Enhancing UX for a Global Chemical Company

A global chemical company faced the challenge of consolidating multiple brands and websites into one cohesive entity. With a focus on information architecture and user experience, we aimed to create a seamless user journey.

By conducting in-depth interviews with stakeholders from various regions and key departments, we gained valuable insights into their internal needs and perceptions of their customers. Despite limited access to actual users, we probed stakeholders' minds to gather crucial information, including feedback from frontline teams who interacted with customers regularly.

Utilising the insights from stakeholder interviews, we developed core customer profiles that resonated with the diverse user base. To create an exceptional user experience, we studied analytics data from existing websites and evaluated best-in-class examples in the industry. Drawing inspiration from these sources, we crafted a vision that showcased the desired user experience for the client.

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To bring the vision to life, we designed key page wireframes for critical sections of the website. This included products and services, brand information, investor relations, regional details, media resources, and career opportunities. We also developed a secure login section for customers to access essential safety documentation. Guiding the client team, we provided a comprehensive content strategy document, offering precise instructions for each page and ensuring a cohesive and compelling narrative.

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Through meticulous prototyping, we crafted a working prototype that exemplified the optimal user journey. Although representative user testing was limited, we conducted thorough testing with available participants to validate the logic and usability of the wireframes. The final prototype was handed over to the brand agency, who partnered with a development agency to bring the complete website to life.

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By delivering a unified and user-centric online experience, we empowered our client to effectively communicate their global vision for the website and gain support from senior management. The streamlined information architecture, intuitive navigation, and engaging design established a strong foundation for a powerful online presence, helping the client's global chemical brands thrive.

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