision for the future state. During this phase, user research was conducted to gain valuable insight into Genetec’s audience and their interactions with the brand across the digital channel. Using constructed experience maps, Concord crafted interactive wireframes and designed the envisioned user experience.

In parallel to this effort, Concord worked with Genetec to build the technical solution that would be implemented. Through the definition of all pertinent technical design details – spanning architecture, SPAs, workflow, security, content modeling, services, and all integrations – the team produced a robust set of documentation deliverables that were used as a roadmap for the development effort. Leveraging a collaborative model, this process ensured alignment between the designed solution and the specific needs of the Genetec users and teams who would leverage the platform.

Beyond Discovery

Following the discovery phase, Concord setup, installed, and configured the new content management system (CMS) in a headless model, enabling its use within a composable architecture. Using React and web components composed via a layout manager, Concord successfully deployed the new client-side web application and associated portals.


Developed as a SPA, Concord’s solution provided Genetec with a high-performing, accessible, and highly interactive experience for both customers and partners. The architecture brought together content, search, single sign-on (SSO), configure, price, quote (CPQ), and third-party databases and platforms in order to drive a unified experience.

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