Welding Together a Unified Global Experience
Role
UX Lead / Creative Director
Market
B2B, Direct to Consumer
Activities
Heuristic Analysis, Competitive Benchmarking, User Research, User Testing, Information Architecture, Visual Design
Impact
Reduction in Sites from 6 to 1
$2M in cost-to-serve savings
$20M incremental B2B ecommerce revenue
230% increase in YoY B2C ecommerce revenue
Project description
Project description
Project description
Timeline
Timeline
Timeline
Twelve week design process in 2019 including Research & Benchmarking leading up to handoff of production designs and QA. Design continued in a support capacity for aftercare, usability testing, and iterative improvments into Q1 2020.
Twelve week design process in 2019 including Research & Benchmarking leading up to handoff of production designs and QA. Design continued in a support capacity for aftercare, usability testing, and iterative improvments into Q1 2020.
Twelve week design process in 2019 including Research & Benchmarking leading up to handoff of production designs and QA. Design continued in a support capacity for aftercare, usability testing, and iterative improvments into Q1 2020.
Project Goals
Project Goals
Project Goals
Lincoln Electric, a global leader in the manufacturing of welding mashines, accessories, and consumables, came to us with a stable of disparate customer experiences to serve their sizable B2B audience as well as direct-to-consumer. These experiences were created without a global vision and, as such, didn’t efficiently meet the needs of the digital customer. They needed a unified, headless experience that could serve as the centralized hub for their many audiences.
Lincoln Electric, a global leader in the manufacturing of welding mashines, accessories, and consumables, came to us with a stable of disparate customer experiences to serve their sizable B2B audience as well as direct-to-consumer. These experiences were created without a global vision and, as such, didn’t efficiently meet the needs of the digital customer. They needed a unified, headless experience that could serve as the centralized hub for their many audiences.
Lincoln Electric, a global leader in the manufacturing of welding mashines, accessories, and consumables, came to us with a stable of disparate customer experiences to serve their sizable B2B audience as well as direct-to-consumer. These experiences were created without a global vision and, as such, didn’t efficiently meet the needs of the digital customer. They needed a unified, headless experience that could serve as the centralized hub for their many audiences.
Process
Process
Process
Research & Planning
Research & Planning
Research & Planning
In order to understand the needs of their audience, we engaged in a variety of research exercises to help establish customer personas and primary KPIs for us to measure the success of the new experience. These exercises included: Heuristic Analysis Competitive Benchmarking Quantitative Surveys & Analytics Qualitative Interviews
In order to understand the needs of their audience, we engaged in a variety of research exercises to help establish customer personas and primary KPIs for us to measure the success of the new experience. These exercises included: Heuristic Analysis Competitive Benchmarking Quantitative Surveys & Analytics Qualitative Interviews
In order to understand the needs of their audience, we engaged in a variety of research exercises to help establish customer personas and primary KPIs for us to measure the success of the new experience. These exercises included: Heuristic Analysis Competitive Benchmarking Quantitative Surveys & Analytics Qualitative Interviews
Design & Prototyping
Design & Prototyping
Design & Prototyping
The end product was a dynamic design system that straddled mutliple platforms to create a headless, cohesive experience for all Lincoln Electric’s audience. The tools provided to their customers gave them the ability to research, compare, and locate resellers for their desired equipment, as well as support their massive B2B audience with budget monitors, user management for individual purchasing accounts, online invoicing and more.
The end product was a dynamic design system that straddled mutliple platforms to create a headless, cohesive experience for all Lincoln Electric’s audience. The tools provided to their customers gave them the ability to research, compare, and locate resellers for their desired equipment, as well as support their massive B2B audience with budget monitors, user management for individual purchasing accounts, online invoicing and more.
The end product was a dynamic design system that straddled mutliple platforms to create a headless, cohesive experience for all Lincoln Electric’s audience. The tools provided to their customers gave them the ability to research, compare, and locate resellers for their desired equipment, as well as support their massive B2B audience with budget monitors, user management for individual purchasing accounts, online invoicing and more.
Development & Implementation
Development & Implementation
Development & Implementation
We merged multiple platforms, including Salesforce Commerce, Sitecore CMS, and Salesforce Marketing Cloud to power the end-to-end experience for the users and the businesses that marketed toward them. This program required a dynamic design system that would be able to bridge these technologies and provide a seamless look & feel to the users when moving from discovery to purchasing to account maintenance.
We merged multiple platforms, including Salesforce Commerce, Sitecore CMS, and Salesforce Marketing Cloud to power the end-to-end experience for the users and the businesses that marketed toward them. This program required a dynamic design system that would be able to bridge these technologies and provide a seamless look & feel to the users when moving from discovery to purchasing to account maintenance.
We merged multiple platforms, including Salesforce Commerce, Sitecore CMS, and Salesforce Marketing Cloud to power the end-to-end experience for the users and the businesses that marketed toward them. This program required a dynamic design system that would be able to bridge these technologies and provide a seamless look & feel to the users when moving from discovery to purchasing to account maintenance.
Testing & Optimization
Testing & Optimization
Testing & Optimization
Our team worked with the stakeholders at Lincoln Electric to plan, organize and roll-out a testing strategy to validate key points in the paths to conversion for the personas identified in the Research phase. This consisted of remotely monitored testing of five scenarios with 3 tasks in each scenario. The participants in the usability study were provided prototypes of each scenario and were asked to complete each task to the best of their ability. We monitored the completion time, success/failure rate, as well as time spent on each page with heatmapping showing cursor activity. Our results showed marked improvement on conversion times compared to studies performed prior to our involvement on the project.
Our team worked with the stakeholders at Lincoln Electric to plan, organize and roll-out a testing strategy to validate key points in the paths to conversion for the personas identified in the Research phase. This consisted of remotely monitored testing of five scenarios with 3 tasks in each scenario. The participants in the usability study were provided prototypes of each scenario and were asked to complete each task to the best of their ability. We monitored the completion time, success/failure rate, as well as time spent on each page with heatmapping showing cursor activity. Our results showed marked improvement on conversion times compared to studies performed prior to our involvement on the project.
Our team worked with the stakeholders at Lincoln Electric to plan, organize and roll-out a testing strategy to validate key points in the paths to conversion for the personas identified in the Research phase. This consisted of remotely monitored testing of five scenarios with 3 tasks in each scenario. The participants in the usability study were provided prototypes of each scenario and were asked to complete each task to the best of their ability. We monitored the completion time, success/failure rate, as well as time spent on each page with heatmapping showing cursor activity. Our results showed marked improvement on conversion times compared to studies performed prior to our involvement on the project.
